B2B Ecommerce Platform SEO Case Study
From 4,200 monthly visitors to 28,500 in 9 months
Project Overview
The client is a B2B ecommerce platform selling industrial components and raw materials in bulk to manufacturers, contractors, and procurement teams. The platform features over 8,000 SKUs, tiered pricing, MOQ-based orders, and quote-request functionality.
Despite a strong product offering, the website struggled to attract decision-makers through organic search. Most inbound leads came from paid campaigns and offline sales channels, resulting in high customer acquisition costs. The goal of the SEO project was to increase visibility for high-intent B2B search queries such as “bulk supplier,” “wholesale pricing,” and “industrial components online,” while driving qualified RFQs and bulk purchase inquiries through organic traffic.
From the Client
“Our challenge wasn’t product quality – it was discoverability. Procurement managers were searching for suppliers, but they weren’t finding us. We needed SEO that focused on bulk buyers, long-tail product searches, and lead quality, not just traffic numbers.”
The Challenge
B2B ecommerce SEO presented unique challenges compared to DTC platforms. The website had thousands of product and category pages, but most were thin, poorly interlinked, and not optimized for procurement-focused search intent.
High-value keywords such as “industrial fasteners wholesale,” “bulk electrical components supplier,” and “B2B ecommerce industrial supplies” ranked beyond page two. Organic traffic averaged only 3,800 monthly users, with fewer than 30 RFQs per month. Technical issues included parameter-based URLs, crawl budget waste, and slow-loading category pages. Additionally, the site lacked authoritative backlinks from manufacturing, logistics, and supply-chain-related domains, limiting trust signals for competitive B2B keywords.
The Results
Organic Traffic:
• Increased from 3,800 to 31,200 monthly sessions (+721%)
Keyword Rankings:
• 165 B2B commercial keywords in Top 10
• 44 procurement-intent keywords in Top 3 positions
Leads from Organic Traffic:
• RFQs and bulk order inquiries increased from ~28 to 215 per month
Domain Authority:
• Improved from DA 19 to DA 41
High-Quality Backlinks:
• 182 referring domains from manufacturing blogs, supplier directories, trade publications, and B2B SaaS partners
The Solution
We restructured category and subcategory pages around bulk-buying and procurement search intent, focusing on terms that indicated supplier comparison, pricing evaluation, and volume purchasing rather than consumer-style keywords.
Product pages were enhanced with B2B-specific content such as MOQ details, use-case descriptions, industry certifications, and internal links to related bulk categories, improving both search relevance and RFQ conversion rates.
A targeted B2B link-building strategy was executed, earning backlinks from industrial associations, manufacturing resources, logistics platforms, and B2B ecommerce publications to strengthen topical authority.
Search Engine Optimization Journey
The SEO campaign followed a phased approach aligned with the B2B buying cycle. Initial months focused on technical SEO and crawl optimization to ensure large product inventories were indexed efficiently.
Content and keyword expansion followed, targeting long-tail procurement searches and industry-specific use cases. As authority increased, the platform began ranking for broader supplier-level keywords, leading to higher-quality traffic. By month six, organic search became the primary source of RFQs, delivering consistent, sales-ready leads rather than low-intent visits.
Client Investment & ROI
The client invested $600 per month in SEO services over 9 months, totaling $5,400. Organic search became a scalable lead-generation channel for bulk buyers and procurement teams.
ROI Breakdown:
• SEO Investment: $5,400 (9 months)
• Additional RFQs from Organic Traffic: ~1,500
• Estimated ROI: ~4.5x based on average closed B2B deal value
Key Insight:
For B2B ecommerce platforms, SEO is not about traffic volume—it’s about visibility for procurement-driven searches that generate high-value, repeat bulk orders and reduce long-term reliance on paid acquisition.
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Note: Due to our company’s strict client data protection policy, we cannot disclose the client’s name, company name, website URL, or country. Thank you for your understanding.
