B2B marketing insights for
those targeting a niche
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
B2B Search, SEO & GEO
Search in B2B has become more complex. Marketers are trying to improve visibility, attract the right traffic and create content that performs well in both traditional search and emerging AI-driven discovery environments. The challenge is making search a strategic growth channel, not just a technical checklist.
That means learning about SEO, GEO, keyword strategy, search intent, technical performance, content optimisation, authority building, buyer questions, search behaviour and how discoverability is changing.
Our insight articles explore how B2B marketers can improve search performance, adapt to new search behaviours and create content that is easier to find and more useful when it is found.
AI & MarTech for B2B, B2B Advocacy, B2B Campaigns, B2B Search, SEO & GEO
What role do customer stories play in AI GEO?
Increasingly, prospects aren’t starting their journey on Google or your homepage. They’re opening tools like Gemini, ChatGPT or Perplexity and asking a simple question: “Who should I be talking to?” Gartner puts GenAI use at 45% of recent B2B purchases; G2 found AI chatbots are now the single biggest influence on software shortlists. The challenge for marketers now isn’t just about […]
B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO
Fancy a brew? LinkedIn’s 360Brew algorithm is why your content reach has changed
For months, our company posts have been pulling 75–80% less reach than they were, and personal posts swing from solid to invisible with no obvious pattern. We’re not alone. AuthoredUp’s analysis of three million-plus posts found 98% of users saw reach decline year-on-year, with median impressions falling around 47%. For larger accounts (50K+ followers) the drops hit 62% on reach and […]
Is search still important to B2B marketers?
I don’t think ‘SEO is dead’ rhetoric is a useful place to start, because it’s not really what’s happening. Search isn’t disappearing, but the word might not stretch far enough any more for what’s actually going on: it’s spreading out across more platforms as AI tools, answer engines, and discovery surfaces join the mix. A […]
B2B Campaigns, B2B Search, SEO & GEO
What does it take for a B2B buyer to trust you?
What BrightonSEO 2026 made me rethink about search, AI, and the proof buyers need before they take a brand seriously It’s an awkward question to sit with in B2B marketing, because everyone already agrees trust matters. But it’s also one of those things people nod along to without doing much about it, accepted before anyone […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO, B2B Video
How to improve your discoverability in LLMs with YouTube videos
LLMs pick up many of the same signals as SEO, but visibility now extends well beyond your own site, and YouTube carries particular weight with tools like Gemini. This piece sets out how to write titles, descriptions and transcripts that machines can actually parse, and build authority YouTube alone can’t earn.
AI & MarTech for B2B, B2B Search, SEO & GEO
AI Is Changing Organic Searches. Is It Time to Rethink Paid Search Too?
It’s not news that AI is rewriting the rules of online search. But while most B2B marketers have been busy rethinking their organic strategy, paid search has been quietly drifting into dangerous territory. We’ve just wrapped a global paid search campaign on Google Ads for a leading tech brand. When comparing the results from last year […]
AI & MarTech for B2B, B2B Marketing in Insurance, B2B Marketing in manufacturing, B2B Marketing in Professional Services, B2B Marketing in Technology, B2B Search, SEO & GEO
How easy is it to influence how you appear within AI search models, and how can you monitor it?
Google might still be the Goliath of search, clocking over 8.3 billion visits a month, while ChatGPT attracts a (comparatively modest) 1.8 billion+. But let’s be honest, what’s more revealing is the rate at which this gap is closing. The real picture is even closer when you add in Claude, Perplexity and other AI tools […]
B2B Research, B2B Search, SEO & GEO
B2B marketing without third-party cookies: three steps to stay smart, sharp and compliant
Third-party cookies were never flashy. But for years, they quietly powered B2B marketing: enabling retargeting, fuelling behavioural targeting, and feeding reports with data we trusted (perhaps more than we should have). It meant we could re-reach visitors to our sites on other websites even if we did not know who they are. These cookies weren’t […]
B2B Campaigns, B2B Marketing in Professional Services, B2B Search, SEO & GEO
The biggest shift in search since “just Google it” – Google AI Mode.
DooH running at London Bridge station, SE1 to mark the launch On 29th July 2025, Google quietly changed the internet. No big reveal. No drumroll. Just a flip of the switch and suddenly, the most powerful search engine in the world stopped being a search engine. It became an answer engine. Welcome to AI […]
What is Google AI Mode, and what could it mean for B2B marketing?
