A distributor nobodyasks for by name.
A composite of regional technical distributors. No real business, no real figures. The defects and the order of fixes are the ones I find again and again.
λ.00 · What the buyer sees · same question, three places · swipe
The manufacturer’s global site, and , which has a product page per item.2 competitors (names redacted)
You · not namedWhat the buyer gets
The manufacturer and a marketplace, every time.
Picture a distributor of industrial components with four thousand products, customers in three neighbouring countries and a sales team that lives on the phone. A procurement engineer in Ljubljana asks an assistant who supplies a category in Slovenia and gets the manufacturer's global site, a marketplace, and a competitor with a product page per item. The distributor has been selling that category there for fifteen years.
The site is a brochure. The catalog is a forty-page PDF that search engines index as one document, the price list is behind a login, there is one language version for three countries, and the company is an Organization in the markup rather than a wholesaler of anything in particular. Nothing on the site answers the query that buyers actually type: the category, the brand and the country.
How I’d read it
Five layers, five verdicts.
The fixes
In the order that moves the answer.
- 1A page per product, generatedTurn the PDF catalog into crawlable product pages generated from the ERP export: name, brand, specification, availability, with Product and Offer entities on each. Four thousand pages the sales team never has to touch. M.04 · M.05 · weeks 1 to 4
- 2Declare the wholesalerAn entity that says what the company is, which brands it is an authorized distributor of, and which countries it serves, linked from every product page. M.02 · week 1
- 3A country page per marketThree language versions with their own addresses and hreflang, each stating the territory, the local contact and the delivery terms, because that is what the procurement query includes. M.03 · week 2
- 4Be in the supplier directoriesThe industry portals and brand-locator pages the assistants cite, claimed and filled, with the same brand list as the site. M.01 · week 2
What I’d hold this to
Measured the way the buyer sees it.
Named for [N] of [N] re-asked category and brand questions, with a product page as the cited source.
Impressions for category and brand queries in all three countries.
Inbound requests that reference a product page, counted from the sprint onward.