Sick of pouring time and budget into SEO with little more than a few new impressions and an existential crisis to show for it? You're not the only one.
B2B SEO gets a bad rap. That’s largely because SEO for B2B businesses is fundamentally different from the high-volume, trend-led approach seen in consumer marketing.
It’s often misunderstood, sidelined, or shrugged off as a slow burn with unclear returns, especially when you’re selling something niche, technical, or decidedly unsexy. And yet, when done right, it’s one of the most powerful tools in a B2B marketer’s arsenal.
The problem?
Most B2B businesses approach SEO like they’re selling trainers to TikTokers. They chase traffic instead of leads, plug random keywords into 800-word blogs, and expect magic. That’s not strategy, it’s wishful thinking with a sitemap.
At Axon Garside, we’ve helped brands across manufacturing, engineering, tech, and beyond to flip the script. Using smart, persona-driven SEO, we've generated real-world results: more traffic, better leads, and visibility where it counts, with decision-makers ready to act.
This blog breaks down seven standout B2B SEO examples, each one showcasing a different challenge, a tailored strategy, and outcomes that go beyond vanity metrics. From doubling qualified leads to dominating regional SERPs, these stories prove that B2B SEO doesn’t just work, it works brilliantly when you know what you’re doing.
And because we’re not into gatekeeping, we’ll also show you how to apply the same principles in your own business. Whether you’re starting from scratch or refining an existing strategy, you’ll walk away with clear, actionable steps you can take today.
Ready to stop guessing and start gaining? Let’s get into it.
Bridge Coffee Roasters had a reputation for premium, ethically sourced coffee, but that quality wasn’t reflected in their online visibility. They needed to attract more of the right kind of leads, without diluting their high-end brand or overwhelming visitors with salesy noise.
In short: grow organic leads, stay premium, don’t shout.
We started by treating their SEO like their coffee. carefully selected, refined, and designed to suit specific tastes.
Here’s what we did:
What started as a visibility problem turned into a pipeline boost:
Bridge didn’t just climb rankings. They owned their niche. SEO helped position them not just as a supplier, but as a knowledgeable partner in the world of commercial coffee.
See the full case study: Bridge Coffee Roasters + Axon Garside
Lloyds British, a market leader in lifting and inspection services, had a longstanding reputation but lacked a digital presence that reflected its expertise. The company faced challenges such as limited visibility into website traffic and conversions, outdated content, and reliance on manual lead tracking methods.
The goal was to create a modern, user-friendly website that showcased Lloyds British's capabilities, improved customer experience, and enhanced lead generation
Axon Garside collaborated closely with Lloyds British to develop a new website using HubSpot CMS. The approach focused on:
HubSpot Integration: Setting up HubSpot CRM to provide visibility into traffic, user behaviour, and lead conversions.
The project led to significant improvements:
This strategic overhaul of Lloyds British's digital presence not only preserved its market authority but also positioned the company for sustained growth in the digital landscape.
For a detailed breakdown of the project and insights into how your business can achieve similar results, read the full Speedy + Lloyds British case study.
College Online offers career-focused courses for learners aiming to upskill, retrain, or pursue qualifications later in life. Their sales cycle was complex, and their audience was mid-funnel: aware of the need to improve their prospects, but not always sure where to start.
The goal was clear: increase brand visibility and capture more qualified enquiries, not just casual browsers, but career-driven individuals actively exploring training options.
We approached this like a career adviser with a marketing degree: understand the learner’s intent, then meet them at every stage of the decision process.
The strategy included:
This was less about ticking SEO boxes and more about aligning the content with real motivations: ambition, growth, and confidence.
In a market where generic course content dominates, College Online carved out a position by speaking directly to its audience’s aspirations — and backing that message with a smarter SEO structure.
Dig deeper and discover how College Online turned a content-first SEO strategy into a steady stream of high-intent leads. Read the full case study here.
Huthwaite is a global sales and negotiation training provider, best known for its research-led methodology and premium positioning. But with strong competition in the B2B training space and a complex, often international buyer journey, they needed more than a polished brand.
They needed visibility where it counted: high-intent search terms that would generate demo requests and support long-term lead nurturing.
This B2B SEO case study shows how a global training provider turned technical SEO and high-authority content into a lead generation engine…
We knew Huthwaite already had authority in the sales world — what they lacked was SEO structure to match. The challenge was turning decades of expertise into content that search engines and decision-makers could easily find, trust, and act on.
Here’s how we approached it:
As B2B SEO examples go, this one shows how marrying technical SEO with thought leadership content can open global doors.
Want to see how it was done? Explore how we turned Huthwaite’s industry authority into a lead-gen engine through strategic SEO. Read the full case study
British Engineering Services (BES) is a leading provider of testing, inspection, and certification services across the UK. With a strong heritage and technical credibility, they were well-established offline, but their digital presence wasn’t pulling its weight.
They needed an SEO strategy that would support regional growth, attract new customers in heavily regulated industries, and reflect their expertise without overwhelming users with jargon.
Our approach focused on two fronts: helping BES show up in the right places regionally, and creating content that spoke directly to compliance-conscious buyers in sectors like manufacturing, utilities, and construction.
Key actions included:
This blend of local and technical SEO ensured that BES could compete regionally without compromising on authority.
