B2B SEO Consultant

Expertise for businesses navigating a changing search landscape

Why hire a B2B SEO specialist?

I’m Alastair, an independent B2B SEO consultant for SaaS and B2B tech teams. I help you win qualified demand with technical SEO, focused content, and authority building, measured by pipeline, not vanity metrics.

B2B companies need more than a standard SEO strategy—they need an expert who understands the unique challenges of longer sales cycles, complex buyer journeys, and reaching multiple decision-makers.

I focus on boosting your website’s visibility on AI platforms and traditional organic search, enhancing your company's online presence to potential customers.

I go beyond improving rankings; I create a strategic roadmap aimed at growing your bottom line.

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Appear for buyer keywords with keyword research

Appear on page 1 for your buyer keywords. Appearing for buyer keywords is a key goal of search engine optimisation, as it increases visibility in Google for bottom funnel terms—a priority when I’m working with a new client, as it has a positive impact on sales pipeline. Organic Search has one of the highest conversion rates in digital marketing.

 

Build trust with your audience

Build trust with your target audience for informational keywords. Effective content creation plays a crucial role in building trust by providing high-quality, targeted information that addresses your audience’s needs and supports your SEO strategy.

This is important for capturing demand and building brand awareness and trust to people that aren’t ready to buy. Content that helps your prospects increases the chance they will seek out your business when they become in-market.

Content marketing also supports long-term brand awareness and lead nurturing by consistently delivering valuable information and establishing your authority in the industry.

SEO as part of integrated B2B marketing

It’s important that SEO isn’t siloed and integrates seamlessly with other channels, complementing and compounding overall marketing impact.

Your marketing team plays a key role in integrating SEO with other marketing channels to maximise effectiveness. I act like an extension to your team, offering SEO expertise. Working collaboratively in this way ensures alignment with the wider marketing goals.

This integrated approach is focused on delivering measurable results that demonstrate the value of your SEO investment.

What I do as a B2B SEO consultant

As an SEO consultant, I lead successful SEO campaigns and work alongside your in-house team to deliver measurable results for your business. I help you build a B2B SEO strategy that is aligned with how people search today, not 10 years ago. That means focusing on visibility beyond traditional rankings and making every visit count. SEO consultants use advanced SEO tools to develop and execute a successful SEO strategy tailored to your goals.

Here’s what that usually looks like:

  • Technical SEO audits
  • Competitor research
  • Content strategy for both traditional search and AI
  • Link building & PR
  • AI search strategy
  • International SEO
  • Local SEO

If you’re seeing diminishing returns from SEO, I can help you rethink your approach and refocus your efforts where they’ll have the most impact. My comprehensive approach ensures you achieve SEO success through ongoing optimisation, strategic planning, and expert guidance.

Why work with a consultant (not an agency)?

You don’t need another expensive retainer or an off-the-shelf SEO package. While some businesses choose a B2B SEO agency or work with larger SEO agencies for their scalability and resources, working with an independent consultant offers unique advantages. You need an experienced consultant who can help you adapt, prioritise, and execute the right strategy for your business.

Working with me means:

  • Flexible B2B SEO expertise
  • Advice rooted in nearly 15 years of experience – not templates
  • A focus on outcomes and value, not just deliverables

I work closely with clients to challenge assumptions, stress-test plans, and make sure every SEO action ties back to business goals. I have a proven track record of delivering measurable results for B2B clients.

If you are interested in finding out more about the SEO services I offer and how I can help your business grow from search, please book a consultation.

Brands I have helped

4D Contact
Datahub Consulting
Duco
Future Visual
SAAF Education
Set3 Solutions

Frequently Asked Questions

I’ve been helping B2B companies with SEO strategy since 2012. Before becoming an independent B2B SEO consultant, I was Head of Search at an award winning B2B marketing agency. I have helped countless companies around the world improve their visibility in search and generate qualified leads. I have worked with tech startups to global enterprise brands.

