Getting found on Google is critical for local business like lawn care, restaurants, and dentists. But what about distributors? Does search engine optimization (SEO) matter for your distributor in terms of generating marketing and sales results on a B2B website?

The short answer is yes, but it’s not answered in the same way that a local business may approach it – which is why it often gets pushed to the back burner in terms of marketing priorities. But that could be a mistake.

In this article, we’re going to share why SEO is a growing channel for B2B and how you should be thinking about this in terms of customer success, product discovery, and brand name recognition.

Let’s dig in!



Why Does SEO Matter for Distributors?

While existing customers know where to find you (often by name or by the name of their sales rep), SEO is pivotal for business growth and opportunities. As a distributor, here’s why you should prioritize it:



  • Getting found on Google helps you attract new customers
    SEO expands your reach to new customers by showcasing industry insights.
  • Strong search engine presence helps you showcase full product range
    Effective SEO helps existing customers discover more of your offerings, boosting sales.
  • Content optimized for search around all of the problems you solve can help enhance credibility
    High-quality, optimized content establishes your business as an industry expert, fostering trust and loyalty.
  • Good SEO can set up partnership opportunities
    A strong online presence attracts potential partnerships, enhancing your service offerings.
  • An effective SEO strategy helps you stay competitive in a sea of digital clutter
    Investing in SEO keeps your business visible and relevant in the face of endless online content.

Bottom line – SEO helps distributors grow online, enhances their presence, and creates new opportunities in a digital world.



The Three SEO Buckets B2B Distributors Can Use

For many companies who are new to search engine marketing or using SEO as a strategy, there are three simple buckets to think about – content areas, keywords, and content consistency/value.



Take Advantage of All Types of Content Areas and Opportunities

To maximize your SEO potential, focus on creating and optimizing a variety of content types. Here are key areas to target on your website:


Clearly state what you sell and convey who it’s for.
Create engaging content that promotes your products.
Highlight your company’s history, values, and the human side of your team. Provide clear and detailed policies in your terms and conditions.
Regularly post valuable insights and information related to your industry as a thought leader in your area of expertise.
Offer detailed information about different product categories.
Include information about your suppliers to build credibility.
Ensure product descriptions, headlines, titles, and meta descriptions are comprehensive and optimized
Use JSON LD to enhance search engine understanding of your content


Remember to keep these pages optimized for fast loading times, which is a key pillar of strong SEO.

Optimized SEO Illustration




Know What Your Customers are Searching for with Keywords

Effective keyword research is a fundamental part of getting this right, but it’s about more than just jamming a bunch of phrases into your articles.



  • Understand user search behavior:
    Learn how keywords have evolved and how people currently search for products.
  • Pull from your own data:
    Use actual search and traffic data from your site to guide your strategy.
  • Use research tools:
    Utilize keyword research tools to find relevant search terms.

Avoid guessing what people search for; instead, rely on data to uncover true search patterns. This approach ensures that your content aligns with what potential customers are genuinely looking for, improving your chances of being discovered.

Bonus tip: In our platform we actually have a feature that remembers what your customers searched for, which could be leveraged for insights, easier future sales, and a better customer experience.
WebAlliance Admin Search Report


Consistently Create Unique and Helpful (Valuable) Content



  • Keep it original:
    Craft content that stands out and reflects your brand’s personality. Use custom item images, branded giveaways, employee-focused “About Us” pages, and even a company mascot to showcase your unique identity. These elements differentiate your site and engage visitors.
  • Keep it fresh:
    Regularly update your content to reflect industry changes and business developments. Search engines favor active, up-to-date sites, boosting your SEO. Fresh content signals to search engines that your site is current and relevant.
  • Lend your expertise:
    Leverage your in-depth product knowledge. Don’t just sell products—be a valuable resource. Share detailed insights and expertise, which Google values highly for SEO. Demonstrating authority in your niche not only attracts customers but also earns higher search rankings.



But We’re Short on Resources. Could We Use AI?

AI can be a powerful tool for generating content, but it should complement, not replace, your expertise. By using AI to create initial drafts from notes, or gather common background information, you can save time and streamline your content creation process.

Relying too heavily on AI can hurt your SEO efforts too. Google prioritizes unique, expert content, and AI alone cannot provide the nuanced understanding that human expertise offers. While AI can help with starting points and structure, your role is to add value by verifying facts, injecting personality, and showcasing insights that AI can’t mimic.

You still need to refine and personalize the AI-generated content to ensure it reflects your voice and offers unique, original knowledge and experience.

By blending AI’s efficiency with your own expertise, you create content that stands out and resonates with your audience.



Moving Beyond Google for More Discoverability

Recent trends show that search engines increasingly take into account a wider breadth of content. It’s not just about what you do on your website, but also how widely you spread your knowledge and expertise. Here are some mediums to focus on:



  • Blogs:
    This is a great way to get your voice and expertise out there. It can attract industry peers and potential customers who value your understanding of the product.
  • YouTube:
    Visual media is very appealing, from product demos to how-tos. Show people how to do something instead of just telling them on your YT channel.
  • Facebook:
    Still valuable for easy business engagement.
  • Twitter/X:
    Remains effective for simple business communications.
  • TikTok:
    Despite potential bans, it offers short, engaging content that can capture attention in bite-sized pieces, and can reach large audiences quickly when done right.

Moving beyond Google for SEO


Establish Your SEO Foundation Now for Market Dominance

In short, SEO is a must for distributors who want to grow and stay ahead — from boosting your online presence and attracting new customers, to building valuable partnerships. Create unique and fresh content across your platforms and website, optimize your pages with smart keyword research, and remember to use AI as a tool, not a crutch.

It’s about getting found – and SEO is one of the top ways to do that.

By choosing a high-performance platform like Aldrich’s WebAlliance, you can ensure your customers enjoy quick page load times and a seamless user experience, leading to higher conversion rates and improved SEO.

Give yourself a competitive edge in the B2B ecommerce market, so you can stay visible, stay relevant, and help your business thrive.