MRO distributors carry catalogs too large to optimize page by page, sell against quoted and contract pricing rather than list price, and win searches that are part numbers rather than phrases. We build SEO at catalog scale, around identifiers and cross-references.
An MRO catalog can run to hundreds of thousands of line items, most of which will never be searched by name. Nobody types a description of a bearing; they type the number stamped on the failed one, or the number of the competitor part they want an equivalent for. Pricing frequently is not published at all, because it depends on a contract, so the page has to sell the ability to quote rather than a figure. And a real share of order volume never touches your storefront, arriving through punchout into a customer's procurement system, which means the site's job is to win the specification before the requisition is even raised.
Identifier and competitor-equivalent queries resolved to real pages, since a maintenance buyer searches by number long before searching by category.
Template and taxonomy work that lifts an entire catalog tier at once, because hand-optimizing hundreds of thousands of SKUs is not a plan.
Product and category pages built to earn a quote request when list pricing genuinely cannot be published.
Content that supports procurement systems and negotiated accounts, where the storefront wins the spec even when it never takes the order.
Dimensional, material and rating data published as structured content, the only thing that differentiates one hex bolt listing from another.
Failure-mode and replacement questions are increasingly asked of assistants, and the source that answers them names the supplier.
Real clients, published numbers, nothing dressed up. Follow any of them through to the full study.
While fixing the more basic elements of the AV Leaderz site, we got an SEO campaign up and running in parallel. eCommerce SEO takes time to build momentum, so while the new site was being designed and developed, our SEO team was already creating content and fixing issues — jump-starting rankings for some of the industry's most competitive terms by the time the site went live.
If you've ever wanted to get started with SEO but didn't have the time to devote, a professional SEO agency may be just the ally you need. In this case study, we explore the unique predicament of Mac of All Trades and Mac Me an Offer, and how they benefited from professional SEO.
The market for sporting equipment is heavily saturated with suppliers, though there's no shortage of consumers looking for those goods. For HB Sports, investing in eCommerce SEO was the right call. Unlike ad campaigns that stall once spend stops, HB Sports' organic traffic growth is continuous — and built to compound.
We measure how much of your catalog search engines actually index and crawl, which in large MRO stores is routinely a fraction of what is published.
We build the part-number, superseded-number and cross-reference layer that turns identifier searches into landings rather than internal-search dead ends.
Specification-driven templates that produce genuinely distinct pages across a huge catalog, plus hand-built content on the tiers that justify it.
We optimize toward quote requests and account creation, and report on those instead of pretending a contract-priced catalog behaves like retail checkout.
Tell us about your store and goals. We’ll come back with a data-driven plan to grow your traffic, conversions and revenue.
With indexation, not content. In catalogs this size the first finding is almost always that search engines are crawling a small percentage of the store and wasting the rest on facet and parameter combinations. Fixing that exposes inventory you already have.
It is the most valuable SEO in this category. Identifier searches convert far above category searches, and most distributors handle them only through internal search, which produces no landing page for an external query to match.
Yes. The page has to substitute other decision content — availability, specification depth, equivalents, lead time and a frictionless quote path — for the number. Missing price hurts far less than a page with nothing else on it.
Because the specification decision usually happens before the requisition. Engineers and maintenance staff research openly, then buy through the procurement system, so public visibility shapes what the punchout order eventually contains.
Yes, and it is one of the highest-return items in this category. Retired numbers keep generating searches for years, and mapping them to current equivalents captures demand competitors have simply deleted.
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