The Lead Agency is a results-focused B2B SEO agency with proven results in B2B vertical markets, including technology, industrial, manufacturing, and professional services. We devise bespoke SEO strategies that reflect the longer, more complex B2B buyer journey, using key success metrics to measure and optimise the campaign for the greatest impact on your bottom line.
B2B SEO requires a distinct approach from B2C SEO because B2B buying cycles are longer, involve multiple decision-makers, and demand research-driven content mapped to each stage of the buyer journey.
Over 71% of B2B customers click organic search results, and SEO leads close at a 14.6% rate compared to 1.7% for outbound leads such as paid ads, according to HubSpot.
Keyword strategy should align with four types of search intent: commercial, informational, transactional, and navigational - to capture prospects at every stage of the funnel.
Backlink quality matters more than quantity; low-quality links can harm rankings, while authoritative backlinks build credibility and improve SERP positions.
Schema markup and structured data help search engines understand page content, which can increase click-through rates and improve visibility in enriched search results.
The Lead Agency acts as an extension of your business, working as an integral part of your team rather than providing off-the-shelf SEO solutions. We work with complex website structures that can cause technical issues for campaign implementation. If the foundations aren't working, we pool our resources and expertise to fix them and overcome any obstacles.
The Lead Agency does not tie you to a long-term plan for keywords that aren't working. We monitor and adapt your strategy continuously to deliver the results you need.
Our keyword research targets terms that meet your overall business objectives, not easy-to-rank keywords chosen solely to inflate traffic numbers on monthly reports.
Monthly reviews ensure we discuss what's working and develop the strategy accordingly, so you're not wasting any ROI.
We deliver conversions that support your marketing efforts throughout the buyer funnel, from Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL).
The LEAD framework is a four-step methodology The Lead Agency uses to develop and deploy B2B marketing strategies that drive measurable business growth.
Learn: We identify your ideal client, understand their needs, and uncover key insights to inform our strategy.
Elaborate: We craft a tailored plan that addresses your audience's interests and business challenges.
Activate: We execute agile campaigns, continuously measuring outcomes to optimise for the best results.
Deliver: We ensure every initiative meets your goals and delivers tangible results, enhancing your brand's impact.
B2B SEO delivers five core benefits: increased visibility for high-value search terms, prospect engagement throughout the buyer journey, higher-quality conversion results, competitive rankings through backlink strategy, and multi-touch omnichannel reach.
B2B industries with specific offerings tend to have smaller keyword databases with lower-volume keywords. The Lead Agency helps clients develop a well-rounded keyword plan. This plan combines broader terms to generate relevant traffic with niche, bottom-of-the-funnel conversion-focused terms.
Our multi-step approach involves researching, evaluating, and aligning keywords to the prospect's buyer journey. We map keywords to buyer signals across the lead nurture journey - from awareness to consideration, evaluation, and decision - incorporating long-tail keywords, industry terms, acronyms, and trends.
Prospects change their search behaviour as they move down the conversion funnel. We ensure your website is SEO-optimised for each stage of buyer readiness so you can attract visitors from the top of the funnel through to the bottom. We devise content to match each stage, ensuring prospects do not bounce to a competitor before reaching the next stage. By adopting a full-funnel enterprise SEO strategy, your business will attract and retain potential customers at every step, filling your sales pipeline and increasing your marketing ROI.
Our SEO strategies go beyond increased website traffic. We create more opportunities for your sales team through tailored SEO tactics devised not only to improve your rankings but also to generate more conversions. Our B2B SEO team focuses on delivering measurable business outcomes. We boost conversion rates through a data-driven conversion-rate optimisation strategy built through years of experience. Because a B2B buyer is unlikely to convert on the first website visit, we devise a range of conversion actions for each stage of the buyer journey.
In the B2B sector, our clients often compete with bigger businesses that have large marketing budgets. We achieve results in a more cost-effective manner through complex B2B SEO backlinking strategies. These strategies improve SERP rankings, build authority and credibility, and generate more qualified website traffic.
A multi-touch omnichannel SEO strategy integrates SEO with other online and offline channels to match how B2B buyers actually research purchases. According to McKinsey research, today's B2B buyers use ten or more channels to engage with sellers. We ensure key messages and visuals are consistent across all touchpoints to tell the brand story and nurture the prospect through to conversion. This holistic approach helps our clients build trust with prospects and move them through each stage of the buyer journey.
B2B marketing strategies require a distinct approach compared to traditional marketing. Our expert B2B marketing consultants analyse your current content marketing activities, provide a comprehensive performance report, and make detailed recommendations to enhance your content strategy, improve engagement, and drive better results.
The Lead Agency achieved 400% growth in leads for ICS Consulting through a tailored B2B-specific SEO approach and keyword strategy.
