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Owning supplier searches: A 170% conversion and top-5 US rankings story

Project Overview

Organization

Food and pharma ingredients distributor (anonymised under NDA)

Industry

B2B distribution · food and pharma ingredients

Scope

New website · content strategy · off-page SEO

Buyers served

Procurement teams searching for ingredient suppliers

Comparison window

2025 vs 2024

Products / Services Used

  • SEO
  • Website Rebuild
  • Content Strategy
  • Off-Page SEO

Ingredient distribution follows a predictable pattern. When procurement teams look for a supplier, they don’t browse extensively. They simply type "[ingredient] supplier" into Google, evaluate page-one results, and build their shortlist from there.Unfortunately, this distributor was completely invisible.

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Pea protein was their top-priority line, yet the very buyers ready to purchase couldn’t find them. The same issue applied to their food additives and preservatives. The website wasn't failing from a lack of market demand; it was failing because buyers were looking elsewhere - and finding the competition.

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We scoped the site rebuild to address this problem: win the specific searches that determine the shortlist. By successfully establishing the search pipeline for pea protein first, we created a repeatable framework for the rest of their product catalog.

Performance Insights

Key results for the client

#4 US

Ranking for "Pea protein supplier"

#2 US

Ranking for "food additives supplier"

#5 US

Ranking for "food preservatives supplier"

+170%

Increase in key conversion events, year over year 

Client Objectives

The problems the business actually had

1.
A website producing zero leads

Demand for the product lines was active. Procurement buyers were searching. None of that traffic was landing on the distributor's site because the distributor wasn't appearing in the searches those buyers were running.

2.
Invisible on the exact searches that matter in this category

In ingredient distribution, the commercial query pattern is: "[ingredient] supplier."Pea protein supplier. Food additives supplier. Food preservatives supplier. The site had no rankings on any of them. Zero visibility on the queries that decide who gets the enquiry.

3.
An outdated foundation that couldn't rank, represent the range, or convert

The existing site wasn't built to rank or to represent the product range properly. Thin content, no structure mapped to how buyers search, and no off-page authority to compete against established distributors.

4.
No off-page authority to compete for commercial terms

Ranking for supplier searches against established distributors requires domain authority. This one hadn't built it. Without off-page work, even good on-page structure wouldn't move the needle against competitors who'd been in the SERPs for a decade.

Mavlers Strategy

Win the priority line, then repeat the model

1.
Query mapping across the product range

The commercial queries in ingredient distribution are supplier searches by ingredient line. Every core product the distributor carries was mapped to its corresponding buyer search terms. The site's content had no relationship to these queries. That was the first thing to fix.

2.
New website built for supplier searches

The existing site couldn't be patched. A new site was built, structured around the distributor's actual product lines, with pages designed to rank for supplier queries and architecture that moved procurement visitors toward an enquiry.

3.
Pea protein first

The client named pea protein as the priority. A dedicated content and authority push was built around it first, with the same model designed to repeat across other ingredient lines.

4.
Content mapped to how buyers search

A content programme was developed ingredient by ingredient, built around the actual search patterns procurement teams use during supplier evaluation.

5.
Off-page authority built for the category

Ranking for supplier terms against established distributors with years of domain authority required off-page work the site had never had. A link building strategy was executed specifically for this category.

Results

The rankings that decide the sale

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Multiple supplier terms in the top 5, including #2 on food additives.

The playbook that ranked pea protein transferred to the rest of the range. Food additives supplier: #2. Food preservatives supplier: #5. Both on page 1 in the US.

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Conversions grew 170% year over year.

Rankings turned into enquiries. GA4 key events, the conversion actions the client tracks as commercially meaningful, rose 170% comparing 2025 to 2024.

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Sandra Field

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