B2B SEO aims to improve the organic search visibility of a company’s website in order to attract and engage the businesses they sell to. This is achieved through a combination of technical SEO, content and link building.

The main difference between B2B SEO and standard SEO (B2C) is the target audience – businesses vs consumers.

Unlike B2C SEO, which taps into emotional triggers, B2B SEO targets longer sales cycles with educational content designed for multiple decision-makers. By focusing on niche keywords and delivering value-driven insights, it establishes trust, showcases expertise, and attracts high-quality leads that drive revenue growth.

More and more, B2B buyers are expressing a preference for informational digital content to help make purchase decisions, rather than interacting with sales reps. In fact, according to Gartner, 80% of sales interactions between suppliers and buyers will occur in online channels by 2025.

In this increasingly online world a business website must function as a powerful sales tool, offering content that supports B2B buyers at every stage of the purchasing journey.

Millennials, the first digitally native generation, are now playing a bigger role in B2B buying decisions, favouring online interactions over traditional sales calls. In fact, nearly half prefer no contact with a sales rep at all.

What does this mean for businesses? Online channels, especially SEO, are becoming critical to influence B2B buyers. As more decision-makers turn to digital resources, your website needs to deliver the right content to guide their journey. SEO isn’t just important—it’s essential for future-proofing your sales strategy.

Search is changing. AI-generated summaries, reduced click-through rates, and evolving user behaviours mean the old SEO playbook doesn’t work like it used to. But that doesn’t mean SEO is no longer valuable. It simply needs to be approached differently.

B2B buyers still turn to Google to explore challenges, weigh up their options, and assess potential suppliers. In fact, Google’s market share is still over 90%. However, how they interact with results has changed massively. That makes it even more important to be visible in the right moments, with content that’s genuinely helpful and is trustworthy.

SEO remains a solid way to build long-term visibility and credibility. It may not drive the same volume of traffic. But the right strategy should bring in the right kind of attention; the kind that leads to conversations and conversions.

In summary, yes, SEO still matters in the age of AI. But to see real results, your strategy needs to be sharper, more intentional, and built around your audience.

In this new search paradigm, the way we measure SEO success needs to change.

Traditional SEO metrics, like keyword rank and organic traffic, still have their place, but they don’t tell the full story. Rankings don’t always result in visibility (especially with AI overviews pushing results down the page). And traffic is being stolen by AI features as users get the information they need within the search platform.

So B2B companies should focus on meaningful engagement and visibility in context. That means tracking performance more holistically and looking at how your brand shows up across the entire search experience, not just Google.

Some of the new metrics worth paying closer attention to include:

  • Branded search volume: A sign that your SEO efforts are increasing awareness and trust
  • Engagement signals: Time on page, scroll depth, and return visits from organic users
  • Pipeline influence: How organic traffic contributes to leads, opportunities, and revenue
  • Website impressions in the SERP and AI platfoms

SEO still works, but success now looks more like strategic visibility and influence, not just rankings and clicks. My job is to help you define what success looks like for your business, then build a plan to get there.

I offer the full suite of B2B SEO services – technical SEO, content and link building. Here is an overview of what I can help you with:

  • SEO Audit
  • Google Analytics Implementation/Configuration
  • Customer Research
  • Keyword Research
  • Competitor Research
  • Onsite Optimisation & Internal Linking
  • Content Audit
  • Content Strategy
  • Link Building
  • Reporting

SEO retainers are between £1425 – £2850 per month depending on the level of work required. For one off projects I can quote separately.

A B2B SEO consultant is an expert who helps companies that sell to other businesses improve their search engine visibility and drive more website traffic. They conduct comprehensive SEO audits, craft tailored SEO strategies, and provide technical SEO support to help businesses achieve their online marketing goals.

A proficient B2B SEO consultant has a deep understanding of search engine optimisation, keyword research, and content creation. These are essential elements for developing a successful SEO strategy. By collaborating with a B2B SEO consultant, businesses gain valuable insights into their target audience and can develop effective SEO strategies aimed at attracting qualified leads.

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