B2B SEO Architecture
A B2B kitchen and bath supplier had strong organic traffic and significant room to grow on the conversion side. I rebuilt their search architecture from the ground up.
The Problem
This company had real traffic. Their blog posts on ADA compliance, multifamily builds, and commercial installation were ranking well. The trade program page, the one that actually converts B2B buyers, had untapped potential.
The root cause wasn't content. It was architecture. High-performing B2B blog content and B2B landing pages were disconnected from each other. Blog posts and collection pages were competing for the same queries. And the audience actually showing up was contractors, fabricators, and developers, exactly the buyers they wanted to reach.
The Approach
I treated this like a systems problem. Before writing a single recommendation, I needed to understand what Google was actually rewarding, which pages were competing with each other, and where the structural gaps were.
- Classified 200 search queries by intent: B2B procurement, B2C product, informational, and brand
- Built a page routing map for 150 pages, matching each query class to the right landing page
- Created a cannibalization matrix identifying where blog posts and collections were competing for the same rankings
- Ran an internal linking gap analysis that uncovered the core opportunity: thousands of B2B clicks flowing to content that could be connected directly to the trade program
What I Delivered
- Query classification spreadsheet across 200 queries, each tagged by intent, volume, and recommended page type
- Page routing map for 150 URLs with current performance data and recommended landing page assignments
- Cannibalization matrix with severity ratings and consolidation recommendations
- Internal linking audit showing exactly which high-traffic pages needed to connect to which conversion pages
- Trade program validation backed by data showing massive gap between B2B content traffic and trade program visibility
- A do-not-build list of 10 proposed pages that had no data support yet, with rationale for each
Tools & Methodology
Results
“Working with Ryan was a great experience. I'll admit I was initially hesitant given his limited Upwork history, but that hesitation disappeared quickly. He was professional throughout, communicated clearly and consistently, and delivered exactly what was promised. Glad I took the chance, would work with him again without question.”
Client, 5-star review
Need an SEO Strategy?
I build search architectures that are data-driven and built to scale.
Response within 24 hours