On 29th July 2025, Google began rolling out its most significant search change in a decade: AI Mode. It’s a conversational, generative layer that sits within Google Search, answering your questions directly using Gemini 2.5. Think structured overviews, not blue links. Chat-style clarity, not scroll-and-compare. This isn’t just a UX update. It’s the start of a […]
B2B Research, B2B Search, SEO & GEO
Agentic AI: The new co-worker in your B2B team?
AI has been quietly reshaping how we work. But a new flavour of it is now making waves, and headlines. It’s called agentic AI. And it’s not just something you ask for help, it’s something that gets on with the job. Some headlines suggest it is the robots taking over. We’ll let you decide. And […]
B2B’s Judgment Day: Marketing during the Rise of the Machines
It is like a science fiction plot. The worst kind. Where Armageddon is on its way, and the world will never be the same. A dystopian future has been thrust on the world, causing destruction everywhere. Where the noise of change drowns out the commonsense calmness and is whipped up into a cacophony of […]
B2B Research, B2B Search, SEO & GEO
How should B2B marketers prepare for Generative Engine Optimisation (GEO) alongside their SEO strategy?
Have you noticed that search is falling in your analytics? Yes, us too. B2B buyers increasingly bypass traditional engines and go straight to ChatGPT for quick, authoritative answers. That means your content could remain unseen (unless it’s optimised for how AI discovers and summarises information). Welcome to Generative Engine Optimisation (GEO): the next evolution of […]
B2B Content, B2B Marketing in Technology, B2B Search, SEO & GEO
What do B2B marketers need to know about Google Page Experience for SEO Success?
Everything you need to know about page experience in 2025. In the fast-paced world of B2B marketing, staying ahead of Google’s evolving page experience standards is no longer optional – it’s essential. As a marketing agency dedicated to helping businesses thrive online, we’ve been digging into the latest updates and trends for 2025. Here’s […]
B2B Marketing in manufacturing, B2B Research, B2B Search, SEO & GEO
How to leverage Google’s Search Generative Experience (SGE) in B2B marketing
It may feel like the landscape of digital marketing is ever-evolving. The reality is, it is – and keeping up to date is crucial for B2B marketers. There was a lot to take in at this year’s BrightonSEO conference (catch up on our key takeaways here) back in April, but something we’ve been keeping […]
What Google’s U-turn on 3rd-party cookies means for B2B marketing
After years of anticipation and multiple delays, in a surprising – or, perhaps, unsurprising – move, Google has decided to scrap its plans to phase out third-party cookies on Chrome. Whatever your view, this decision undoubtably shifts the landscape for B2B marketers who have been preparing for a future without third-party cookies. Earlier in […]
B2B Content, B2B Search, SEO & GEO, Customer Experience
Parallax and SEO: A Guide to Balancing Visuals and Visibility in B2B marketing
In the digital ecosystem, websites usually become a balancing act for the art of design with the science of SEO. While web designers advocate for clean, visually striking websites that captivate and engage visitors – SEO experts continue to push for structures and content that pleases search engines, sometimes at the expense of design simplicity. […]
B2B Marketing in Technology, B2B Search, SEO & GEO
What BrightonSEO Taught Us About AI-Powered Search and What It Means for SEO
– We attended the latest BrightonSEO event so you didn’t have to, and not only are we breaking down one of the topics that stood out as a key development to watch, but we’ve also done some extra homework on what B2B marketers targeting a niche actually need to know about it. Unsurprisingly, AI dominated […]
AI & MarTech for B2B, B2B Campaigns, B2B Search, SEO & GEO
Third-party cookies: is your B2B marketing about to crumble?
UPDATE: Google has moved back the deadline to an as yet unspecified date in 2025, so companies have some more time to prepare. That said, we recommend not leaving it to the last minute! Back in January 2024, Google began phasing out 3rd-party cookies – although only 1% of Chrome users were affected by Feb […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Search, SEO & GEO
What are the key takeaways for B2B marketers from Brighton SEO 2023?
It has been a month since the Brighton SEO conference which was nothing short of exciting! The great variety of insightful and knowledgeable sessions left us buzzing with ideas. It was great to stay up to date with the latest advances in search marketing and hear from thought leaders from various industries sharing their views […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
B2B Content, B2B Marketing in Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
B2B Marketing in Technology, B2B Search, SEO & GEO, Customer Experience
What the switch to GA4 means for B2B marketing – and how to get ahead
In October 2020, Google announced that Google Analytics 4 (GA4) will replace Google Universal Analytics (UA) and that UA will stop collecting data in July 2023. Whilst there is still nearly a year before the current analytics tool is phased out, many experts recommend moving now, as you’ll build up more historical data within the […]
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