B2B SEO with a clear process and a data-driven focus on leads

  • A B2B SEO agency tailored to your organisation
  • Bringing structure and clarity to your B2B SEO
  • AI SEO for B2B
  • Data-driven, clear, and measurable lead generation goals
  • A proven and collaborative content process
  • Scale your content production with Topdog’s B2B SEO consultants
  • Based in Stockholm, serving clients across Sweden

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Do you need help with B2B SEO?

  • Contact us

    Contact Topdog to find out more about B2B SEO.

  • Meeting

    We arrange a meeting to discuss how we can help.

  • Analysis

    Topdog runs an analysis tailored to your situation.

  • Quotation

    Topdog puts together a project plan and a cost proposal.

Topdog is the Stockholm B2B SEO agency that helps you reach other businesses through search optimization. Today, most buying journeys start with a Google search or a question put to an AI tool, whether the product or service is for professional or personal use. Understanding how a buyer being a business changes the purchasing process is critical to effective, successful B2B SEO.

Why do clients choose B2B SEO specialists from Topdog?

  • Topdog’s seniority and expertise in B2B digital marketing, and in delivering change projects within client organisations. Every B2B SEO expert at Topdog has 10+ years of experience.
  • You work directly with an expert in content or search optimization. There are no project managers or account handlers standing between you and the specialist, which also means the expert gets to know your business over time.
  • Personal commitment. SEO is hard, so Topdog’s consultants give every client everything they have.
  • Topdog follows a clear process for B2B SEO and content: first build insight within the client’s business, then execute. We never change anything until we understand why it needs to change.
  • Topdog is strong on project management, and that is what creates lasting change. When we finish, you can count on the impact and business value continuing for a long time.
  • Topdog’s search specialists are excellent at both technical SEO and content
  • Topdog is good at adapting to each client’s circumstances and running SEO and content as structured projects.
  • Topdog helps clients scale up faster, for example by accelerating content production or through focused technical improvement and development. The results are then measured in Google, in the form of more traffic and conversions.

The impact of Topdog’s B2B SEO and content services

Below you can see the Google visibility achieved on a B2B SEO project where Topdog handled content, technical search optimization, keyword research and AI SEO in the form of Google AI Overviews, and took responsibility for delivering the SEO. The company is Ramudden, which works in road safety. Since this project, Ramudden has scaled up, and we are now running the same project at a European level.

Below is a summary of what we delivered, the problems we had to overcome and the result. Just close the SlideShare cookie banner to view it. If you’d like to see more Topdog client cases, you’ll find them here:

How do you succeed with search engine optimization in B2B?

In the video below, we share key insights into B2B SEO and how, as a B2B company, you win leads through Google.

Topdog’s strategies for B2B SEO

In B2B, few searches lead directly to business, and the ones that do often have low search volume. The reason is simple: B2B buyers are rarely ready to buy when they begin their research. That is why “classic SEO” isn’t enough on its own to hit business goals. To create real impact, you need SEO, Google Ads and a business-driven content strategy working together.

The searches closest to a purchase need to be met by landing pages built to drive decisions, not just visibility. That calls for clear positioning, a strong value proposition, a high-quality user experience and conversion optimization, alongside content that explains why your particular B2B offering is the right choice and what concrete business benefits the customer can expect. A content analysis can help you identify which pages are underperforming.

As AI search, AI SEO and tools such as ChatGPT take up an ever-larger part of the customer journey, the picture changes again. Much of the research phase now happens inside AI tools, and the user often clicks through to a website only at the very last step. This raises the bar for a sound site structure, clear segmentation and a strong brand narrative that also works in AI-driven search and when optimizing for ChatGPT.
To succeed with modern B2B SEO, then, you need the whole package: the right structure, the right message and landing pages that combine UX, conversion, content and technology, including performance, structured data and AI-adapted optimization.

b2b-seo så tar du fram en lyckad strategi

How does Topdog do B2B SEO?

1. Keyword research and site structure

The work starts with thorough keyword research. The aim isn’t simply to identify keywords, but to build a long-term, sustainable site structure, with particular focus on commercial searches. These are the searches that ultimately drive business, growth and leads in B2B.

A clear, logical site structure is also a prerequisite for AI SEO. Without the right structure, it’s hard to perform in AI-driven search engines, even when the content on individual pages is accurate and relevant.

2. UX, conversion and a better user experience

In B2B, every potential customer is hugely valuable. Even when traffic from the converting searches is low, the business value is high. That’s why we put so much weight on creating the best possible experience for the user.

