by Owen GaleaAs we move further into 2025, B2B SEO is changing quickly-especially for specialist and regulated sectors like insurance, insurtech, MGAs, and legal services. Competition for online visibility is fierce, and search engines are constantly updating how they rank company websites. Staying on top of the latest trends isn’t just helpful-it’s become a critical ranking factor since Google’s March 2025 Core Update, which put even more focus on content quality, local relevance, and user experience.
Here are three key trends shaping B2B SEO for firms working with clients in and around London, and what they mean for your business.
User Intent Over Keywords
The days of focusing only on exact-match keywords are behind us. Search engines now look for content that genuinely answers the questions your clients are asking (tools like Answer the Public can give you a great starting point to figure that out). For B2B companies, this means your website should address real-world challenges, use clear language, and anticipate what your audience wants to know next. Pages that succeed are those that offer practical, relevant solutions-rather than just checking off keywords.
How to Optimise for Your Audience:
- Write about the actual problems your clients face, not just your services.
- Use faqs, how-to guides, and advice tailored to businesses operating in london.
- Track what people are searching for locally and update your content to reflect those needs.
- Mention your experience or presence in london where it’s relevant to your clients.
AI-Driven Search Is Raising the Bar
AI-generated summaries and overviews now appear at the top of many search results. As a result, your website needs to provide clear, trustworthy answers right away. Combining deep expertise with actionable insights is key to standing out-especially in regulated industries where trust matters most.
B2B brands are seeing drops of up to 30% in their click-through rates for queries where AI Overviews appear, as users increasingly get their answers directly from the SERP without clicking through to websites.
How to Stand Out:
- Share expert-led content, such as thought leadership articles, case studies, and practical guides relevant to your clients.
- Use structured data and schema markup so search engines understand your content’s context.
- Keep your website updated with the latest industry developments and local insights.
Technical Excellence & Accessibility
A smooth online experience is now expected. Fast-loading pages, mobile-friendly design, and accessible content are essential-not just for search rankings, but for building trust with your audience. Technical SEO, like using structured data and logical site structure, helps search engines recognise your authority and relevance. This is especially important for firms with a presence in London, where competition is high.
Technical SEO Tips:
- Regularly check your site’s speed, mobile usability, and accessibility.
- Organise your content into clear topics and link related pages to help visitors and search engines navigate your site.
- Use best practices like schema markup, clean urls, and accurate contact details, including your london office if you have one.
Why These Trends Matter for B2B Specialists in London?
For insurance, insurtech, MGA, legal, and legaltech firms, credibility and visibility are vital. By adapting to these trends, you can build a strong foundation for long-term SEO success. Ultimately, companies that move quickly will attract more qualified leads and, as a result, build stronger client relationships.
Ready to Future-Proof Your SEO Strategy?
We help B2B firms navigate the changing world of SEO. If you want to improve your online presence, attract better leads, and build lasting digital credibility, we’re here to help.
Contact us for a tailored SEO audit or to discuss your digital strategy.