Ecommerce is an ever-growing market. Both in B2C (business to consumer) and B2B (business to business) industries. More and more online stores are popping up every day and it’s getting harder and harder to rank highly and stand out on search engine results pages (SERPs). Search Engine Optimisation is key to succeeding online. As paid ads prices are rising, with diminishing returns, good, old-fashioned SEO is going to be the difference between success and failure for your online sales.

Particularly for manufacturers, wholesalers, distributors and B2B merchants who can have hundreds, if not thousands of SKUs. Often with only technical details to differentiate products. Getting those individual product pages to rank in search engines can seem daunting. Unlike B2C retailers who can rely on emotive descriptions to draw in shoppers, how do you make a B2B listing stand out?

You’ve come to the right place! In this comprehensive guide, specifically designed for B2B merchants, we’ll take you through proven strategies to optimize product pages and secure those top rankings in SERPs.

Understanding SEO for B2B Ecommerce Product Pages

Understanding SEO requires getting to grips with two fundamental techniques: on-page and off-page SEO. On-page SEO refers to the optimization strategies implemented directly on your website, such as optimizing meta tags, headers, content, and URLs. Off-page SEO, on the other hand, focuses on external factors that influence your website’s visibility and authority, such as backlinks, social media presence, and online reputation.

For the purposes of this article, we are focusing on on-page SEO. The aspects of your website that you can directly influence and improve. By implementing effective on-page SEO techniques, you ensure that your website’s structure, content, and relevance align with search engine algorithms, increasing the likelihood of higher rankings.

While search engine optimization is focused on appealing to search engine algorithms. It is important to remember, you aren’t trying to sell to Google. You are trying to sell to people. To your customers. Keep user experience and engagement top of mind when implementing your SEO strategy. You don’t just want to be found in search results, you want your visitors to convert to customers.

Conducting Comprehensive Keyword Research for B2B Ecommerce

Keyword research is the foundation of SEO success. Use a powerful keyword research tool like Semrush or Ahrefs to identify which terms are relevant to your industry, products, and services. It’s not just about the highest search volumes. Consider the value to your business of each keyword. Will this search term lead to conversions, not just visits?

Use long-tail keywords (specific longer phrases as opposed to single words) tailored to your target audience. These might have lower search volumes but can have much more focused search intent. Someone typing in the full title and specification of your product is likely looking to buy. So you want them to find your product pages, not your blog. Ensure the text on your product pages is geared towards this kind of searcher.

Optimizing Product Titles and Descriptions for B2B buyers

Crafting compelling product titles and descriptions is crucial for attracting search engines and B2B customers. To achieve this, focus on incorporating relevant keywords that your target audience is likely to search for. Make your titles captivating and intriguing to grab attention and generate curiosity. Even in the needs-based context of B2B buying (as opposed to the desire-based context of most B2C), a compelling product title will stand out from your competitors so it is worth taking the time to consider.

Your product description is a further opportunity to include relevant keywords to attract attention on SERPs. In your product descriptions, provide valuable information that addresses the needs and pain points of your audience. Highlight the benefits and unique selling points of your product to persuade potential customers to choose it.

Enhancing B2B Product Images and Visuals

Even in a B2B ecommerce store, visuals are important for attracting both customers and search engines alike. Optimize image file names and alt tags to please search engine crawlers, ensuring that your visual content receives the attention it deserves. Showcase your products with high-quality, visually stunning images that leave a lasting impression on potential buyers. Implement image compression techniques for lightning-fast loading, guaranteeing a frictionless, user-friendly experience.

Streamlining URL Structure and Navigation for Seamless B2B Ecommerce Experience

Effortless navigation is the key to guiding B2B customers through your online store. Craft URLs that align with search engine best practices while providing clarity to users. Enhance user experience with breadcrumb navigation – like leaving a trail of breadcrumbs in a forest to help you find your way back home, on a website, breadcrumb navigation is the hierarchical navigation navigation system, oven shown along the top of the page, to help you know where you are and go back to previous pages. Simplifying the user journey makes it easier for customers to explore your products and potentially find more that they want to buy. Optimize internal linking to increase potential SEO success, guiding search engines through your website’s architecture and ensuring all your pages are effectively indexed.

Implementing Technical SEO Best Practices for a Robust B2B Online Store

Strengthen your B2B ecommerce store’s chances of being found on SERPS with technical SEO best practices. Ensure flawless mobile responsiveness and mobile-friendly design to cater to the ever-growing mobile audience. Optimize website speed and performance to reduce any obstacles that could hinder a seamless user experience. Implement structured data markup, such as This is specific code you can add to the HTML of your website to help search engines understand and showcase your website’s content accurately.

Monitoring and Analyzing SEO Performance for Continuous B2B Ecommerce Growth

Use data-driven insights to inform the growth strategy of your B2B ecommerce business. Make use of advanced SEO analytics tools to track keyword rankings, organic traffic, and user behavior. Analyze engagement metrics to identify optimization opportunities, such as bounce rate and time on page. By adapting your strategies based on data-driven insights, you can ensure continuous improvement and maintain dominance in search results.


Congratulations on mastering the art of SEO for B2B ecommerce product pages! Armed with these strategies, you are ready to boost your B2B ecommerce business’ search rankings and get your products in front of more customers than ever before. With a solid SEO strategy, you can attract a steady stream of eager customers, and maximize your online success. In the B2B industry, when so many merchants are still finding their feet in ecommerce, getting ahead of the competition could be as simple as finding the right keywords and writing better product descriptions, or just using decent-quality images. Remember, the journey to success is ongoing, so continuously adapt your strategies and stay ahead of the game.

How can Calashock help?

Want to get your B2B store in front of more people on search engine results pages? Whichever part of your ecommerce design, development or strategy you need to work on, at Calashock we have over 13 years of experience helping B2B merchants like you. We specialise in designing and building beautiful and intuitive ecommerce websites that maximise merchants’ ROI. From replatforming to ecommerce strategy, web design to SEO. Talk to our expert team to see how we can help you grow your online business and supercharge your sales.

by Verena