Get a handle on your website SEO in 5 simple steps

How to boost your B2B company's SEO in 2025 - 5 concrete steps

If you run a B2B tech company, you probably already know that your website is often the first impression potential customers have of you. But how good is it at showing up where your customers are looking for your services - in Google?

In this article, we dive into how you as a tech company can optimise your website and ensure your services are found by the right decision makers. We start with five proven SEO steps, customised to your world - where data, functionality and technology matter.

Why SEO is still (and will continue to be) a game changer

SEO (Search Engine Optimisation) is far from dead - in fact, today it's more important than ever, especially for B2B companies. Knowing that over 90 % of all purchases start with a Google search, it quickly becomes apparent: If you're not visible, you don't exist.

For B2B companies, where sales processes are longer and often involve multiple decision makers, it's crucial to be present at the moment the search starts.

1. Start by knowing your ideal customer - and how they search

Many SEO strategies fail before they even begin because they start with what vi as a company would like to communicate. Not in what customers actually looking for.

Start by asking yourself the questions:

• Who exactly do we want to engage with?
• What problems do they face in their daily lives?
• What words and phrases do they use when looking for solutions?

If you work with industrial machinery, it may seem obvious to talk about “CNC machining”, but perhaps your customers are actually looking for “custom aluminium blanks” or “efficient subcontractor for machine production”.

Our recommendation:

• Research which keywords your potential customers are actually using.
• Use tools like Google Keyword Planner or Ahrefs to find data.
• Conduct interviews with current customers to gain insight into their language universe.

2. SEO isn't about keywords - it's about intent

Too many people think SEO is about stuffing texts with as many keywords as possible. It used to be. But today, it's much more about understanding, what the user is trying to achieve with their search.

Google has become smarter - and so should you.

There are three main types of search intent you should be aware of:

• Information search: “How does a PLC controller work?”
• Comparison: “Best automation companies in Jutland”
• Action driven: “Get a quote for industrial automation”

Your SEO strategy should match your expertise with user intent. You do this by building content that supports their entire decision-making process - not just right before the contact.

3. Your website should speak to both humans and machines

SEO can quickly become technical. But the most important thing is to make the business side strong - and this is directly related to how you structure your content and present your value.

Here are some simple but effective SEO checkpoints:

• Page titles: Use clear titles that reflect what the page is about - with relevant keywords.
• Meta descriptions: Write short, concise descriptions that make people click.
• URL structure: Keep your URLs short and descriptive - it helps both Google and the user.
• Headlines: Use H2 and H3 strategically - and only one H2 per page.
• Loading speed: A slow page costs you rankings. For example, use the PageSpeed Insights tool to check your speeds.

Remember to make it easy for the user to find their way around. If you work with 4-5 technical services, there should be one SEO-optimised page for each. Not all on one page.

4. Long, value-adding content works - especially in B2B

Google loves in-depth, relevant content. And so does your target audience.

Instead of writing ten short 200-word product texts, consider writing one strong and strategic 900-1000 word landing page that really delves into how your solution makes a difference.

Technical decision makers in particular (as many of your customers probably are) prefer to see details, examples and documentation. If you can show logic and value - with solid facts - you're already ahead of your competitors.

Good content examples for B2B tech companies could be:

• FAQ about a new technology you are working with
• Case studies from collaborations with other customers
• Checklists on how to choose the right supplier
• Comparison articles: e.g. “THE DIFFERENCE BETWEEN PLC AND DCS - WHAT SHOULD YOU CHOOSE?”

Also, utilise internal link building - linking between relevant pages on your own website. This helps both the user and the search engine understand the connections.

5. Off-page SEO: Authority and trust through publicity

When technical customers choose a partner, it's not just about technical specs. It's about trust. And links from trustworthy sources are still one of Google's most important signals when it comes to trustworthiness.

Consider:

• Are you mentioned in relevant industry forums?
• Do you have cases or articles on external media?
• Do you get backlinks from partners, industry organisations or customers?

It can be worth investing time in guest posts, presenting cases on media platforms such as Ingeniøren, Maskinbladet or similar, and getting your customers to link to you when you are a supplier.

It is precisely these so-called backlinks that create authority that is rewarded by search engines.

Want to get started - or get started the right way?

SEO can seem like a tall order. But as a tech-focused B2B company, your competitors are often not super sharp on digital visibility. This gives you a golden opportunity.

As a digital agency, we work with a strong focus on data and results. If you need advice on how to structure your SEO strategy - with concrete value for your business - you are always welcome to contact us.

The question is really just this: When your ideal customer searches Google, are you there or do they go to your competitor?