The Lead Agency differentiates itself through exclusive B2B focus, data-driven measurement, and custom solutions designed for complex buyer journeys.
Key differentiators of The Lead Agency's B2B SEO services | |
|---|---|
Differentiator | What it means for your business |
B2B content marketing expertise | Content crafted for the complexities and longer sales cycles of B2B markets, not repurposed B2C tactics. |
Measurable results | Every piece of content is tracked and analysed, providing clear insights into performance and ROI. |
Custom solutions | Bespoke strategies tailored to your specific marketing challenges. No two campaigns are alike. |
Buyer journey mapping | Digital, data, content, communications, technology, and lead generation/nurturing addressed across the full B2B buying journey. |
B2B digital marketing specialists | Strategies that build a strong lead pipeline. From attracting new customers, nurturing leads, and motivating them to act. |
Data-focused optimisation | Regular custom data analysis and client reviews focused on generating more leads and better quality leads. |
B2B SEO is essential for most businesses because organic search dominates how B2B buyers find suppliers. Search engine optimisation is the continuous practice of improving organic rankings to increase the quantity and quality of visitors — and leads — to your website.
With a market share of 94.79% in Australia, Google dominates the search landscape (Bing holds roughly 4%).
According to Google's Think with Google research, over 71% of B2B customers click organic search results, and 80% of customers do not click beyond the first page.
B2B customers are also 57% along their purchase decision before they perform an action on your site.
Research by HubSpot found that SEO leads close at a 14.6% rate, compared to 1.7% for outbound leads such as Google Ads.
"89% of B2B researchers use the internet during the B2B research process."— Google / Millward Brown Digital, "The Changing Face of B2B Marketing"
Beyond conversion rates, organic results provide free and unlimited traffic 24/7 all year round. The potential long-term ROI on an SEO campaign can far exceed most other forms of B2B lead generation.
B2B Local SEO is the practice of optimising your online presence to attract business customers searching for products or services within a specific geographic area. It is a powerful way to tap into nearby prospects actively looking for what you offer.
Local SEO has grown significantly over the last five years, in parallel with the rise of smartphone usage, better internet connectivity, and cheaper data plans. While it shares similarities with organic SEO, Local SEO is focused on providing results relevant to a searcher's current location.
A BrightLocal survey found that 50% of mobile-based local searches resulted in a store visit or action (such as an enquiry) within 24 hours.
More than 60% of searchers prefer dealing with local businesses and use location in their decision-making. Additionally, 84% of searchers reportedly trust online reviews from sites such as Google, Yelp, and TripAdvisor as much as personal recommendations.
Unlike Google Ads, Local SEO results are free, always visible, and provide unlimited, high-quality visitors to your site. Local search results rank below the top three paid results and above organic results within the searcher's locality. By appearing in this prominent position, you effectively get free, high-quality inbound leads from ready-to-purchase customers.
The Lead Agency is a "White Hat" SEO agency, meaning all optimisation practices comply with Google's Search Essentials guidelines (formerly Google Webmaster Guidelines). White hat SEO focuses on delivering accurate information to users quickly and sustainably.
Black Hat SEO, by contrast, refers to aggressive practices intended to trick search engines. These practices include keyword stuffing, bulk-buying backlinks, spamming blog posts, and using cloaking or doorway pages from networks of unrelated sites.
Since the Penguin Update rolled out in mid-2016, many Australian websites using Black Hat SEO suffered dramatic organic ranking and traffic losses. Some incurred manual Google penalties. Well-known brands that have been penalised include BBC, JCPenney, BMW, and the Washington Post.
As B2B Marketing specialists, safeguarding our clients' brands and online assets is as important as helping them dominate organic search results. We invest heavily in SEO research to ensure 100% compliance with White Hat SEO practices.
Our services include creating and distributing engaging, high-quality content, manually acquiring high-quality backlinks, mobile optimisation, optimised site architecture, and improved user experience.
We specialise in B2B marketing and ensure our SEO methods address the unique demands of B2B companies. The key distinctions between B2B and B2C marketing include:
B2B buying involves multiple decision-makers, whereas B2C typically has only one
B2B products and services are generally much more expensive than B2C goods
B2B sales have longer buying cycles
For these reasons, B2B purchases are more research-driven and competitive. Using B2C methods to compete in B2B markets is less effective. That's why you need an agency that specialises in B2B SEO.
You incorporate keywords with search intent by aligning each keyword to a specific stage of the buyer journey and structuring your content to address that intent directly. Simply ranking for keywords without matching user intent will not generate leads or conversions.
There are four types of keyword intent your SEO strategy should address:
Commercial (high) intent: The searcher intends to take action. Key phrases include terms like "Buy," "Join," and "Subscribe."