This means work on UX and design, conversion optimization and content, so that visitors quickly grasp the offering, the value and the next step. Our B2B projects therefore tend to include concrete improvements to both the user experience and the conversion flows.

3. Content strategy and content

Building on the keyword research, we develop a B2B-focused content strategy and create conversion-driving landing pages. These pages often generate limited traffic at first, but they act as a strategic skeleton for the whole investment.

This also lets us align SEO with Google Ads early on. In parallel, we adapt the navigation and menu structure so they support the content and make it easy for users to start their buying journey, whatever their entry point.

4. Technical SEO and home page

Technical SEO for B2B companies is often a smaller piece of the puzzle, but factors such as Schema and load time can be decisive for whether a site performs in both traditional and AI-driven search. Here we make sure the basics are right and that the site is technically optimized for visibility and performance.

In almost every B2B project, this includes improvements to load time, structured data (Schema) and technical stability. At the same time, we adjust the home page to make it clearer, more user-friendly and more conversion-driving.

5. Scaling up content production

Once the foundation is in place, we set out a clear action plan for ongoing content production. The content is produced with both depth and relevance in mind, so that each article tackles a main topic and the related questions that matter on the buying journey.

With clear KPIs in place, we make sure the content doesn’t just drive visibility, but also contributes to leads, business and long-term growth.

Process för b2b-seoTopdog’s SEO process for B2B companies.

 

What does a B2B SEO agency do?

När du anlitar en SEO-byrå som Topdog får du bland annat hjälp med:

  • Strategy
    • Together we develop a B2B strategy with a concrete action plan setting out what needs to happen for you to reach your business goals.
  • Keyword research
    • We carry out thorough keyword research that forms the basis for content production and also reveals how your target audience behaves on their buying journey.
  • Business development
    • You gain valuable insight into what your target audience actually wants, which in turn helps you sharpen your marketing and grow your business.
  • More conversions
    • We have long experience of running SEO projects and make decisions based on hard data, which leads to more conversions and increased sales.
  • Technical SEO
    • Although content takes the lead role in any SEO investment, the technology also needs to be in order for you to reach your audience. We fine-tune the technical side for you.
  • Scaling up content production

 

When should you do B2B SEO?

If you run a B2B company, SEO is one of the most powerful tools for increasing sales. Every second, Google gathers vast amounts of information about your target audience, which can show you how to meet their needs and improve your own profitability. Topdog is based in Stockholm, but we help companies across the whole of Sweden run SEO projects from start to finish. You’re very welcome to get in touch if you’d like to know more.

Our clients

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Why should you choose Topdog for B2B SEO?

  • Safe, clear B2B SEO processes
  • Clear technical project planning
  • Adaptation to your technical team
  • Genuine interest in you as a client
  • Solutions built around your situation
  • Hands-on execution alongside you that delivers results
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Frequently asked questions about B2B SEO

  • What is the difference between SEO for B2B and B2C?

    There are two major differences. First, B2B SEO leans more on content SEO, creating relevant content the user can engage with throughout their buying journey. Second, B2C SEO leans more on technical SEO, because the main content consists of products rather than text, so it's the technical work that affects rankings in Google.

  • What does B2B SEO include?

    The following, in order of priority from most to least important: content, UX improvements, technical SEO and links.

  • Why is SEO important for B2B companies?

    B2B buying journeys are often long, which means B2B companies need to engage more with the prospective business buyer. SEO and content can meet that need in a scalable way.

  • How do I choose the right SEO agency for B2B SEO?

    Your agency needs to be able to a) connect content in Google to your business and b) scale up content production so you can reach the value waiting for you in Google sooner. That requires a shared, scalable process.

  • What does B2B SEO cost?

    Unfortunately that's a bit like asking how long a piece of string is. Topdog's B2B clients spend between SEK 250,000 and SEK 1.2 million per year on B2B SEO.

  • Do B2B companies need a different SEO strategy from e-commerce?

    Yes. B2B optimization is more about UX and content. On top of that, the various AI search tools matter more for B2B.

  • Is SEO effective for B2B companies that sell complex services?

    Yes, and it's especially important because the customer journey is long. You need plenty of content to influence the user along that journey, and when they're ready to convert, the experience has to be perfect.

  • How long does it take before SEO delivers B2B leads?

    You should be able to see the effect within 1–3 months.

  • Which type of content works best for B2B SEO?

    Content for landing pages, because they're so important for winning leads.

  • How does Topdog work with SEO projects and project management?

    We work in project form, starting with analysis and insight and moving on to execution. When we deliver SEO, a shared, agile process is essential.