B2B Marketing

B2B Website and Marketing

B2B Marketing Agency for Manufacturers, Software, and Industrial Companies

Search Engine Projects builds B2B marketing programs for companies with long sales cycles, technical buyers, and committee-driven purchases. We work with engineering software firms, electronics manufacturers, industrial service providers, and professional service companies across California and nationally. Our focus is qualified pipeline, not raw traffic.

Call (888) 669-6961 or book a strategy call.

Featured B2B Case Study, ETAP

Client

ETAP is a global leader in modeling, design, analysis, optimization, monitoring, control, and automation software for electrical power systems. The company serves the generation, transmission, distribution, industrial, transportation, and low-voltage power markets and has been in operation for more than 30 years.

The Challenge

ETAP migrated to a new content management system. Within weeks of launch, rank tracking showed a sharp decline across the commercial keyword set that had been driving qualified demo requests. Organic entry points were lost, and paid search spend increased to cover the gap.

What We Did

• Audited the CMS migration for URL changes, redirect gaps, canonical conflicts, and lost internal links
• Rebuilt the redirect map so link equity from legacy URLs carried to the new architecture
• Recovered on-page signals lost in the template change, including title tags, headings, and body copy depth
• Restored and expanded internal linking between product, solution, and industry pages
• Trained ETAP’s in-house marketing team on pre-launch SEO review so future releases would not repeat the loss
• Delivered recurring reporting with prioritized action plans

The Result

Priority keywords returned to organic positions on Google, reducing dependence on paid search for terms the site had previously earned organically. Paid media cost per acquisition improved as organic coverage returned. Ongoing training and reporting have kept the marketing team ahead of future platform changes.

Visit ETAP

Why B2B Marketing Is Different

B2C marketing targets a single decision-maker and a short path to purchase. B2B does not work that way, and strategies built for B2C fail predictably when applied to B2B.

• Multiple decision makers. An engineer, a procurement lead, and a VP each search differently and each needs different proof.
• Long cycles. A six to eighteen month evaluation window means last-click attribution hides most of what actually worked.
• Low search volume, high value. A term with 40 monthly searches can be worth more than one with 40,000.
• Technical content wins. Spec sheets, comparison pages, and application notes rank and convert better than lifestyle content.
• Lead quality beats lead volume. One hundred unqualified forms is a cost, not a win.

Our B2B Marketing Services

B2B Search Engine Optimization

We map keywords to buying stage rather than volume. Problem-aware terms feed educational content, solution-aware terms feed comparison and capability pages, and vendor-aware terms feed product and contact pages. Technical SEO, site architecture, and internal linking hold it together. Learn more about our SEO services.

Generative Engine Optimization for B2B

Technical buyers now open ChatGPT, Gemini, Perplexity, and Claude before they open Google. When a buyer asks an AI assistant to shortlist vendors in your category, your company either appears or it does not. We structure content so that AI systems can extract, attribute, and cite it, using clear entity definitions, factual specificity, schema markup, and third-party citations. See our GEO services.

B2B Paid Search and Paid Social

Tight match types, aggressive negative keyword lists, and competitor conquesting on Google Ads. LinkedIn for job title and company size targeting when the buying committee is definable. We manage spend against qualified lead cost, not clicks. See pay-per-click management.

B2B Website Design

Most B2B sites are built for the company, not the buyer. We build sites organized around applications, industries, and problems, with the technical documentation buyers actually want visible and indexable. See website design.

Analytics and Attribution

Long cycles break simple tracking. We implement multi-touch measurement, call tracking, and CRM-connected reporting so you can see which channels created pipeline, not just which channel got the last click. See web analytics services.

B2B Industries We Serve

• Engineering and simulation software
• Electronics and PCB manufacturing
• Industrial equipment and components
• Commercial HVAC and mechanical contracting
• Fire protection and hydrant flow testing
• Professional and technical services
• Wholesale and distribution
• Commercial auctions and asset disposition

Frequently Asked Questions About B2B Marketing

How is B2B SEO different from B2C SEO?

B2B SEO targets lower-volume, higher-intent keywords tied to a buying committee rather than a single consumer. Content depth and technical accuracy matter more than volume, and success is measured in qualified opportunities rather than sessions. B2B also requires content for people who are not the buyer, including engineers who specify and procurement staff who approve.

How long does B2B SEO take to produce results?

Early movement on long-tail technical terms often appears in three to four months. Competitive category terms typically take six to twelve months. When SEO is recovering lost positions after a site migration, as with ETAP, timelines are shorter because the domain already carries authority and history.

What is Generative Engine Optimization and does it matter for B2B?

Generative Engine Optimization is the practice of making your content retrievable and citable by AI assistants such as ChatGPT, Gemini, Claude, and Perplexity. It matters more in B2B than in B2C because technical buyers rely heavily on AI tools for early-stage vendor research and category education. If an AI assistant builds a shortlist of vendors in your category and omits you, you never enter the evaluation.

How much should a B2B company spend on digital marketing?

Our B2B engagements generally start at $2,500 per month and scale with the number of products, industries, and geographies being targeted. The right number depends on average deal value and sales cycle length. A company with a $150,000 average contract can justify spend that would be reckless for a company with a $3,000 contract. See our pricing overview.

Does LinkedIn advertising work for B2B?

It works when the buying committee is definable by job title, company size, or industry, and when the offer suits a cold audience. Costs per click run several times higher than Google Ads, so LinkedIn is best used for account-based programs and content promotion rather than direct bottom-funnel conversion.

Why did our rankings drop after a website redesign?

Redesigns and CMS migrations can break rankings due to missing redirects, changed URL structures, removed body content, template-level heading changes, and lost internal links. The damage is usually recoverable, but the speed of recovery depends on how quickly the gaps are found. This is exactly the situation we resolved for ETAP.

Do you work with B2B companies outside California?

Yes. Our offices are in Anaheim and Beverly Hills, and our B2B clients sell nationally and internationally. B2B search demand is rarely local, so the agency’s geography matters far less than category understanding.

Talk to a B2B Marketing Team

If your rankings dropped after a migration, your leads are unqualified, or your company is invisible in AI search results, we can help.

Search Engine Projects
Phone: (888) 669-6961
Anaheim: 5590 E Vista Del Dia, Anaheim, CA 92807
Beverly Hills: 9663 S Santa Monica Blvd #350, Beverly Hills, CA 90210
Email: info@searchengineprojects.com