Thomas and Christopher build a customer journey map for "port wine"

By the time a B2B buyer finally reaches out, most of the decision has usually already been made. The list of suppliers has been drawn up, the requirements have been set, and the conversation mostly serves to confirm a choice that was made months earlier, when no salesperson was in the room. This process is determined by who the buyer encounters as she researches, compares options, and consults with colleagues. B2B SEO is about being one of the sources that shapes that choice—from the moment the first technical questions are asked until the decision is made. Here, the few relevant visitors count more than the many random ones, and this guide shows you how to build that visibility on both Google and AI assistants.