Rank for the committee, not the click
The three searches that close deals
The champion searches the problem. The skeptic searches "your company reviews" and "your company vs alternatives". The executive asks an AI engine for a shortlist and reads nothing else. Most B2B sites publish thought leadership for the first person and nothing for the other two, which is why deals stall in ways marketing never sees.
Comparison pages are due diligence you control
If the "you versus competitor" page does not exist on your domain, the skeptic reads it on theirs. Honest comparison pages, including where the competitor genuinely fits better, outperform puffery because the committee is fluent in puffery. We wrote our own against retainers, including when retainers win; that page sells harder than anything else we could have put there.
The AI shortlist is the new analyst report
"Best consultancies for X" asked to ChatGPT returns names with reasons. Getting on that list is entity work: corroboration in directories, reviews, press and topical content the engines can quote. The AI visibility audit shows whether you exist there today; Link Building compounds the corroboration.
The stack we would buy, in order
| Step | Task | Price |
|---|---|---|
| 1 | Keyword Strategy, map all three searchers' queries | $195 |
| 2 | SEO Content, comparison and proof pages first | $395/mo |
| 3 | Link Building, the corroboration engine | $595/mo |
What the first 90 days look like
Month one pairs the Keyword Strategy with the Technical SEO Audit, because B2B sites are usually small enough to fix fast and the leverage is in choosing the right twenty keywords, not the possible two hundred. Month two ships the first comparison and alternatives pages, the due-diligence content your buyers read in week two of their process. Month three adds proof assets, case write-ups with real numbers, and the first AI citation snapshot, because analyst-style questions like "best implementation partner for X" are now answered by engines.
Proof assets that rank and close
The highest-performing B2B pages do two jobs: they rank for a comparison query and they arm your champion internally. A case study with a real number in the title, a scope, and a timeline gets forwarded to the CFO; a page of adjectives does not. We write the former, and the QA gate exists precisely to reject the latter.
Questions B2B firms ask us
Our sales cycle is nine months. Can SEO even be attributed?
Yes, at the first touch. Comparison and alternatives pages show up early in buying committees' research, and form fills from those pages are tagged as such. Judge SEO by qualified conversations started, not by last-click revenue.
We sell to a tiny niche. Is search volume too small?
Small volume with buying intent beats large volume without it. Forty searches a month for your exact category, converted at B2B deal sizes, funds everything. The keyword strategy sizes this honestly before you commit.
What about LinkedIn versus SEO?
Different jobs. LinkedIn creates demand and familiarity; search captures the moment the committee starts comparing options. The comparison pages are where both channels cash out, which is why they come first.
One honest caveat: the timelines above describe when movement typically starts, not a guarantee. Search engines do not sign contracts, and results land quicker or slower than any plan. What we guarantee is the deliverable itself: scoped work, QA gated, revised up to three times until it matches the brief.
Start with the committee map
The Keyword Strategy names what your champion, skeptic and executive each search, and which pages are missing.