B2B SEO AGENCY THAT MEASURES IN LEADS

A B2B SEO agency prioritises searches by business value rather than volume, writes about products that need explaining and measures its work in leads rather than visits. The groundwork is the same as in any SEO. The difference lies in what the agency leaves out, how it measures and how much it needs to understand about your product.

With us, this shows in two places. The first is keyword selection. In B2B, a category keyword with thousands of searches often brings in students, competitors and private individuals. We would rather recommend pages with few searches but clear buying intent. The traffic graph looks less impressive, but it generates business.

The second is how deals show up in the reports. A buyer reads about you in an AI answer, or in the search results without clicking, discusses it internally for a few weeks and then types in your web address. In Google Analytics, that deal shows up as direct traffic, not organic search. That is why we ask every client to ask "How did you hear about us?" on every sales call and log the answer in a separate field in your CRM – HubSpot, Salesforce or similar. Without that question, there is no way to evaluate us or any other agency. We explain why attribution breaks down in long B2B cycles in the section why so much SEO looks like direct traffic in B2B. The basics – the roles in the buying committee, keyword strategy and the order to publish content in – are covered in the guide to B2B SEO.

We suit B2B companies whose product or service needs explaining and where a deal takes weeks or months to close – whether the marketing team owns the website itself, which is most common, or wants to hand all the SEO work to us. If you have your own SEO team, we complement it with insight, AEO and better processes. If the website is about to be rebuilt, that should happen first.

Typical clients:

• SaaS and platform companies selling to other businesses, often in several languages
• Medical technology and other regulated industries where the wording cannot be changed freely
• Service companies selling advice, business support or technical services
• Manufacturing companies with a technical product and a few large customers

We work on your existing platform – Webflow, a coded website with a headless CMS, or WordPress. If the website is built on Wix or Squarespace, we usually recommend moving it before the SEO work starts; otherwise the platform limits what can be done.

We are based in Stockholm and work with B2B companies wherever they are. Most of the work happens remotely, with video meetings and regular reviews, so a company in another city or country works with us in exactly the same way as one in Stockholm. What matters is your product and your sales cycle, not where you are.

In regulated industries, our SEO work never changes what is claimed about the product – the page on medtech website design describes how we work within approved wording and sign-off processes. For Suturion, a medical technology company, the partnership has run since 2024, with SEO tailored to strict demands for clarity and credibility. For Cymbathera, founded by two internationally cited researchers in inflammation and vagus nerve stimulation, we built the website and the SEO and AEO strategy around scientific authority without sacrificing accessibility.

In SaaS, the challenge is different: the product is updated often and sold in several markets. For Learnifier, an LMS platform, we handle ongoing SEO and AEO for a website in four languages. For service companies, trust is the product itself. For Tillväxtstöd, which helps companies find and apply for grants and funding, we run all the SEM work – SEO, AEO and Google Ads – and qualified leads go straight into Salesforce.

Look at the value per deal, not the number of searches. Thirty searches a month is enough if one of them can turn into a deal worth several hundred thousand SEK, and there is often little competition for narrow searches. If deal values are low and searches are few, the honest answer is no – and we will say so on the first call and suggest another channel, such as Google Ads or direct outreach.

Yes, with your expertise as the source. We interview your product managers and salespeople, read the documentation and write drafts for you to review before publication. In regulated industries, we work within your approved wording and never change claims about the product. What we need from you is access to someone who knows the product, and a clear approval process.

Yes. We are based in Stockholm, and most of our work with clients happens remotely. Wherever you are, you get the same way of working: a kick-off meeting, a shared plan, reviews over video and a specialist who does the work. We meet in person when it adds something.

The first months lay the foundation: understanding the business, sorting out the technology and building the pages that support the buying decision. If it is unclear where the website stands today, we often start with a fixed-price SEO audit. Ongoing work starts once tracking is in place, not before.

