SEO Case Study: How a B2B Marketplace Increased Supplier Signups by 245%
In April 2025, a B2B marketplace headquartered in Foster City, California partnered with Goforaeo because their supplier growth had started to stall. They had strong demand on the buyer side, but suppliers were not discovering them through search in a steady way. Most supplier signups were coming from outreach and referrals, which made growth feel slow and hard to predict.
This case study explains what we did from April 2025 to November 2025 and how the numbers moved each month. You will see clear before vs after proof, the exact steps we took, and the tools we used. Every section is written in simple words, based on real SEO logic.
Project overview: dates, timeframe, and location
The work began on April 7, 2025 with a full audit and tracking cleanup. After that, we followed a monthly execution plan through November 24, 2025. The company operates nationally, but the brand and team are based in Foster City, so we also strengthened local trust and brand signals.
We treated this as a supplier acquisition project, not just a traffic project. That meant we focused on the pages and keywords that bring suppliers who are ready to list, not only people reading general industry content. We also improved the signup path so visitors could complete onboarding without confusion.
What counted as a supplier signup
We defined “supplier signup” clearly so the numbers stayed honest. We tracked signups only when the user reached a verified milestone, not just when they visited a page.
Supplier signup conversions included:
- Completed supplier account creation and email verification
- Submitted supplier application with required business details
- Completed onboarding step: product or service category selection
- Click to schedule a supplier onboarding call, when it reached confirmation
Baseline snapshot: what we saw in April 2025
In April 2025, the marketplace had some visibility, but it was scattered. A few pages ranked for broad terms, yet high intent supplier searches were not bringing in enough qualified signups. The site structure also made it hard for search engines to understand supplier categories and locations served.
Most importantly, supplier focused pages were not built around how suppliers actually search. Many suppliers search using words like “become a supplier,” “vendor registration,” “approved vendor,” and “sell to businesses,” along with industry terms. The site did not have enough clear pages mapped to those needs.
Baseline metrics: April 2025
These numbers were captured before major changes:
- Supplier signups from organic: 80
- Organic sessions: 6,200
- Organic signup conversion rate: 1.29%
- Top 3 keyword count for supplier intent terms: 7
- Branded searches and direct traffic were doing most of the heavy lifting
Audit findings: what was blocking supplier growth
We started with a full audit because supplier SEO is different from normal B2B blog SEO. Suppliers need clarity, trust, and proof that listing is worth it. We reviewed technical issues, content gaps, and friction in the signup path.
Technical issues that reduced visibility
The technical crawl showed that important supplier pages were not getting enough internal links. Some category pages were thin or missing key content blocks. A few pages had duplicate meta titles, so Google could not tell which page was the best match.
Technical problems we fixed first:
- Duplicate and weak meta titles on supplier related pages
- Internal links not pointing strongly to supplier onboarding pages
- Category pages with limited content and unclear intent
- Index bloat from filtered pages that created duplicates
Content gaps that hurt supplier intent coverage
The site had content for buyers, but supplier content was limited. Suppliers needed clear pages explaining requirements, benefits, how payouts work, and how to get approved. Without that, the site was losing high intent searches to competitors and directories.
Content gaps we documented:
- No strong “Become a supplier” hub page with clear steps
- Limited category pages written for supplier intent
- Weak FAQ coverage for approval, pricing, fees, and timeline
- No trust led content showing real supplier outcomes
Conversion friction that reduced completed onboarding
Even when suppliers landed on the right pages, the signup flow caused drop offs. The biggest issue was not interest, it was uncertainty. People hesitated when they could not quickly understand what happens after signup.
Friction points we fixed during the campaign:
- Too many required fields too early in the form
- Missing reassurance content near the signup button
- Confusing category selection and unclear next steps
- No quick path for suppliers who wanted a call first
Strategy: how we drove more supplier signups with SEO
We followed a simple strategy built around matching intent and removing friction. First, we fixed tracking and technical blockers so growth could compound. Second, we built a clear supplier content structure, with pages that map to the way suppliers search. Third, we improved authority and trust signals so suppliers felt confident listing.
We also used monthly data to guide priorities. Instead of publishing content randomly, we built pages based on search demand and what was already converting. This kept work focused and results steady.
