Get found by a small, specific audience
B2B search is not a volume game. If you sell to plant managers in southern Ontario, there may only be a few hundred people worth reaching in a given month. And reaching that select group of individuals is worth way more than tens of thousands of visitors who will never buy.
That changes what good SEO looks like. Broad traffic targets matter less than showing up for the narrow, high-intent searches your buyers actually type, often late at night, often comparing you to a competitor.
It also raises the stakes on redesigns. Losing rankings during a rebuild is the single most common way B2B companies undo years of work overnight, and it is almost entirely preventable with the right process.
The articles here cover protecting search visibility through a redesign, writing content that answers what buyers are searching for, and turning traffic into enquiries rather than pageviews.
We build search structure into every site from the start — you can see how that works in our approach to website design.
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