You run a small B2B company—maybe a manufacturer, a specialty supplier, or a technical services firm. You know you should "do something about SEO," but every agency you talk to wants $10,000/month and speaks in jargon you don't understand.

Here's the thing: you don't need a massive budget or a 20-person team to get results from search. You need a focused approach that matches your actual resources.

What's really going wrong

Most small B2B companies struggle with search for predictable reasons:

The website is an afterthought

It was built years ago, maybe by a nephew or a cheap agency. It has a homepage, an "About" page, and a "Products" page that links to PDF catalogs. That's it.

There's no content strategy

Someone said "you need a blog," so there are a few random posts from 2019. They don't connect to anything, and no one reads them.

The real expertise is locked in people's heads

Your sales team answers the same questions every week. Your engineers solve interesting problems. But none of that knowledge is on your website where prospects can find it.

A simpler way to think about it

Instead of "doing SEO," think about it this way: What questions do your best prospects ask before they're ready to buy?

Those questions are what people type into Google. If your website answers those questions well, you'll show up. If it doesn't, you won't.

That's really the core of it. Everything else is details.

How we typically approach this with clients

When we work with small B2B companies, here's the typical path:

Step 1: Figure out what you actually sell

This sounds obvious, but many B2B websites are surprisingly unclear about what the company does. Before anything else, your homepage and main pages need to clearly communicate:

  • What you sell or do
  • Who it's for
  • Why someone should care

Step 2: Identify your 10-20 most important pages

You don't need 500 pages. You need the right pages. Typically:

  • Core product or service pages (3-5)
  • Key industry or application pages (3-5)
  • Common problem/solution pages (2-3)
  • About, contact, and basic trust pages

Step 3: Make those pages actually good

Each page should:

  • Have a clear purpose and audience
  • Answer the questions that audience has
  • Include relevant specs, details, or examples
  • Have a clear next step (contact, RFQ, download, etc.)

Step 4: Expand based on what works

Once you have a solid foundation, you can add more pages—but only where there's evidence of demand. Use search data to find what people are looking for, then create content that serves those searches.

What you can do yourself

If you're not ready to hire anyone, here's where to start:

  • Talk to your sales team: What questions do prospects ask most often? Those are your content topics.
  • Look at your competitors: What pages do they have that you don't? Are there obvious gaps?
  • Check Google Search Console: If you have it set up, see what searches are already bringing people to your site. Can you do better for those terms?
  • Pick one page to improve: Don't try to fix everything at once. Take your most important product or service page and make it genuinely useful.

Small, focused improvements often beat big, scattered efforts.