B2B SEO: on the buyer’s shortlist before they ever email you
B2B buyers read, compare and build their shortlist in the weeks before a single email reaches you. B2B SEO is about those weeks: that is when you want to be found, in Google and in ChatGPT. My own Vizibly System measures every month what your buyers search for, and I build your pages around it.
WHO READS YOUR SITE
Three people read your site, each looking for something different
In B2B one person rarely signs alone. For a serious purchase, several people usually weigh in, each with a question of their own. Below are the three you meet most often.
The user
Will work with it every day
whether it works in real life, how fast it runs and whether the support is any good
Recognizable use cases, practical examples and a demo or trial setup.
The budget holder
Has the final say
what it costs, what it delivers and what risk comes with it
Clear prices, case studies with results and references from comparable companies.
The technical person
Checks whether it is secure and can integrate
security, integrations, certifications and documentation
Technical specs, integration pages and a clear explanation of security.
If one of the three doesn’t find their answer on your site, your name can still drop off the list. The system builds a page for each role that answers their question, and measures in your dashboard which page gets the conversation going.
WHY SEO FOR B2B
Your buyer is already searching, with very precise words
Your buyer searches for their problem, because they don’t know your name yet. “Cloud-boekhouding voor webshops” (cloud bookkeeping for online stores), “managed IT voor een advocatenkantoor” (managed IT for a law firm), “detachering van softwareontwikkelaars in Utrecht” (software developer staffing in Utrecht). The more specific the search, the closer someone is to a choice.
Then they start comparing. “Exact of AFAS” (Exact or AFAS, two Dutch business software providers), “wat kost een ERP-implementatie” (what does an ERP implementation cost), “kosten managed IT per werkplek” (managed IT cost per workstation). Most B2B service providers have written nothing on those searches, for fear of naming a price or a competitor. I understand that fear. But your buyer looks for the answer to those questions anyway, and if you are the one who answers, they find it on your site.
And more and more often that research starts in ChatGPT or Perplexity, before anyone opens Google. “Beste oplossing voor factuurverwerking” (best solution for invoice processing), “welke tool voor voorraadbeheer in de groothandel” (which tool for inventory management in wholesale). Those AI answers draw on the same sources that rank in Google, so the work on your findability counts in both places.
PARTS OF THE SYSTEM
What the system builds and measures for your B2B site
Before your buyer requests a quote, they have usually read several of your pages. The system builds and improves those pages one by one. The system also takes on the technical SEO and the link building that go with it.
Keywords your buyers use
I map out the words your buyers search with, like “salarisadministratie uitbesteden” (outsourcing payroll) or “ERP voor de maakindustrie” (ERP for manufacturing), and where the competition is weak. I build your service pages around that: one page per specialization, aimed at the search your buyer uses to make a choice.
Read how to build an SEO strategyComparisons, pricing explainers and practical case studies
A quote request rarely comes after one visit. Comparison pages, “what does it cost” pages with a realistic range, practical case studies and the occasional white paper give your buyer a reason to come back. Along the way they see that you know your field.
Read how to write SEO copyMentions in your field
A buyer who doesn’t come across your name anywhere else hesitates longer. Mentions in trade media, at industry associations and with partners show that others in your field take you seriously, and they count toward how Google judges your site.
Read how link building worksA site that loads fast and is secure
The system measures your load speed, the display on mobile and the security. I fix whatever is not working there, so a buyer who arrives from Google sees a fast, well-kept site.
Read about technical SEOFound in your region and nationwide
Many B2B searches quietly get a region attached: “accountant Amsterdam”, “ICT-partner in Brabant” (IT partner in Brabant). If you have several locations or a clear service area, the system builds a separate page for each region, next to your national service pages.
Read about local SEOMeasuring and adjusting every month
This is the loop: every month the system measures in Search Console which pages your buyers find. I improve based on that, and in the next round the system checks whether the improvement worked.
WHAT B2B SEO COSTS
B2B SEO is a subscription, because your buyer searches for weeks to months
Vizibly System keeps running, because a B2B purchase takes weeks to months and your buyer keeps searching that whole time. Every month the system looks in Search Console at what your buyers search for, and I adjust the content and technology to match. The month after, I build on what worked. You start from €800 a month, and you can cancel month to month.
How many service pages, comparisons and expert content items get attention depends on your market and your competitors. After a short analysis of your situation you get a proposal stating what happens each month.
SEE ALL PRICESVizibly System
Ongoing SEO for your B2B site
Cancel month to month.
Every month a round on your service pages, comparisons, technical SEO and mentions, each time based on what the system measures. You see what happened that month in your dashboard.
- Keyword and competitor research for your market
- Content for every role in the buying committee: user, budget holder and technical person
- Comparison and “what does it cost” pages for the buyer who is close to choosing
- Ongoing technical SEO and security
- Mentions and links in your field
- Pages that Google and AI tools like ChatGPT can read well
- Measuring every month in your dashboard, adjusting together
CASE STUDIES AND MY OWN PROJECTS
What the same approach delivered for clients and on my own sites
WHO YOU HIRE
One point of contact for strategy and execution
With Vizibly you work directly with me, Roy, and with my own Vizibly System. The system lays several data sources side by side, so I quickly see what needs to happen on your site. I then make those changes myself. More about me.
Want to know how that approach plays out? Check for yourself, you don’t even have to email me for that. The same method runs on my own projects, with numbers from Search Console: at Koffienoob, clicks from Google rose from 105 to 2,883 a month between January and August 2026. If you become a client, you see in your own dashboard what happens on your site.
START A CONVERSATION
5.0on Google, 12 reviews
What clients say
“Roy built a beautiful online store for me. With SEO and link building, my revenue has grown by more than 300%!”
Tisiana Henricus
“Roy took on the SEO of our website, and we now rank better on Google. What I value most is that Roy doesn't just do the work, he also gives honest advice about what is and isn't worthwhile for a technical company like ours.”
Mike Fredriks
Weltechniek
“After several years of working together, finally a review on Google. Roy works effectively, is highly innovative (with AI) and helps on many fronts: visibility, tools, websites and other smart online projects!”
Anne Rademaker
Empact
Reviews translated from Dutch.
KNOWLEDGE & INSIGHTS
Insights from Vizibly
An SEO strategy decides where your time and budget in Google go. How to choose your keywords, build rankings step by step and measure what it brings in.
READ ARTICLE
You used to rank in Google with separate pages that each targeted one search term. Now Google wants to see that you understand a whole topic.
READ ARTICLE
What you pay a freelancer or an agency, when outsourcing makes sense, and what to check before you sign.
READ ARTICLEFREQUENTLY ASKED QUESTIONS
Questions about B2B SEO
WEBSITE + SEO
A new B2B site can be added, as a separate step
Your buyer clicks through from Google to your site. If that site loads slowly or looks dated, a B2B decision-maker drops off without reading your offer.
I build a new B2B site as a separate project: fast and clean, with a clear path to an inquiry. Because I also do the SEO, design, content and findability fit together. A site like that starts at €2,000 one-off.
SEE WEBSITES FOR B2B
QUICK SCAN FOR B2B
What I would improve first on your B2B site
In the free Quick Scan I look at your site and your market myself. You see which improvement Vizibly System would tackle first, and why.
Prefer to talk first? Schedule a call.
Request the free Quick Scan
Two short steps. It takes less than a minute.