Most B2B companies claim that SEO “doesn’t work”. In reality, in most cases it never actually started. The issue is rarely technical. It’s structural.
Mistake #1: Optimizing for traffic instead of trust
B2B buyers don’t search for “the best service”. They search to reduce risk. Pages that fail to establish credibility will not convert — regardless of rankings.
Mistake #2: One page for everything
When all services are merged into a single page, intent disappears. Google cannot rank it properly, and users cannot recognize their scenario.
Mistake #3: No proof, only adjectives
Words like “reliable” or “professional” carry zero SEO weight. What works is:
documented cases;
clear processes;
explicit constraints and guarantees;
industry-specific language.
What actually works
intent-based page architecture;
content written as documentation, not marketing copy;
visible expertise;
clear boundaries of responsibility.
B2B SEO is not about optimization. It’s about positioning, trust, and clarity. Without those, SEO has nothing to attach to.
Original research by POTAPOV MEDIA · based on B2B, manufacturing, healthcare, and logistics projects