Informational intent: The searcher seeks more information about a product or service. Direct selling may not work with this segment, but it is ideal for generating leads through gated content. Keywords include "How to," "Why," and "Compare."
Transactional intent: This intent sits between commercial and informational. Queries can represent both a desire to purchase and a desire to learn more. Keywords include "Reviews," "Vs," and "Top 10."
Navigational intent: The searcher includes brand names, indicating they know exactly what they want and seek to navigate directly to the relevant page.
To achieve SEO success, understand the intent behind your target audience's keywords. Then structure your content to provide direct answers to their questions at each stage.
Backlinks have a significant impact on B2B SEO by improving a website's credibility and trustworthiness, which leads to higher search engine rankings and visibility. Quality backlinks also drive referral traffic, increase brand exposure, and create opportunities for partnerships.
Evaluate your backlink profile by focusing on quality over quantity. More backlinks don't always mean higher rankings. Search engines are increasingly effective at identifying black-hat link-building strategies, and a large number of low-quality backlinks can harm your site's performance.
Google Search Console and other tools can show you which backlinks point to your site. If you have a significant number of links from low-quality sources, you may need to start the process of disavowing these links.
The Lead Agency's B2B Local SEO services focus on optimising your local online presence to capture high-quality inbound traffic from nearby customers. If your site isn't ranking for local results, you're missing out on ready-to-purchase leads.
Get in touch with the Lead Agency today and learn how we can help your business get found by local customers.
Ensure your Google Business Profile is optimised and linked to your site. The NAP (Name, Address, Phone) on your profile must match your website. Add geo-tagged images of your business premises, staff, and products, along with opening hours and links to your other Google profiles.
Create a dedicated Contact page on your website that contains your correct business name, street address (not a PO Box), and phone number.
Target your ads by location and use location extensions. Google Ads enhances visibility by linking your Display Ad to include location extensions with addresses and phone numbers.
Ask happy customers for reviews actively, and respond to negative reviews as quickly as possible to resolve them.
The Lead Agency chooses B2B keywords through extensive research, using industry-standard tools combined with direct client input. We conduct in-depth research to ensure your site is fully optimised and driving the right traffic.
Our strategy targets keywords for long-term success while also taking advantage of quick-win opportunities. We align keyword selections with your products, services, and buyer personas. We then incorporate these keywords into your content and optimise your website to appear in search results for these terms.
The number of keywords we implement depends on your budget and goals, which we discuss with each client. We aim to gather a range of profitable and relevant keywords that boost overall website performance and drive conversions.
B2B SEO costs vary based on several factors: the keywords you want to target, your industry, your website's history, and the complexity of the SEO tasks involved. Our SEO campaigns are tailored to each business's requirements. To provide an accurate cost estimate, we need to understand your goals and objectives in detail.
Schema markup is important for B2B SEO because it helps search engines understand page content, resulting in enriched search results and potentially higher click-through rates (CTR).
By using structured data, Google's bots can grasp the meaning and purpose of each webpage. According to Google's developer documentation, "Structured data is a standardised format for providing information about a page and classifying the page content." For example, a recipe page would include ingredients, cooking time, temperature, and calories.
Major search engines support various structured data types, including:
Book, Movie, Music Recording
Recipe
Event
Health and Medical
Organisation
Person
Place, Local Business, Restaurant
Product, Offer, Aggregate Offer
Review
Action
B2B SEO targets multiple decision-makers involved in longer buying cycles, while B2C SEO typically targets a single consumer making faster purchase decisions. B2B keywords tend to have lower search volume but higher commercial value, and B2B content must address the research-driven nature of business purchases. B2C SEO often relies on broader, higher-volume keywords and emotional appeals rather than detailed, educational content.
B2B SEO typically takes 3 to 6 months to show measurable improvements in organic rankings and traffic, though competitive industries may require longer. Results depend on factors such as your website's current authority, the competitiveness of your target keywords, and the scope of technical and content work required. Because B2B sales cycles are longer, tracking conversions from SEO to closed deals can take additional months beyond initial ranking gains.
B2B SEO and paid search (such as Google Ads) work well together. Paid search delivers immediate visibility for high-intent keywords while SEO builds long-term organic authority. According to HubSpot data, SEO leads close at 14.6% compared to 1.7% for outbound leads, so a combined approach lets you capture short-term traffic through ads while investing in the higher close rate that organic search delivers over time.
Website speed directly affects B2B SEO performance. Google has used page speed as a ranking factor since 2018, and its Core Web Vitals metrics - Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP) - are part of the page experience signals that influence rankings. Slow-loading pages also increase bounce rates, which reduces the time prospects spend engaging with your content and moving through the buyer journey.