B2B SEO agency for qualified leads,
not clicks.
We help businesses with long sales cycles and more than one decision maker win more of the right enquiries from Google. We build pages for every person on the buying committee, then report on qualified leads and pipeline, not traffic.
Our SEO analyst will review your site and email your top opportunities.
Trusted by Australian businesses
What B2B SEO is, and how
it differs from B2C.
B2B SEO is search optimisation for businesses that sell to other businesses, built around the long, researched decisions several people make before they get in touch.
A consumer might search once and buy. A business buyer searches for weeks, shares links with colleagues and checks your credentials before anyone fills in a form. SEO for B2B has to answer each of those people, which is why we start with who is in the room. It’s one of the specialist campaigns run by our SEO agency Australia team.
| Area | B2C SEO | B2B SEO |
|---|---|---|
| Who decides | One person | A buying committee of 3 or more |
| Sales cycle | Minutes to days | Weeks to months |
| Keywords | Broad, high volume | Specific, low volume, high value |
| Conversion | A sale | An enquiry, quote request or demo |
| Success measure | Revenue per visit | Qualified leads and pipeline |
Who searches what, and when:
a sample B2B SEO strategy map.
Most B2B sites write for one buyer. Real decisions involve four or more, each searching for something different at each stage. Every B2B SEO strategy we build starts with a map like this.
| Who | 1. Problem | 2. Shortlist | 3. Decision |
|---|---|---|---|
| Operations managerThe champion | reduce forklift incidents warehouseGuide with a site checklist | warehouse safety barrier suppliersSolution page | safety barrier installation processProcess and project pages |
| WHS or engineering leadThe technical evaluator | machine guarding requirements australiaStandards explainer | polymer vs steel safety barriersComparison page | barrier impact test dataSpec sheets and downloads |
| Finance or procurementThe budget holder | cost of workplace injuriesCost guide | safety barrier cost per metrePricing guide | supplier insurance and accreditationCompliance page |
| General managerThe final sign-off | warehouse safety obligationsPlain-language obligations guide | safety supplier reviewsCase study hub | company name + reviewsAbout, team and references |
B2B SEO services
we deliver.
Everything that decides whether the right people at the right companies find you, handled by one team.
Selling software? See our SaaS SEO agency page. Professional services firm? See SEO for accountants and SEO for law firms.
Lead quality over volume,
reported from your CRM.
We judge B2B SEO on qualified leads and pipeline, because a hundred visits from students is worth less than one visit from a buyer.
Long sales cycles break last-click reports. So we stamp the first organic visit on each lead and follow it through your CRM to qualified lead, opportunity and won deal. Your monthly report and review call show which pages start real conversations.
- Enquiries and calls from organic search
- Qualified leads and pipeline by landing page
- Rankings by buying stage and AI search visibility
What changed: the new compliance page brought three qualified leads from procurement teams. Next month: the comparison page for technical evaluators.
Your first 90 days
of B2B SEO.
Most B2B businesses see early enquiries from new bottom-of-funnel pages within 3 to 6 months. Pipeline you can report on usually builds over 6 to 12 months, depending on your sales cycle.
- 1 Month 1
Audit, tracking and committee map
- Full audit of technical health, content and competitors
- GA4, Search Console and call tracking, with lead source sent to your CRM
- Buying committee map built with your sales team
- Priority fixes shipped
- 2 Month 2
Pages for each decision maker
- Solution and industry pages rewritten
- First comparison, cost and compliance pages live
- On-page fixes and internal linking
- 3 Month 3
Authority and first report
- Industry link building begins
- First report on leads, lead quality and rankings
- Review call with you, and your sales lead if you like
After 90 days: the campaign continues month to month with no lock-in contract.
Getting traffic but the wrong enquiries?
Get a free B2B SEO audit and we’ll show you which buyers your site is missing.
Choosing a
B2B SEO company.
Large agencies, a B2B SEO consultant and in-house hires can all work. Here’s what each option looks like. Want direction for your own team instead of delivery? See Humming Web SEO consulting. Need leads while SEO builds? See our Google Ads management.
| Criteria | Humming Web | Large agency | Consultant | In-house hire |
|---|---|---|---|---|
| Typical monthly cost | $1,000 to $5,000 | Usually higher | Varies by day rate | A salary plus tools |
| Who does the work | A dedicated team of four | A team behind an account manager | Advice, you deliver | One person |
| Reports on | Qualified leads and pipeline | Detailed dashboards | Varies | Whatever they set up |
| Contract | No lock-in | Often 6 to 12 months | Usually flexible | Employment terms |
4 B2B SEO red flags
- Reports full of traffic and rankings, with no leads. Traffic that never enquires is a cost.
- Chasing high-volume terms your buyers don’t use. Students and job seekers don’t sign contracts.