Tracking and measurement setup
We cleaned tracking in the first week so supplier signups were counted correctly. Without clean tracking, it is easy to chase traffic that never becomes signups. We made sure every important action was measured.
Tracking setup included:
- Conversion events for verified supplier signups
- Tracking for category selection completion
- Tracking for call scheduling confirmation
- Funnel review to find the biggest drop off steps
Site structure and supplier landing pages
We rebuilt the supplier pathway so Google and suppliers could both understand it quickly. This meant creating a clear hub and linking every relevant page into it. We also organized category pages so they looked like real landing pages, not empty listings.
Structure improvements included:
- A supplier hub page that explains benefits, steps, and requirements
- Clear category landing pages written for supplier and vendor intent
- Better internal linking from blog posts, footer, and navigation
- Cleaner URL structure and removal of duplicate filtered pages
Content strategy built around supplier intent
Suppliers search differently than buyers. They want answers like: is this worth it, what do I need, and how fast can I get approved. We created pages that answered these questions in simple language, with proof points and next steps.
Content themes we published and improved:
- “Become a supplier” guides for key verticals
- Supplier requirements and approval timeline pages
- Fee, payout, and listing process explanation pages
- Trust pages: standards, verification, and support model
Authority building and trust signals
B2B suppliers are careful. They want to know the marketplace is real, stable, and not a waste of time. We improved trust signals on the site and built relevant mentions from industry sources.
Authority work included:
- Improved company credibility pages and leadership bios
- Supplier support and compliance explanation content
- Industry partnership outreach for relevant mentions
- Digital PR style link wins from niche business sources
Conversion improvements for supplier onboarding
As traffic increased, conversion work had a bigger effect. We reduced uncertainty and made the signup process feel easier. We also added a “talk to onboarding” option for suppliers who wanted quick answers first.
Conversion improvements included:
- Shorter first step form, with details collected later
- Clear “what happens next” text near the signup button
- Better category selection flow and clearer labels
- Supplier onboarding call option placed on high intent pages
Tools used during the campaign
We used tools that helped us make clear decisions and track results monthly. We avoided complex reporting that nobody reads, and kept the focus on signups.
Tools we used:
- Google Analytics 4: signups, funnels, landing pages, conversion rate
- Google Tag Manager: event tracking for signup steps and call scheduling
- Google Search Console: queries, pages, clicks, indexing, CTR improvements
- Screaming Frog SEO Spider: crawl issues, duplicates, internal link review
- Ahrefs: keyword research, competitor gaps, backlink tracking
- PageSpeed Insights: speed checks for onboarding pages
- Looker Studio: monthly reporting dashboard
- Hotjar: form drop off and click behavior on onboarding pages
Month by month rollout and results: April 2025 to November 2025
We followed a monthly plan so the work stayed clean and measurable. Each month has a clear theme, actions completed, and the key numbers. The focus metric is supplier signups from organic search.
April 2025: baseline, tracking cleanup, and priority fixes
April was about getting measurement right and removing obvious blockers. We verified signup events, fixed key metadata issues, and mapped the supplier page structure. This created a clean base for content work.
April work completed:
- Fixed tracking for verified supplier signups and funnel steps
- Full crawl and technical fix priority list
- Cleaned duplicate titles on supplier related pages
- Internal linking plan for supplier hub and categories
April 2025 results:
- Supplier signups from organic: 80
- Organic sessions: 6,200
- Top 3 keyword count: 7
May 2025: supplier hub page and clearer internal linking
May focused on building the main supplier entry point and connecting it across the site. We created a hub page designed to rank and convert, with simple steps and clear benefits. We also improved navigation and links from high traffic pages.
May work completed:
- Published supplier hub page with steps, FAQs, and trust blocks
- Added links from buyer pages and high traffic blog posts
- Improved meta titles for supplier intent terms
- Cleaned index bloat from duplicate filtered URLs
May 2025 results:
- Supplier signups from organic: 98
- Organic sessions: 7,150
- Top 3 keyword count: 10
June 2025: category landing pages built for supplier intent
June was about creating pages that suppliers actually search for. Instead of thin category lists, we built category landing pages with clear supplier value, requirements, and examples. This improved both ranking and conversion quality.
