Found by buyers who research for months.
B2B buying is slow, technical and shared across a committee. 78% of the top UK B2B technology searches now carry an AI answer, so the product pages that get read and cited win. We make sure yours are among them, as we did for Nikon Industrial Metrology.
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B2B and technology in search, right now
Of the 60 highest-volume UK B2B technology searches we checked, 47 show a Google AI Overview, 22 show a map pack and 14 show ads. Software categories such as “crm software” and “erp software” are dominated by comparison sites and the vendors themselves, with difficulty scores above 70. Services such as managed IT and cyber security are local and competitive on ads. In B2B, technical SEO and specific, factual product pages decide whether you are the source the AI answer quotes.
Method: eight seed phrases per sector expanded in Ahrefs Keywords Explorer (UK), the 60 highest-volume matching terms kept, SERP features counted per term. Pulled November 2026.
How B2B search got here
B2B sites are big, old and built around catalogues, which is why each update has found something to punish. Here is what each one changed.
| Year | Google update | What it meant for B2B |
|---|---|---|
| 2011 | Panda | Product catalogues with thin, duplicated specification pages lost rankings. |
| 2012 | Penguin | Directory and press-release link schemes stopped working for B2B sites. |
| 2013 | Hummingbird | Technical questions started to be understood as questions, and answered from the clearest page. |
| 2015 | Mobile-friendly update | B2B research moved to phones too. Slow sites were demoted. |
| 2019 | BERT | Long, specific B2B queries were understood properly. |
| 2021 | Page experience update | Core Web Vitals made speed and stability ranking factors, and heavy enterprise sites felt it. |
| 2022 | Helpful content update | Keyword-stuffed solution pages lost to pages that explained the product. |
| 2024 | AI Overviews (UK, August) | AI answers began summarising product categories and comparisons. |
| 2025 | AI Mode | Buyers can ask for a shortlist in conversation. 78% of top B2B technology searches now carry an AI answer, built from the product pages that state facts clearly. |
How we work
Technical SEO is the foundation of everything online, and it’s what we’re best at: every one of us has well over ten years of pure technical SEO behind them. We find your problems fast and tell you exactly what to do about them, in order.
What we bring
Award-winning technical SEO is the core. Around it: the strategy to beat your competitors, a group with more than 30 developers to build what we find, membership of the GlobalCom PR Network and contacts in international radio for the stories that earn links, Google Partner status for paid search alongside the organic work, and our own tech that pulls all of your data into one place and makes sense of it.
The evidence
Three B2B clients, with the numbers their case studies prove.
Questions B2B clients ask
Straight answers before you book a call.
Technical fixes show in weeks once Google recrawls. New product-page visibility takes months. Nikon’s US product pages went from 906 to 1,639 users a month in a year after we rewrote titles and headings.