In my experience, many B2B sites struggle simply because search engines are blocked from seeing the right pages.
1. Technical Accessibility
Your site's code shouldn't be a maze. If you have a massive site, you need to be very intentional about where you spend your 'crawl budget'. Focus search engines on the pages that actually bring in customers.
"Don't hide your best work behind bad structure. If a bot can't find it easily, neither can a customer."