A B2B buyer isn't browsing for themselves, they're researching suppliers on behalf of a business, often with a longer decision chain and completely different search behaviour to consumer ecommerce.
Get my free audit See how it works| Typical agency | Me | |
|---|---|---|
| Hourly rate | £150+ | £60 |
| B2B ecommerce experience | Often generalist | Real experience across B2B and wholesale sites |
| Who does the work | Often a junior, account passed around | Always me, senior level |
The things that make this business model genuinely different from consumer ecommerce SEO.
B2B search often starts with "supplier of X" or "wholesale X" rather than a specific product name. Content and page structure built around being found as a credible supplier matters as much as individual product pages.
Many B2B purchases happen through a request-for-quote flow rather than direct checkout. Content and page structure that supports this flow clearly, rather than forcing a consumer-style add-to-cart pattern, better matches genuine buyer behaviour.
B2B purchases often involve a researcher who isn't the final decision-maker. Content that supports both the initial research and the case being made internally afterward serves the real, longer buying cycle.
Four steps. No obligation until step four.
15 minutes on your store, your goals, and whether this is genuinely worth pursuing.
A full technical and content audit benchmarked against your closest competitors.
I explain exactly what I found and what I'd tackle first, in plain English.
3-month minimum, then month to month.
A full audit of your B2B or wholesale site's supplier-facing content and technical setup, benchmarked against your closest competitors.
Technical fixes, supplier-focused content work, and reporting you can actually understand.
The search behaviour itself differs, buyers often search for suppliers and categories rather than specific products, and the purchase path frequently runs through a quote request rather than direct checkout. Content and structure need to reflect that.
It depends on the business model, but gated pricing does limit what can be indexed and compared by search engines, worth weighing against genuine business reasons for account-gating.
Often yes. A B2B purchase frequently involves someone researching and someone else approving, and content that supports both stages of that internal process tends to perform better than content built for a single decision-maker.
Often longer than consumer ecommerce, given typically lower search volumes and longer sales cycles, though the value per conversion is usually much higher, which changes how the investment gets judged.