SEO for B2B, technical and SaaS companies
For B2B, technical and SaaS teams across Australia and New Zealand - often selling nationally or internationally - whose buyers research for weeks across several people before a form is ever filled in, with straight answers on what can and cannot be measured.
What good SEO does for your business
Not rankings for their own sake - more of the right enquiries, at a lower cost, from customers ready to book.
Feed the whole pipeline
Technical and SaaS buys involve months of research across several stakeholders. Ranking for the questions each of them asks keeps your business in the shortlist from first search to signed contract.
Build topical authority
In technical categories, the vendor that answers the field's real questions earns the trust. Depth across your subject area makes your business the reference buyers keep returning to.
Reach buyers nationwide
Selling nationally or across borders means competing well beyond your postcode. Content built around how buyers search lets your business rank wherever the demand sits, not just locally.
Measure what actually converts
A single deal rarely traces back to one keyword, and honest reporting says so. Conversion tracking is put first, so investment follows the searches that genuinely move pipeline - not vanity rankings.
Stay ahead of AI Overviews
AI-generated answers are eroding traffic to informational and blog content. Tracking that shift, and shaping content around it, protects the pipeline that top-of-funnel discovery still feeds.
Lower your cost per qualified lead
Organic demand compounds while paid spend resets every month. Search visibility that keeps working brings qualified enquiries in at a steadily lower cost over time.
The SEO built for b2b & technical
Built around how your customers actually search - no filler, no lock-in, everything tied to booked work.
Topical authority content strategy
A planned body of content covering your subject area in the depth technical buyers expect. Authority built across the full topic, not scattered one-off posts.
Multi-stakeholder keyword mapping
The research questions of each decision-maker - technical, financial, executive - mapped to pages that rank for them. Coverage across the whole buying committee, through a long cycle.
Conversion tracking first
Tracking set up before anything else, so enquiries and demo requests tie back to the searches behind them. Reporting grounded in pipeline, with the honest gaps named rather than glossed over.
AI Overview & SERP monitoring
Ongoing tracking of how AI Overviews and search results shift for your terms. Early sight of eroding informational traffic, so content adapts before the pipeline feels it.
National & international targeting
Content and site structure built to rank across the regions and markets you sell into. Reach matched to your actual footprint, whether that's nationwide or across borders.
Technical SEO & site health
The crawlability, speed and structure that let search engines read a complex product site properly. A sound foundation, so the content strategy earns its rankings.
Your account is handled directly by a 15-year SEO specialist - no account managers, no offshore team. Straight advice, an honest answer on whether SEO is even worth it for your business, and month-to-month terms with no lock-in. Same standard across New Zealand and Australia.
Get a free, honest analysis of your B2B search performance
Send me your site and I'll give you a candid read - where you're competing well, where the measurement needs fixing first, and where the real opportunities are. No hype, no obligation, and I'll tell you if I don't think I can help.
Guides that go deeper
Practical, no-jargon reading on the points above.
Fix Your Conversion Tracking Before You Judge SEO or Ads
Every ROI number you calculate sits on top of your conversion tracking. If GA4 and Tag Manager are set up wrong, every conclusion after that is built on sand.
B2B & TechnicalWhy You Can't Always Trace a B2B Lead Back to a Keyword
A bundled quote from a months-long, multi-person sale can't be split cleanly to one search term. Here is what I measure instead of inventing precision.
B2B & TechnicalWhen Your Buyers Research for Months Before They Ever Ask for a Quote
In B2B the sale can take weeks or months and involve several people. Here is how I build and measure SEO for a buying journey that long.
B2B & TechnicalBrand vs Non-Brand Keywords: Why Lumping Them Together Hides the Truth
Brand searches and category searches behave completely differently. Report them as one blob and you hide whether your SEO is actually winning new buyers.
B2B & TechnicalRenaming or Retiring a Product Line Without Torching Your SEO
A product rebrand or discontinuation is an SEO event, not just a marketing one. Handled badly it bleeds rankings and links. Handled with 301 redirects, it keeps the value.
B2B & TechnicalIs SEO Ever Finished? Growth Mode vs Maintenance Mode
SEO is rarely a project you complete. A maturing campaign shifts from aggressive gains to defending and compounding what you have built - and the budget should shift with it.
Questions you might have
Our sales cycle is months long and deals bundle several products. Can you even measure SEO's impact?
Partly, and I'll be straight about which parts. I can measure traffic, rankings, assisted conversions and the overall trend, and I can show where SEO is clearly influencing the pipeline. What I usually can't do is trace one bundled deal back to one keyword - the buyer journey is too long and too many-handed for that. Rather than invent a neat attribution model, I report what's defensible and I'm clear about the edges. That honesty is what makes the reporting hold up when you take it to management.
We're not sure our conversion tracking is set up correctly. Is that a problem?
It's the first thing to fix, and it's more common than you'd think. If GA4 and Tag Manager aren't firing your real conversions properly, every ROI number after that is built on sand. I'd rather spend the early part of our work verifying measurement than produce reports we can't stand behind. Once the tracking is solid, everything else becomes a much more honest conversation.
Should we worry about AI Overviews taking our informational traffic?
For a content-driven B2B business, yes, it's worth paying attention to - your pipeline often starts with people reading your explainers, and AI summaries can answer those questions before anyone clicks. I track AI-search visibility for clients like you, with discipline so it doesn't eat the hours: whether you're being cited for the topics that matter, and structuring content so it's usable as a source. I treat it as one signal among several, not a reason to panic. It's a fast-moving area and my view will keep updating.
We're rebranding a product line. Will that hurt our rankings?
It can, if it's handled carelessly - discontinued and rebranded products are a common way B2B sites quietly lose traffic and earned links. Handled properly, with correct 301 redirects mapping old pages to their replacements, you keep the authority you built. The key is planning the migration before it goes live rather than fixing it after rankings drop. This is exactly the kind of unglamorous technical work that protects what you've already earned.
How do you actually work with clients?
Asynchronously and rigorously. I work over email and shared documents rather than filling your calendar with meetings, which suits data-literate teams who'd rather read a clear written analysis than sit through a call. I diagnose before I recommend, I separate brand from non-brand reporting, and I'm honest about what's measurable and what isn't. I'm an independent consultant working across New Zealand and Australia, so you deal with me directly.
Get a free, honest analysis of your B2B search performance
Send me your site and I'll give you a candid read - where you're competing well, where the measurement needs fixing first, and where the real opportunities are. No hype, no obligation, and I'll tell you if I don't think I can help.