SEO for B2B – how to reach the right decision-makers in search results
Blog
2 min
Blog
2 min
Working with SEO for B2B is a completely different playing field than optimizing for consumers. The decision-making process is longer, more people are involved, and each deal is often worth much more. This means that every click from the right person can be invaluable, while the wrong traffic risks being a waste of time. At Toxic, we work daily with B2B companies and know how to tailor the strategy to reach the decision-makers who can make decisions.
A longer customer journey with more touchpoints
A B2B deal rarely starts with the first click. It often involves weeks or months of research, comparisons, and internal discussions. Therefore, your SEO must take into account the entire customer journey – from the first information search to the final decision-making process.
In the beginning, the target audience searches for broad questions, such as "best CRM systems for real estate companies". As they approach a decision, the searches become more specific, for example "HubSpot integration with Business Central".
Content that reaches the entire decision-making group
In B2B, it is rarely a single person who makes decisions. You need to reach both those who will use the solution and those who approve the budget. This means that your content must speak to multiple levels within the organization.
A technical manager wants to know how the system works and what integrations are possible. A CEO wants to see how the solution impacts growth, profitability, and efficiency. Therefore, the SEO work needs to include material that addresses both perspectives and guides them through the entire decision-making process.
Focus on keywords with business potential
When it comes to B2B SEO, the goal isn't to attract as many visitors as possible — it's to attract the right ones. At Toxic, we invest significant time in finding keywords that carry high purchase intent and are relevant to your target audience, even when search volume is lower. One visit from the right decision-maker can be worth more than 500 clicks from the wrong audience.
How we work with B2B SEO
We combine industry knowledge with data-driven analysis. That means we understand the business behind the keywords and can show how your company takes its place in the right search results. Together we build a content strategy that:
- strengthens your brand as an expert
- drives qualified leads
- delivers results that are measurable over time
Want to be visible to the decision-makers who matter most to your business? With the right SEO strategy, we make sure your website does the work and drives business even while you sleep.
Read more
Toxic celebrates 30 years of strong growth, good profitability, and high trust from both customers and employees.
This year, Toxic celebrates 30 years as a digital partner for companies with needs in web, e-commerce, customer portals, system integrations, and digital business solutions. After three decades in an industry that is constantly changing, we continue to grow, with strong results, good profitability, and a high level of trust from both customers and employees.
3min
The self-playing piano in B2B – Read more about the report Nordic Digital Commerce in B2B 2026
The B2B companies in the Nordics have reached a clear turning point. Litium's tenth edition of Nordic Digital Commerce in B2B 2026 shows that 81 percent of the Nordics' B2B companies today enable sales through digital channels, that digital sales on average account for 31 percent of revenues, and that 58 percent plan to increase their budget for digital commerce in the coming year. The discussion is no longer about whether to digitalize sales – but about how to take the next step.
11min
Markvaruhuset chooses Toxic for new e-commerce platform in Litium
Building e-commerce for a player that sells to both businesses and individuals – with different flows, different logic, and high demands for integration with business systems – is a project that places high demands on the right technical partner. Markvaruhuset has chosen Toxic for that assignment.
2min
Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
We are very happy to be nominated once again for the Umbraco Awards. This year we are nominated in the category Best Cloud Solution with our solution for KABE AB.
3min
What is Meta Andromeda and how does it affect your advertising?
Are you advertising on Instagram and Facebook? Then you have probably noticed that the ads don't work quite like they used to. Suddenly, some ads seem to reach the right people while others disappear in the feed. What is behind the change and what does it mean for you as an advertiser? We will clarify that.
4min
Four websites in one solution – new digital platform for Atle
To create a more flexible, scalable, and editor-friendly web environment, Atle has chosen Toxic as a digital partner. Together, we are now developing a new web platform in Umbraco that brings together several companies in a common solution and creates economies of scale in line with the company's growth strategy.
2min
Toxic named Umbraco Contributing Platinum Partner 2025
Toxic continues to strengthen its position within Umbraco and has now been appointed as Umbraco Contributing Platinum Partner 2025 – an international award that highlights partners who actively contribute to developing and strengthening the entire Umbraco ecosystem.
2min
Toxic begins long-term partnership with Qvalify in SEO and Google Ads
Qvalify is one of Sweden's leading companies in ISO certifications, inspections, and assessments. With over 30 years of experience, they help organizations strengthen quality, efficiency, and security through certification of management systems, training, and various types of audits. To increase visibility and create clearer results regarding their training and certifications, Qvalify has chosen Toxic as a long-term partner in SEO and Google Ads.
