For Ofload and North it was pages built around how buyers search, fast templates, and treating app stores as search engines. This guide covers what we did and what it produced.
The short answer: map the queries that precede a sales conversation, build a page for each, and make the templates fast. Results from two Australian platforms below.
What makes B2B SEO different
B2B buyers search less often but with more intent, and each lead is worth far more. The goal is not traffic; it is ranking for the few hundred queries that come right before a sales conversation, and converting those visits.
Map queries to pages
List every way a buyer describes what you sell: by service, location, industry, and problem. For Ofload that meant freight lanes; for North it meant adviser questions about platforms and investment options. Each distinct query becomes a page, or a section on one, and nothing ranks for a query it does not answer.
Location matters for B2B too: a Victorian supplier's buyers search by suburb and region, which is how we plan SEO for Melbourne businesses.
Programmatic pages done properly
When the queries follow a pattern, such as city-to-city freight lanes, pages can be generated from data. They still have to be genuinely useful: real lane details, service information and structured data, not a city name swapped into the same text. For Ofload we built more than 240 interstate freight-corridor pages with logistics service schema.
Fast templates
A slow template drags every page built on it. For North we worked on Core Web Vitals across the adviser discovery pages, bringing mobile largest contentful paint under 1.6 seconds.
App stores are search engines too
If your product has an app, its store listing is a landing page ranked by search. North's store listing conversion rose from 4.8% to 11.6%, and Ofload's from 6.4% to 23.8% across both stores.
Results, January–December 2025
| Metric | Before | After |
|---|---|---|
| Ofload organic clicks a month | 19,200 | 88,400 (4.6×, Q4 2025 run-rate) |
| Ofload Google top-three positions, commercial freight terms | 16 | 148 |
| Ofload enterprise shipper leads a month | 95 | 420 (4.4×) |
| North organic adviser sessions a month | 24,000 | 74,000 (3.1×, Q4 2025 peak) |
| North Google top-three positions, commercial terms | 18 | 88+ |
| North qualified adviser leads a month | 95 | 380+ (4.0×) |
Full detail: Ofload case study and North case study. See the SEO service in Australia and AI search optimisation in Australia.
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Published by shakalakaa team · Editorial standards