By targeting both geography and industry, BES built a digital presence that mirrored the precision and reliability of their field services.
Learn how BES grew their regional presence and connected with new industrial clients through SEO that actually speaks their language. Read the full British Engineering Services case study.
Winnow is a purpose-driven B2B tech company helping the hospitality industry tackle food waste with AI-powered solutions. Their story was compelling, their mission clear, but their search visibility? Not so much.
They needed an SEO strategy that would boost visibility for both branded and non-branded terms, position them as sustainability thought leaders, and convert traffic into qualified leads.
The catch? Their audience isn’t your average SEO browser. They’re C-suite decision-makers in hotels, restaurants, and facilities management, with limited time and very specific pain points.
Our plan was to build a focused B2B SEO strategy that bridged the gap between Winnow’s big-picture messaging and the practical language of search, all without compromising the brand’s ethical voice.
Here’s what we implemented:
This wasn’t just about traffic — it was about qualified engagement.
Winnow proved that even in highly specialised B2B niches, a focused SEO strategy can drive meaningful visibility and action, especially when it’s built around purpose, not just product.
See how Winnow turned sustainability into SEO success, and why clarity of message matters more than ever in B2B tech. Read the full Winnow case study.
We talk a lot about SEO, but we also put those same strategies to work for ourselves. As a B2B SEO case study, this one shows how we applied the same high-intent strategies we offer our clients to our own site.
Like many of our clients, we wanted to increase organic traffic, rank for more high-intent commercial keywords, and generate more leads that align with our ideal customers.
So we did exactly what we’d recommend to any B2B brand serious about growth: built a long-term, search-led content strategy tailored to the needs of our core persona.
We focused on:
Most importantly, SEO has become a central part of how we attract the right kind of work, and prove that everything we recommend to clients, we’re doing ourselves.
Want to understand how we apply this thinking to real campaigns and real clients? You’re reading one of them. But there’s more where that came from. Explore our Inbound Marketing Services
Each B2B SEO case study above follows a set of repeatable tactics that drive results. Here’s how to apply them to your business.
These five strategic pillars are at the core of every B2B SEO case study you’ve just read.
They’re simple, repeatable, and tailored for B2B marketers ready to turn SEO from an overhead into a revenue driver. These pillars form the backbone of effective SEO for B2B organisations, not just to rank, but to convert.
Let’s break them down.
Not all keywords are created equal, and not all traffic is worth your time. One of the biggest mistakes B2B brands make is chasing volume instead of intent.
For example, ranking for “what is a CRM” might bring you traffic, but it won’t move your pipeline. Ranking for “B2B CRM software for manufacturers”? Now you’re speaking the language of decision-makers.
Here’s how to assess intent:
Bottom line: go after terms your buyers are typing in when they’re already looking to take action.
Let’s get something straight: writing a blog a week and hoping for traffic is not a strategy, it’s SEO roulette. What works? Building content clusters around structured, search-informed topics.
Here’s what that looks like:
Why it works:
This is how you move from scattered blog posts to a search-optimised ecosystem, one that ranks, converts, and scales.
Let’s get something straight: writing a blog a week and hoping for traffic is not a strategy, it’s SEO roulette. What works? Building content clusters around structured, search-informed topics.
Here’s what that looks like:
Why it works:
This is how you move from scattered blog posts to a search-optimised ecosystem, one that ranks, converts, and scales.
Too many B2B websites treat every visitor like they’re ready to “Book a Demo”, but if someone’s just discovered your brand, that CTA might as well be a fire alarm. What you need is content that guides, not pushes.
That means creating assets for every stage of the journey:
Match your CTAs accordingly. Don’t pitch a 30-minute call to someone who just Googled “what is equipment calibration?”. Offer a guide. A blog. Something useful.
We break this process down in more detail in our blog on The B2B Buyer’s Journey; it’s essential reading if you want to connect content to outcomes.
Creating a content funnel aligned to the real-world decisions your buyers make doesn’t just improve engagement, it moves prospects through the pipeline with less friction and more trust.
Content should guide prospects gently through each stage, from awareness to decision, rather than pushing hard at the top of the funnel.
Structure it like this:
Match your calls to action to the stage. Don’t push for a demo when someone’s only just discovering the problem; offer something helpful first.
For real-world examples, see our blog on why you need to match your content to the buyer’s journey, which maps content types to specific funnel stages
Aligning content this way doesn’t just drive engagement, it moves prospects closer to conversion naturally and efficiently.
If your main SEO success metric is “traffic went up,” you’re only seeing the tip of the iceberg. B2B SEO should be judged on business outcomes, not browser sessions.
Here’s what to actually measure:
Use tools like HubSpot to connect your B2B SEO strategy to pipeline performance.. When SEO is aligned with CRM and sales data, you can make smarter decisions, faster, and finally prove ROI to even the most sceptical stakeholders.
Because at the end of the day, SEO isn’t just about visibility. It’s about creating demand, capturing it, and turning it into revenue. And every B2B SEO case study in this post proves that when strategy, structure, and buyer alignment come together, SEO becomes one of the most powerful growth levers in your business toolkit.
Ready to See These Results for Yourself? Get our step-by-step framework for driving pipeline growth with smarter SEO.