From Crawl to Conversion: Technical SEO Tactics for B2B Success

When we talk about SEO, it’s easy to get caught up in keywords, backlinks, and content strategy and those are all important parts of the puzzle. But the best B2B SEO agencies will agree that without a solid technical SEO foundation, your content won’t get the visibility it deserves.

For B2B companies, especially those operating in competitive or complex industries, technical SEO is what ensures your website is findable, functional, and fast.

In this blog, we’ll walk through the essential technical SEO tactics that help search engines crawl your site effectively, and most importantly, help users convert once they get there.

Let’s go from crawl to conversion.

1. Get your site structure sorted

Before search engines can understand your content, they need to understand your site. That’s why a logical, well-organised site structure is one of the most important technical SEO considerations - especially for B2B websites that often grow organically over time and become difficult to navigate.

Tactics to implement:

• Use a clear hierarchy: Group related content under relevant parent categories and use internal links to reinforce those relationships.

• Create a crawlable sitemap: Make sure your sitemap is up to date and submitted via Google Search Console.

• Keep URL structures clean: Use keyword-rich, human-readable URLs that follow a consistent naming convention (e.g. /services/user-research/).

Angelfish tip: Use internal linking strategically to guide users and search engines through your content. A strong internal linking strategy improves crawlability and supports your SEO goals.

2. Prioritise page speed and performance

Fast-loading pages aren’t just a nice-to-have; they’re a ranking factor. In B2B SEO, where decision-makers are often researching on the go or reviewing multiple vendors in quick succession, speed can make or break the user experience.

Tactics to implement:

• Optimise images: Compress large image files and use next-gen formats like WebP where possible.

• Minimise JavaScript and CSS bloat: Only load what you need and defer non-essential scripts.

• Use a CDN: A content delivery network can significantly improve loading times, especially for global B2B audiences.

Pro tip: Test your site speed regularly using tools like Google PageSpeed Insights or GTmetrix. Aim for a score of 90+ where possible, but always focus on real-world user experience first.

3. Make mobile a priority

B2B audiences might convert on desktop, but discovery and research often start on mobile. And with Google’s mobile-first indexing, mobile performance impacts your rankings across the board.

Tactics to implement:

• Use responsive design: Your website should look and function just as well on mobile as it does on desktop.

• Avoid intrusive interstitials: Popups that block content can lead to poor mobile UX and penalties from Google.

• Optimise touch elements: Ensure buttons, CTAs and forms are easy to use on smaller screens.

Angelfish insight: Many of the B2B companies we speak to use mobile to explore vendor options in their own time, often outside of work hours. Your mobile experience needs to support that behaviour.

4. Fix crawl errors and broken links

Crawl errors waste your crawl budget and create frustrating dead ends for users. Regular technical audits ensure that your site remains healthy and search-engine friendly.

Tactics to implement:

• Check for 404s and broken links: Use tools like Screaming Frog or Semrush to identify and resolve them.

• Set up redirects properly: If a page is removed, use a 301 redirect to the next best alternative.

• Monitor your crawl stats: In Google Search Console, review how Googlebot is crawling your site and whether it’s running into issues.

Broken links can negatively impact user trust—especially in B2B where credibility and attention to detail matter.

5. Use structured data to enhance visibility

Schema markup helps search engines understand your content contextually. For B2B websites, this can boost visibility in search results by enabling rich snippets like FAQs, product information, and reviews.

Tactics to implement:

• Add relevant schema types: Consider using Organisation, Product, FAQ, and BreadcrumbList schema.

• Use Google's Rich Results Test: Ensure your structured data is valid and eligible for enhancements.

• Monitor changes: Google occasionally updates supported schema types, so keep your implementation current.

Structured data doesn’t directly boost rankings, but it does improve how your pages appear in search results, which can lead to higher click-through rates.

6. Keep your site secure and accessible

Security and accessibility aren’t just good practice - they affect your site’s SEO performance too. Google prefers secure, accessible websites, and users are more likely to trust and convert on them.

Tactics to implement:

• Use HTTPS: This is non-negotiable. Your site must have an SSL certificate.

• Check accessibility basics: Use proper heading structure, alt text for images, and ARIA labels where appropriate.

• Avoid duplicate content: Use canonical tags to signal the preferred version of a page.

Trust signals are vital in B2B. A secure, accessible website helps build credibility from the first click.

7. Bridge the gap between SEO and UX

Technical SEO should never be isolated from user experience. At Angelfish, we always recommend taking a user-first approach: build your site for your audience first, and search engines second.

Tactics to implement:

• Use clear, relevant CTAs: Make it easy for users to take the next step—whether that’s reading more, downloading a guide, or contacting your team.

• Simplify forms: Reduce friction in lead-gen forms by only asking for what you really need.

• Track conversions: Use Google Analytics or GA4 to understand how users are engaging with your content—and where they drop off.

It’s not just about getting traffic—it’s about getting the right traffic to convert.

Final thoughts: The foundation for long-term SEO success

While content and backlinks are important, technical SEO is the engine that powers your site’s performance. When your technical foundations are strong, your B2B website becomes easier to find, easier to use, and easier to trust.

At Angelfish, we specialise in being one of the best B2B SEO agencies and work closely with B2B brands to optimise every stage of the user journey - from crawl to conversion.

If you’re ready to make your website work harder (and smarter), get your free SEO audit with us today.