Organic search · B2B

Be the source they learned from.

For B2B companies with a considered sale, a buying committee, and a long evaluation.

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Start here to get your search visibility reviewed.

How we think about it

Your buyer does most of their research before they contact anyone.

By the time a B2B prospect fills in a form, they have usually been reading for weeks. They have built an internal case, compared three options and answered a dozen objections, almost all of it on sites that were not yours.

Ranking for your category name does not reach them, because that is not what they were searching. They were searching the specific questions that come up during an evaluation, and those queries have low volume and almost no competition.

We find them by reading your closed-won deals and interviewing your sales team, then build the pages that answer them properly. It is slower than publishing ten blog posts and it is the only version of this that still works.

B2B SEO is what we deploy when Discovery is the constraint, the sale is considered, and you can wait two quarters for compounding to start. How the engines work →

What is included

The scope of work.

  • Buying-process interviews with your sales team
  • Intent mapping to the purchase decision
  • Technical audit and remediation
  • Existing content optimization
  • New content production
  • Information architecture and internal linking
  • Entity and schema markup
  • Link acquisition through a managed program
  • Competitive gap analysis
  • Conversion path alignment
  • Rank and visibility reporting
  • Reporting against pipeline

Here's the proof

A website refresh wiped out years of Iron Bridge's search rankings overnight.

The new site went live and hundreds of pages went with it. Every link pointing at them broke, the rankings they had spent years earning disappeared inside a week, and paid search was not an option: the platforms restrict advertising in their category, so organic was not one channel among several. It was the channel. We recovered the content that had been lost, put the broken links back where search engines expected to find them, and then wrote what was missing. They rank again in a niche their competitors find hard to buy their way into, and the inquiries now include Fortune 500 companies.

Questions we get

Before you call.

Our buyers are a tiny audience. Is there even search volume?
Usually more than you think, and it is in the wrong place to find with a volume tool. A committee buying something expensive generates dozens of low-volume searches across weeks: comparisons, integration questions, compliance checks, "is X worth it" queries. None of them look like much individually. Together they are the entire buying process.
How do you find those searches if the tools do not show them?
We interview your sales team and read your own closed-won deals. The questions prospects actually asked before buying are the questions other prospects are typing. That is a better source than a keyword database, and it is the part most agencies skip because it takes time.
What does a content month actually look like?
Two to four substantial pages, written from an interview with whoever in your business knows the subject, plus technical work and internal linking on what already exists. Not ten blog posts. Publishing volume stopped working several years ago.
How does this interact with a long sales cycle?
It suits it. A six-month evaluation means your buyer reads a great deal before ever contacting you, and most of that reading happens on sites that are not yours. Being the source they learned from changes the first sales conversation entirely.
Will you work on our existing content or only write new?
Existing first, almost always. Most B2B sites have pages that rank on page two and could rank on page one with a day of work. That is faster and cheaper than anything new, so it is where the first few months usually go.

Find out if this is what you actually need.

Includes a free marketing audit.

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We work with B2B companies from $2M to $50M and up, typically investing $10,000 a month or more in marketing, including media.