- Content that ignores the technical evaluator. One unanswered question can stall a deal.
- Guaranteed rankings. Nobody controls Google’s results.
The team behind
your B2B SEO.
The same four people from day one, who learn your buyers, your sales process and your industry.
SEO lead
Builds the committee map and sets priorities with your sales team.
SEO analyst
Handles technical SEO and lead tracking into your CRM.
Content writer
Interviews your experts and writes for each decision maker.
Account executive
Your day-to-day contact, who runs the monthly review call.
What our clients say
“Humming Web completely transformed how we approach Facebook and Instagram advertising. Before working with them our ad spend felt like money down the drain, high cost per lead, low quality enquiries, and no real transparency from our previous agency.”
“Our social media went from an afterthought to our strongest brand asset. Content is original, on-brand, and actually looks professional. Engagement tripled in two months. Completely hands-off for us — they send the calendar, we approve it, done.”
“At $99/month I was sceptical. It seemed too cheap to be quality. I was completely wrong. The content looks better than what bigger agencies quoted us three times the price for. No templates, no stock photos — everything is made for our brand.”
“I'd tried two other agencies before Humming Web. This is the first time my Meta Ads have actually made me money. Transparent, fast to respond, and genuinely care about results. 5.2× ROAS in month two. Can't recommend enough.”
“We always knew our socials needed work but never had the time. Now it's completely hands-off. Monthly calendar, we approve, it goes live. Clear reporting. Completely stress-free and the content quality is excellent.”
“Finally an agency that speaks plain English. Weekly reports tell us exactly what's working — no vanity metrics, no jargon. Leads are up 3× compared to what we were getting before. Direct line to the campaign manager is a game changer.”
“Switched from a large agency where we were just another account number. The difference is night and day. Humming Web actually understand our business, suggest new ideas, and are proactive. Results have been consistent and improving each month.”
“The no lock-in thing was what got me to give it a try. Three months later I'm not going anywhere. Content is consistently on-brand, engagement is up, and it's genuinely one less thing I have to think about. Worth every cent.”
“We tried doing it ourselves for years. The content from Humming Web is miles ahead — professional, creative, and actually gets engagement. Setup was painless and they were posting within a week. No contract, no setup fee. Simple.”
B2B SEO questions we get asked.
What is B2B SEO?
B2B SEO is search optimisation for businesses that sell to other businesses, built so every decision maker finds useful answers while they research. It covers keyword research by role and stage, solution pages, content, technical SEO, links and lead tracking.
How is B2B SEO different from B2C SEO?
B2B SEO serves several decision makers over a long sales cycle, while B2C SEO usually serves one person making a quick purchase. B2B keywords have lower volume, but each lead is worth far more.
How much does B2B SEO cost in Australia?
B2B SEO with Humming Web generally runs $1,000 to $5,000 a month, depending on how many buyer roles need content and how niche your industry is. We scope each B2B campaign after looking at your sales cycle and the accounts you want to win.
How long does B2B SEO take to generate leads?
Most B2B businesses see early enquiries in 3 to 6 months and reportable pipeline in 6 to 12 months. Your sales cycle matters too: if deals take six months to close, revenue from SEO follows that timeline.
Is SEO worth it if only a few hundred companies buy what we sell?
Yes, if each deal is valuable and your buyers research online before they call. It's less worth it when buyers come only through tenders or referrals. Then a smaller campaign focused on proof and brand searches makes more sense.
How do you measure B2B SEO when deals take months to close?
We record the first organic visit on each lead and follow it through your CRM to qualified lead, opportunity and won deal. Monthly reports also show enquiries, calls, rankings by stage and AI search visibility.
Can SEO work in an industry with low search volume?
Yes. Low-volume searches in B2B are often made by the exact buyers you want, so ten searches a month can matter. We target specific problems, specifications and comparisons rather than broad terms with no buyers behind them.
Do you work with our sales team?
Yes. Your sales team knows the questions buyers ask and which leads are good. We interview them for the committee map, use their feedback to judge lead quality, and invite them to review calls if you like.
What makes a good B2B SEO strategy?
A good B2B SEO strategy answers every decision maker, starts with the pages closest to a purchase and is measured in qualified leads. It also feeds sales with content they can send to buyers mid-deal.
Should we hire a B2B SEO consultant or an agency?
A consultant advises your team, while an agency does the work. A consultant suits businesses with in-house writers and developers. An agency suits teams who need the pages, links and reporting delivered.
Reach every decision maker
earlier.
Your free B2B SEO audit shows which buyers and stages your site is missing. No pitch, no pressure, just honest advice.
- Buying committee map built with your sales team
- Pages and content for each decision maker
- Lead quality report and monthly review call
- No lock-in contract