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B2B / Professional Services

Beating a bigger rival at their own search.

In B2B, buyers research for weeks before they reach out. They rarely look past the first few results. So the whole game is being the name they see when they finally look.

For a B2B IT services firm up against a bigger, better-known rival.

The main service page
#18
Page two. Almost nobody clicks there.
→
#6
Front page, where buyers ready to hire are looking.
And in the local markets
#1
on several searches in the towns that matter
2×
the Google visibility of the main competitor, even though the competitor's site was stronger on paper

That last one is my favorite. The competitor had more authority. We beat them with a clearer site and clear info about who the company is, not by buying more links.

How

B2B SEO isn't about lots of traffic. It's about the right traffic. The searches are small, but each buyer is worth a lot.

So I set up a page for each city they serve, service pages written the way buyers describe the problem, and links between pages that push strength to the ones closest to a signed contract.

A page for each city Info Google can read Searches from buyers ready to hire Links between pages
Domain authority is a scoreboard, not a strategy. You can beat a bigger name by being clearer about who you are and what you're the answer to.
What it meant for the business
  • +83% more clicks from Google in 2025, and keywords at #1 went from 17 to 22.
  • About 28 real form leads in 3 months that Google Ads had been showing as zero. The forms weren't connected to Google. I connected them, and now every lead shows up.
Read the leads nobody counted →

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