B2B Distributor Achieves Top-5 Rankings, 170% Growth

• Ingredient distribution follows a predictable buyer pattern: procurement teams searching for a supplier type "[ingredient] supplier" into Google, evaluate the page-one results, and build their shortlist from there.
• This distributor was completely invisible in that search, on pea protein, its top-priority line, and on food additives and preservatives.
• The problem was never demand, buyers were actively searching, it was that they were finding competitors instead, so the rebuild was scoped to win the specific searches that determine the shortlist, starting with pea protein and turning it into a repeatable model.

• Active procurement demand existed for the product lines, but none of that traffic landed on the distributor's site because it wasn't appearing in the searches buyers were running
• The site had zero rankings on the exact commercial query pattern that decides the shortlist in this category, "[ingredient] supplier"
• The existing site wasn't built to rank or represent the product range properly, with thin content and no structure mapped to how buyers search
• The domain had no off-page authority to compete against established distributors who had held page-one positions for a decade

• Win visibility on the exact supplier-search queries that determine the shortlist
• Make pea protein, the priority line, rank first, then repeat the model across the catalog
• Rebuild the site's structure and content around real product lines, not generic pages
• Build the off-page authority needed to compete against decade-old established distributors
• Turn search visibility into tracked, commercially meaningful conversions, not just traffic

• Mapped every core product line to its corresponding buyer search terms, since the existing content had no relationship to the queries that actually mattered
• Built a new website from scratch rather than patching the old one, structured around the distributor's actual product lines with pages designed to rank for supplier queries
• Prioritized pea protein first with a dedicated content and authority push, designing the model to repeat across the rest of the catalog
• Developed a content programme ingredient by ingredient, built around the real search patterns procurement teams use during supplier evaluation
• Ran a link building strategy specific to the category, building the off-page authority needed to compete against distributors with years of domain history

• #4 US ranking for "pea protein supplier" - Won page one on the distributor's top-priority product line
• #2 US ranking for "food additives supplier" - The pea protein playbook transferred directly to a second product line
• #5 US ranking for "food preservatives supplier" - A third product line reached page one using the same repeatable model
• 170% increase in key conversion events - Measured in the client's own GA4 data year over year, rankings turned directly into enquiries
• A repeatable model across the catalog - The framework proven on pea protein now extends to every other product line without starting from scratch

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