Foodservice suppliers run two businesses on one site: certified commercial equipment that ships by freight and needs a considered sale, and low-margin consumables a kitchen reorders without thinking. We build SEO that treats those as different problems, because they are.
The same storefront has to sell a fifteen-thousand-dollar combi oven and a case of deli containers, and almost nothing about those transactions is alike. Equipment buyers care about NSF certification, utility requirements, door clearances and who handles the freight; consumable buyers care about case count, unit price and whether the reorder takes ninety seconds. Sitting across both is a persistent confusion problem: consumers searching for restaurant-grade goods for a home kitchen, and operators landing on residential listings that many health jurisdictions will not accept.
NSF and comparable certifications surfaced as searchable, structured content, because an operator filters on it before anything else.
Query and page separation so home cooks and kitchen operators are answered on different pages instead of one that satisfies neither.
Delivery method, liftgate, clearance and utility requirements answered on the page, since unanswered logistics questions kill large-equipment carts.
Consumable pages built around case quantity, unit cost and speed of repeat purchase rather than single-item retail presentation.
Dimension, capacity, voltage and gas-type attributes structured so a spec-constrained search finds equipment that will physically fit.
Answer engines now field equipment comparison and sizing questions, and the supplier whose content is cited enters the shortlist.
Real clients, published numbers, nothing dressed up. Follow any of them through to the full study.
For any new brand, starting marketing right away is crucial — a new domain takes a lot more work to put on the map than a revamp of an existing site. For Casa M, we completed keyword research during the design and development process so our marketing team was ready to start building traffic the moment 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.
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.
We assess equipment and consumables separately, because a structure tuned for one is almost always suppressing the other.
We split commercial and consumer demand at the keyword level and give each a page type, ending the mismatch that inflates bounce on both.
Certification, utility, dimension and freight content added where it decides the purchase, plus comparison content for major equipment classes.
We optimize the consumable side for repeat purchase and account creation, and report equipment and consumable revenue as separate lines.
Tell us about your store and goals. We’ll come back with a data-driven plan to grow your traffic, conversions and revenue.
Because they need opposite pages. A home buyer wants reassurance and a small quantity, an operator wants certification and a case pack. One page written for both converts poorly for both, and the mixed engagement signals hold back the rankings that matter.
It is often the first filter an operator applies. The Food Code treats equipment certified by any ANSI-accredited program as compliant, and many health jurisdictions expect to see that mark, so publishing NSF or an equivalent as structured, filterable data rather than a line in a PDF spec sheet is a direct conversion and ranking gain.
The research is online even when the order finishes on the phone. Sizing, comparison and utility content earns that research, and quote requests from equipment pages are a legitimate and measurable outcome.
By answering it rather than deferring it. Delivery method, access requirements and installation expectations belong on the page, since an unanswered logistics question at a high price point is usually where the purchase stops.
On a first order, rarely. On a reordering kitchen, quickly. We measure consumable performance on repeat volume per acquired account, which is the only frame where those margins make sense.
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