Industries
SEO & AEO for B2B
Authority on your buyers' problems — in search and in the AI they now consult.
B2B buying is long, considered, and research-heavy — and that research increasingly runs through AI as much as through search. SEO and AEO for B2B build authority on the problems your buyers care about, structure your brand as a trusted entity, and make your content the source AI cites during the evaluation, not just the ranking that shows up for a branded search.
The shift here is no longer emerging, it's dominant: 94% of B2B buyers use AI somewhere in their purchase process (Forrester, up from 89% the prior year), running an average of 17 AI search queries per week during active evaluation (Bain). AI chatbots are now the number one influence on vendor shortlists at 54%, ahead of software review sites (43%) and vendor websites themselves (36%) — and 85% of buyers say they think more highly of a vendor an AI chatbot recommends. Meanwhile 51% of technology brands currently have zero AI citations at all, which means for most categories the bar to differentiate is still genuinely low, not saturated.
It's topical-authority and entity work tied directly to pipeline: cover the buyer's problem space deeply, prove expertise in a form both humans and models can verify, and be present at every research touchpoint — human or AI.
Why B2B SEO is different
Long, multi-stakeholder buying cycles that reward sustained authority over one-time visibility
Problem/solution research dominates over transactional queries
AI chatbots now shape vendor shortlists more than review sites or your own website
94% of buyers use AI during purchase, running an average of 17 AI queries a week while evaluating
Over half of tech brands have zero AI citations — a genuinely open opportunity in most categories
Focus areas for B2B
Buyer-problem topical map
Own the topics your buyers actually research before a vendor is even on the table.
Entity + trust
Be the recognised, verifiable authority in your category, not just a ranking result.
AEO for evaluation
Be cited by AI during the exact stage where 54% of shortlists now get built.
Services that deliver this
Where to start
Content & Topical Authority
Topical Mapping as a Service (Content Strategy)
The blueprint that makes Google see you as the authority — not another blog.
Entity SEO & Knowledge Graph
Entity SEO
Optimise for meaning, not just keywords.
AI Search & Answer Engines
Answer / Ask Engine Optimization (AEO)
Optimise to be cited, not just ranked.
Proof
See it applied
Category brand, B2B (anonymised, NDA)
From Invisible to Cited in AI Answers
AI answers were intercepting the brand's top-of-funnel — without ever mentioning it. AEO changed that.
Read the case studyTry it yourself first
Free tools for this
Content Strategy
Topical Map Builder
Build pillar-cluster content architecture maps. Define topic clusters, subtopics, and content gaps. Export as structured text or Markdown.
Content Strategy
Topic Cluster Gap Visualizer
Enter your main topic and existing content to map subtopic coverage and visualize the gaps you should fill for topical authority.
Entity SEO
Entity Co-occurrence Mapper
Enter a primary entity, related terms, and content to build a heatmap of how often entities appear together — reinforcing topical relationships.
FAQ
Frequently asked questions about SEO & AEO for B2B
Our sales cycle is long — how does SEO help?
By being present and trusted at every research stage, human or AI, so you're already shortlisted — sometimes favourably pre-framed — before sales even engages.
Is AEO relevant for B2B?
Extremely — AI chatbots are now the single biggest influence on vendor shortlists, ahead of review sites and your own website, and 69% of buyers report an AI chatbot changing which vendor they ultimately chose.
How do you tie SEO to pipeline?
By mapping content to buyer problems and evaluation stages, not vanity traffic, and tracking the specific terms and AI prompts that precede a real conversion, not just impressions.
Let's talk
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