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Concept ProjectB2B Food & Beverage · wholesale

Meridian Specialty Foods

A specialty food importer with established distribution networks and almost no digital discoverability. Wholesale buyers increasingly researched supplier certifications and sourcing provenance online before initiating contact, leaving Meridian out of early consideration.

Challenge

The problem to solve

Wholesale procurement teams could not find Meridian in search or conversational answer engines. The website had only 34 indexed pages, no topical schema hierarchy, and lacked structured content answering the specific compliance and volume queries commercial buyers ask.

Strategy

The direction we chose

Rebuild discovery around the wholesale buying journey: make Meridian technically transparent to web and AI crawlers, then establish topical authority across wholesale procurement topics, including certifications, cold-chain standards, supply predictability, and import specifications.

Execution

How it was built

  • Technical & Entity SEO: Site architecture restructuring, Core Web Vitals optimization, and comprehensive Schema.org Organization and Product graphs.

  • High-intent topical mapping: Creating dedicated commercial category and specification hubs aligned with buyer research queries.

  • Answer Engine Optimization (AEO): Implementing structured question-and-answer modules and FAQ schemas for direct extraction in Google AI Overviews.

  • Authoritative reference seeding: Securing verified citations and sourcing certifications across trade databases and food industry registries.

Services used

  • SEO
  • AEO
  • Technical SEO
  • Entity Schema
  • Topical Mapping

Results

  • Illustrative target: indexed specification pages expanded from 34 to 180+ within 12 months
  • Illustrative target: organic search sessions from commercial wholesale research queries up 3.2x year one
  • Illustrative target: inbound procurement enquiries citing search discovery reach 24% of new pipeline

Key learning

For B2B wholesale, search engines and answer engines act as the preliminary vendor screening committee. Establishing machine-readable technical clarity upstream directly elevated the volume and caliber of inbound RFQs.

More work

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Challenge
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Strategy
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Challenge
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Strategy
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