3min
Sebastian Pierre returns to Toxic – as Developer and Consulting Manager
With extensive experience in programming and a clear interest in leadership, Sebastian is now back at Toxic in the role of developer and consulting manager. In this interview, you will get to know him better, hear about his journey into the IT industry, and how it feels to be back at Toxic again.
4min
Toxic enters into partnership with Meson Group for web and PIM on Litium
Meson Group, which is part of Indutrade, is a leading supplier of valves and flow control products to the global marine industry. With headquarters in Laholm, sales offices in Europe and Asia, and a large network of distributors, Meson works with technologically advanced products and extensive information flows. To strengthen its digital presence and create a more scalable management of product data, they have chosen Toxic as a partner to develop a new global website and implement Litium PIM.
3min
How to perform an SEO health check of your website
Just like a car needs maintenance to perform at its best, your website needs to be regularly reviewed. An SEO health check reveals both technical and content-related obstacles that may prevent you from reaching top positions in Google and helps you prioritize the right efforts for better visibility.
2min
Toxic looks back at 2025 – a year filled with energy, development, and highlights
2025 has been a year where much has fallen into place – thanks to brave customers, engaged colleagues, and a shared drive forward. We have launched, celebrated, learned, and developed together, in a time that has required both focus and long-term thinking. As we now summarize the year, we do so with great joy over what we have accomplished – and with even greater curiosity about everything that awaits in 2026. Here are some of the moments that have made 2025 a year to remember at Toxic.
9min
Eight new colleagues and a Toxic that continues to grow
2025 has been a year full of movement at Toxic. New colleagues have joined our teams, taken their place in the projects, and quickly become a part of the culture that makes us who we are.
5min
Keyword strategy: How to choose the right keywords for your business
Getting noticed on Google is not about luck. It's about strategy. With the right keywords, you can reach the right people at the right time with a message that actually leads to business. Here we go through how to build a keyword strategy that does more than drive traffic – it helps your business grow.
2min
Toxic and NIBU launch a new digital initiative with a modern e-commerce solution in Litium
NIBU takes the next step in its digital development and chooses Toxic as a partner when building a new e-commerce solution in Litium. The goal is to create a fast, clear, and user-friendly experience for both B2B and B2C customers, as well as to simplify internal processes with a platform that lasts over time.
2min
New framework agreement strengthens the partnership between Toxic and Infranord
After several years of collaboration, Toxic and Infranord are taking the next step. Through a new framework agreement, Toxic will become a long-term development partner responsible for both new development and management of Infranord's internal systems – with a focus on modern front-end development and a more integrated working method.
4min
What is Generative Engine Optimization (GEO)?
AI is changing how people search, discover, and make decisions online. Tools like ChatGPT, Google Gemini, Perplexity, and Bing Copilot already provide answers directly in the search results without the user needing to click through to a website. For businesses, this is a new reality. It's no longer enough to just appear high in Google's results. You also need to be chosen by AI, and this is where Generative Engine Optimization (GEO) comes into play.
4min
Essem Design takes the brand global – launches international e-commerce with new design and UX
Essem Design is taking a big step forward and launching a global e-commerce that reflects the company's brand and vision. The new solution, developed together with Toxic, combines inspiring design, improved performance, and market-adapted e-commerce for all of Europe and the USA.
2min
How AI is changing B2B and the workplace – Oscar's reflections on Litium's and Microsoft's latest reports
AI is currently one of the most talked-about areas in both business development and the workplace. To understand where we stand today and what lies ahead, Oscar Salomonsson, business area manager for e-commerce at Toxic Interactive Solutions, has shared his reflections on two current reports: The Rise of AI in B2B Digital Commerce from Litium and Working with AI: Measuring the Occupational Implications of Generative AI from Microsoft.
3min
From Optimizely to Umbraco CMS – LRF's platform journey
When The Federation of Swedish Farmers (LRF) decided to change their web platform, it was about both costs, functionality, and future needs. The choice fell on Umbraco – a solution that today provides the organization with more flexibility and a smoother everyday life.
3min
PunchOut, PIM and e-commerce – a complete B2B solution with Shopspray
In today's B2B flows – especially in Sweden where both companies and the public sector have high demands for automation and data quality – a nice e-commerce frontend is not enough. To deliver a seamless and scalable PunchOut solution, three central components must work together: a PIM system, an e-commerce platform, and the customer's purchasing system.
3min