Always Evolving SEO

B2B and SaaS SEO that shows up in pipeline

Content aimed at buyers rather than browsers, product-led pages for comparisons, integrations and use cases, and reporting tied to pipeline in your CRM.

Book a discovery call What's included

From £3,000 a month · 3-month minimum

Problems we fix

  • Lots of blog traffic, very few demos
  • No pages for comparison or alternative searches
  • Competitors named by AI assistants, but not you
  • JavaScript content that Google can't see
  • Organic leads impossible to trace in the CRM
  • Docs and help pages competing with product pages

How we approach B2B & SaaS

B2B SEO often produces plenty of traffic and very little pipeline. The blog ranks for broad informational terms that attract students and job seekers, while the pages buyers use to compare and choose products are thin or missing. We plan from the other end: the searches people make when they're close to a decision, and the content that helps them choose you.

We also build and sell software ourselves, on the HubSpot Marketplace, so we know the SaaS side first-hand: marketplace listings, trials, onboarding emails, and the gap between a signup and a paying customer. Our reporting follows organic visitors through to opportunities and revenue in your CRM, not just sessions.

What's included

Buyer-intent keyword strategy
Comparison, alternative, use-case, integration and pricing queries mapped to pages, ahead of broad top-of-funnel topics.
Product-led pages
Feature, use-case, integration and comparison pages that show the product doing the job, built as templates where it makes sense.
Thought leadership with an angle
Content built on your own data, product insight and expertise, which is far harder for competitors and AI answers to replicate.
Technical SEO for app-style sites
JavaScript rendering, docs and help centre indexing, marketing site and app subdomains, and international pricing pages.
AI assistant visibility
Making sure assistants include you when buyers ask them for a shortlist of tools in your category.
Pipeline reporting
Organic traffic tied to contacts, opportunities and revenue in HubSpot or Salesforce.
Talk to us about your SEO Paul reads every enquiry himself.

Who it's for

SaaS companies

From early traction to scale-up, where organic needs to bring in trials, demos and signups at a sensible cost.

B2B service firms

Consultancies, agencies and suppliers selling into other businesses with longer sales cycles.

App and marketplace developers

Software sold through marketplaces such as HubSpot, Shopify or Chrome, where listing SEO matters as much as the website.

How the work runs

  1. 1

    Pipeline audit

    Which pages already produce leads and revenue, and where buyer searches have no good page.

  2. 2

    Strategy

    A content and page plan ordered by buying intent and commercial value.

  3. 3

    Technical fixes

    Rendering, indexing and site structure fixed so new pages get found.

  4. 4

    Build

    Comparison, use-case and integration pages, then supporting content.

  5. 5

    Report on pipeline

    Monthly reporting on organic-sourced leads, opportunities and revenue.

Start with a discovery call

Retainers from

£3,000

per month · 3-month minimum

  • Run personally by Paul, not a junior account manager
  • Fixed monthly fee agreed in the proposal
  • Developer-ready tickets, not a PDF to decode
  • Monthly report tied to leads and revenue
  • You own every account, asset and login
Request a proposal

Your first 90 days

  1. Month 1

    Audit and roadmap

    Search Console, analytics and a full crawl reviewed, findings ranked by impact, and a 90-day plan agreed before delivery starts.

  2. Month 2

    Priority delivery

    The highest-impact fixes and content shipped first, with developer tickets written and checked as they go live.

  3. Month 3

    Measure and re-plan

    Results reviewed against the benchmark, what's working doubled down on, and the next quarter's plan set.

Paul Lovell

Your SEO work is done by Paul Lovell

15+ years in SEO across in-house and consultancy roles, speaker at SMX London and Search & Content Summit, and builder of HubSpot apps for indexing and Search Console reporting. No hand-off to a junior after the sales call. More about Paul

B2B & SaaS questions

Something else? Ask us directly.

How long does B2B SEO take to produce pipeline?

Buyer-intent pages can start producing leads within a few months of being indexed, especially on an established domain. Broader content takes longer. We prioritise the pages closest to a decision so pipeline comes first.

Should we write competitor comparison pages?

Usually yes. Buyers search for them, and if you don't publish one, a competitor or review site will tell the story instead. They need to be fair and accurate to be credible.

Can you report SEO against pipeline?

Yes. We connect GA4 and your CRM so organic-sourced contacts, opportunities and closed revenue can be reported, not just traffic.

Do you understand SaaS businesses?

We build and sell our own SaaS apps on the HubSpot Marketplace, so we deal with trials, onboarding, churn and marketplace listings ourselves.

How much does SEO for b2b & saas cost?

Retainers start from £3,000 a month with a minimum three-month term. The exact fee depends on the size of your site and how much delivery we take on. You'll get a fixed monthly figure in the proposal after the discovery call, with no surprise extras.

Why is there a three-month minimum?

The first month is mostly audit and planning, and search changes need time to be crawled, processed and measured. Three months is the shortest period in which you can fairly judge whether the work is paying off.

From the news desk

All insights

Other industries

Book a discovery call

Tell us about your site and where you want it to get to. Paul will reply by email to arrange a call, and if we're not the right fit, he'll say so.

From £3,000 a month · 3-month minimum

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