June work completed:
- Built 6 supplier category landing pages with clear content sections
- Added FAQs based on Search Console queries
- Improved internal links between categories and onboarding pages
- Updated page headings for better clarity and relevance
June 2025 results:
- Supplier signups from organic: 122
- Organic sessions: 8,600
- Top 3 keyword count: 15
July 2025: supplier trust content and onboarding clarity
July focused on trust and decision support. Suppliers needed proof and clear expectations, so we improved onboarding pages and added reassurance content. We also strengthened the “why list with us” messaging in a simple way.
July work completed:
- Added “what happens next” blocks near signup buttons
- Published approval timeline and requirements pages
- Improved onboarding flow copy for clarity and confidence
- Hotjar review to identify where suppliers dropped off
July 2025 results:
- Supplier signups from organic: 154
- Organic sessions: 10,100
- Top 3 keyword count: 20
August 2025: authority building and industry mentions
August focused on authority. We earned relevant mentions and improved brand trust signals across key pages. We also updated supplier pages that were close to top rankings, helping them move into stronger positions.
August work completed:
- Outreach for industry mentions and niche business listings
- Earned a small set of relevant backlinks to supplier pages
- Updated near page one pages with stronger FAQs and clearer sections
- Improved page speed on supplier onboarding pages
August 2025 results:
- Supplier signups from organic: 188
- Organic sessions: 11,900
- Top 3 keyword count: 25
September 2025: content expansion for long tail supplier searches
September was about capturing more specific searches. Suppliers often search with industry terms and “vendor registration” style phrases. We expanded content to cover those patterns without making the site messy.
September work completed:
- Built industry specific supplier pages for high demand segments
- Added comparison style content that answered common doubts
- Strengthened internal linking between related industries
- Improved meta descriptions to lift clicks from search results
September 2025 results:
- Supplier signups from organic: 221
- Organic sessions: 13,200
- Top 3 keyword count: 29
October 2025: conversion improvements and form friction reduction
October focused on improving completion rates. Traffic was stronger, so small conversion changes created a bigger signup lift. We shortened the first step form and moved non essential fields later.
October work completed:
- Reduced early form fields and simplified the first signup step
- Added “talk to onboarding” option on key supplier pages
- Improved category selection flow and labels
- Updated the main supplier hub page with stronger proof points
October 2025 results:
- Supplier signups from organic: 247
- Organic sessions: 14,100
- Top 3 keyword count: 32
November 2025: consolidation, stability, and stronger top rankings
November was about stability and avoiding overlap. We merged thin pages that competed with stronger pages and improved the best performers. We also refined the supplier journey so it felt consistent from first click to completion.
November work completed:
- Consolidated overlapping pages to reduce keyword confusion
- Improved top converting pages with clearer CTAs and better FAQs
- Continued authority work with a few additional relevant mentions
- Cleaned internal links so supplier clusters stayed organized
November 2025 results:
- Supplier signups from organic: 276
- Organic sessions: 14,900
- Top 3 keyword count: 34
Before vs after proof: 245% increase in supplier signups
The clearest proof is the change from the first month to the last month in the same tracking setup. In April 2025, organic supplier signups were 80. In November 2025, organic supplier signups were 276. That is 196 more supplier signups per month compared to the baseline.
The percentage increase is calculated from the baseline:
- Increase: 276 minus 80 equals 196
- Percentage increase: 196 divided by 80 equals 2.45
- Result: 245% increase in supplier signups through SEO
Why this worked: the simple explanation
This worked because we matched the site to how suppliers search and decide. Google needed clearer page purpose, so we built clean hubs and category pages. Suppliers needed confidence, so we added trust content and removed friction in the signup path. Once rankings improved, conversion improvements multiplied the impact.
The monthly approach also mattered. Each month built on the last month, so gains stacked instead of resetting. We used Search Console and analytics data to guide what to build next, which kept the strategy practical and focused.
Key takeaways for B2B marketplaces
If you want more suppliers from SEO, focus on supplier intent first, not general traffic. Build pages that answer supplier questions clearly and guide them to one simple action. Then remove friction so people can complete signup without second guessing.
Practical lessons from this project:
- Create one strong supplier hub page and link it everywhere relevant
- Build category landing pages that read like real landing pages, not empty lists
- Answer supplier doubts: approval, fees, timeline, and support
- Improve conversions once traffic grows, because small changes bring big lifts
- Track verified signups, not only clicks, so results stay real