Traffic doesn't
close deals.

Almost always because the content targets the top of the funnel exclusively. High-volume informational keywords bring readers who are not buying and may never buy, while the small, unglamorous searches made by people with a shortlist and a budget go unwritten. Reversing that order is the single biggest change most B2B content programmes need.

Because someone searching "X versus Y" or "alternatives to X" has a shortlist, a budget and a timeline. The volume is small enough that keyword tools make these look unimportant, which is exactly why competitors leave them alone. If you do not write the comparison, someone else defines how you compare - often an affiliate site with no stake in describing you accurately.

Yes, and fairly. Comparison pages that pretend a competitor has no strengths read as marketing and convert badly. Pages that acknowledge where a competitor genuinely fits better, and are precise about where you fit better, build trust with someone actively evaluating. Buyers can tell the difference immediately.

Bottom-of-funnel pages can rank within eight to twelve weeks because competition for them is thinner than for high-volume terms. Category-level authority takes six months or more. And attribution takes one full sales cycle on top of that - if you close over four months, a demo generated in month three does not show up as revenue until month seven. We plan and report against that reality rather than around it.

By tracking organic sessions through to demo requests in your CRM, then following those records through to opportunities and closed revenue. It means the honest reporting picture is incomplete for the first couple of quarters, and we would rather show you a partial picture than a session count that implies more than it knows.

We write it, and for technical categories we interview your team first. Generic content in a specialist B2B category is worse than publishing nothing - it signals to exactly the buyer you want that you do not understand their problem. Where deep expertise is required, we would rather spend an hour with your solutions engineer than guess convincingly.

It matters more in B2B than almost anywhere, because buyers increasingly start by asking an assistant to shortlist vendors. What earns a mention is roughly what earned a good ranking - clear entity information, structured data, genuine authority and content that answers the question directly - so the work overlaps heavily with conventional SEO. What changes is that being named without a click still has value, which is another reason session counts are a poor measure here.

Eventually, but not first. A blog is how you build category authority and reach people before they are looking, which is valuable once the bottom of your funnel already captures the demand that exists. Starting there is how companies end up with impressive traffic charts and no pipeline.

They inform each other. Paid tells you within weeks which terms convert, which is the best available input to a content plan that would otherwise take months to learn the same thing. And where organic begins ranking for terms you currently buy, that is a budget decision worth making deliberately rather than discovering later.

Most engagements run $1,000-$5,000 a month, scoped to your category, competition and how much usable content already exists. A niche technical category with little competition is very different work from a crowded software market with well-funded incumbents. Entry plans start at $550.

Often that is the fastest win available. Most B2B sites have pages that rank on page two and have never been touched since publication, and updating those usually produces results faster than writing anything new. The audit identifies what to improve, what to consolidate and what to remove - and there is nearly always something worth removing.

We will tell you on the call. We turn down work that is not a fit - usually because the category has almost no search demand and the honest answer is outbound rather than SEO, or because the timeline expected is shorter than SEO can deliver against. Either way you will leave the call knowing exactly what to fix next.

30 minutes. We look at your site, your category and whether your content reaches anyone close to a buying decision, find the biggest gap, and tell you exactly what we would do in your first 90 days. If we are a fit, we talk pricing. If not, no hard feelings - no follow-up sequence, no pressure.