• Step 1 – the business and the keywords. Interviews with sales and support about the questions customers ask and the roles involved in the purchase. Keyword research weighted by search intent and business value, not volume. A technical audit. Tracking is set up: selected buyer-intent keywords monitored in Google Search Console, and CRM fields for the landing page and the self-reported source. You approve a prioritised plan before the ongoing work starts.
• Step 2 – the technology and the structure. Technical SEO issues are fixed: indexing, page structure, speed and structured data. The information architecture makes room for comparison pages, integration pages and pages on security and compliance. In regulated industries, the approval process for copy is agreed.
• Step 3 – the pages that support the buying decision. The first round of pages is published, built for both Google and AI assistants. Existing pages with buying intent are rewritten. The first report is measured against the baseline.

After that, the work follows the plan – and the plan is reprioritised around what works: content for each role in the buying committee, AEO optimisation of new and existing pages, conversion optimisation of the pages that bring in leads, and off-page SEO where needed. The agreement can cover more than SEO. Every quarter, we go through together what has led to business and what to prioritise next.

A growing share of buyers put their first question to ChatGPT, Claude or Google AI Overviews: which suppliers are out there, what do they cost, and does the product meet a particular requirement? The assistant answers with whatever it can read about you. If the information is not openly available on your website, the answer is in effect no – and you drop out before you even knew you were being evaluated.

We start by mapping the questions your buyers ask AI assistants – often the same ones sales and support hear every week. Each answer is written as a self-contained passage under a heading phrased as a question. Integrations, security and pricing are published openly, where they can be indexed, and the company is described consistently on the website and in external profiles, so that the models recognise you as a clear entity. Our general approach to AI visibility is described on the page about AI visibility and AEO.

AI provides the pace; people provide the direction. An SEO specialist on our side decides what to do and why: which searches are worth owning, which pages to build and what to reprioritise when the numbers come in. We use AI where it makes a difference – research, search data analysis, drafts and structuring – guided by a context file containing your tone of voice, your facts and your approved wording.

Nothing is published until someone on our side has reviewed it, and nothing is published without your approval. The combination is the point: quality work grounded in strategy and business understanding, at a pace that used to take a larger team. You get more done for your money – and the same specialist runs the plan from the first call.

Longer – not because rankings move more slowly, but because deals do. Rankings for low-competition buyer-intent keywords can improve within a few months. After that, a buying committee has to find you, evaluate you and decide, which often takes another quarter. Expect leads to lag behind rankings by roughly one sales cycle, and evaluate quarterly rather than monthly.

The monthly fee covers our time – analysis, technology, content, AEO optimisation and monitoring – and the tools we use ourselves for keyword data and rankings. What may come on top are third-party costs: ad budget if Google Ads is part of the agreement, platform and domain fees for the website, and any external publishing costs in the off-page SEO work, always with your approval. New landing pages are included when they are in the plan. A new website or a larger rebuild gets its own quote.

We report on three levels: rankings for selected buyer-intent keywords, leads per landing page and search query, and the source new customers themselves give. Rankings are an early signal that moves months before deals do. Total traffic is not the headline of the report.

Tracking is set up before the first piece of copy is published. The selected buyer-intent keywords are monitored in Google Search Console. The first known landing page is recorded against every incoming lead in your CRM, and the field for the self-reported source is added at the same time. We evaluate quarterly, because a B2B deal rarely fits into a month.

We do not promise exact attribution – it is not possible in a sales cycle with many touchpoints and people switching devices. We promise a traceable chain from search to deal, and we tell you when the chain breaks. We want to avoid two mistakes: taking credit for all direct traffic, and hiding behind the claim that nothing can be measured.

Rankings for the buyer-intent keywords we have chosen together, leads per landing page and search query from your CRM, and the source new customers themselves have given. We also show what has been published and fixed since the last report. Total traffic is included for context but is not the headline. Every quarter, we do a broader review of what has actually led to business.