Six people research your product independently. Publish for all six.

Three structural differences. Buying committees: 6-10 stakeholders research independently, so content must serve the economic buyer, the technical evaluator, the end user and the sceptical CFO with different pages. Long cycles: months between first search and signature, which changes both content strategy (nurture-worthy depth) and measurement (pipeline influence, not last-click). And low-volume, high-value queries: a term with 30 searches a month can carry six-figure pipeline, so keyword prioritisation runs on deal maths, not volume tools.

Mapping the pages to the people: comparison and pricing content for evaluators, ROI and business-case material the champion can forward internally, technical documentation and security pages for the specialist gate, and implementation-reality content that de-risks the decision. Most B2B sites publish only top-funnel thought leadership plus a product page, and lose deals in the undocumented middle where committees actually deliberate.

In pipeline with attribution humility: CRM-connected reporting (organic-touched opportunities and their value), qualified demo/enquiry volume, and query-class movement on the terms that map to deals. Last-click attribution under-credits SEO in long cycles (buyers research anonymously for months); we say so upfront and measure influence honestly rather than inventing precision. What we refuse: traffic dashboards celebrating sessions no deal will ever come from.

Central and accelerating: industry studies through 2025-26 put roughly half of B2B buyers starting research in AI chat rather than classic search, and committee members ask engines directly for shortlists ("best X for Y"). The work is citability engineering, entity consistency, answer-shaped comparison content, corroborating reviews on the platforms engines read (G2, Capterra, industry analysts), integrated with classic SEO because retrieval still runs through the index.

It is where the best returns hide: procurement engineers and specifiers search exact technical phrases with almost no optimised competition, and a supplier who publishes real specification-grade content owns query classes for years. The constraint is subject-matter access, our process interviews your engineers and ghost-structures their knowledge, because generic writers cannot fake specification fluency and buyers spot it instantly.

They compound: the comparison, integration and problem pages built for organic double as ABM landing assets, and organic-visible authority warms the accounts your outbound touches (committee members Google you between emails). We coordinate with sales on target-account query mapping, which pages should exist because a named account will search for exactly that.

Retainers from £1,500/month for focused single-product programmes; £2,500-£4,500/month for full committee-content engines with digital PR and AI-visibility work; enterprise scopes beyond by agreement. Measurement setup (CRM-connected attribution) is included, not an add-on, because without it neither of us can see the truth.