The Challenge
Midwest Tape, a leading media distribution company serving libraries and educational institutions, needed to modernize their digital presence and improve organic visibility for their extensive product catalog of 340,000+ titles. Their B2B e-commerce platform was underperforming in search results despite having comprehensive inventory.
Core Issues
- Massive product catalog with thin, duplicate content
- Low visibility for high-intent commercial keywords
- Complex B2B purchase flows causing high cart abandonment (73%)
- Poor mobile experience for institutional buyers
- Limited organic traffic from educational decision-makers
Our Strategy
We developed a specialized B2B e-commerce SEO strategy addressing the unique challenges of institutional purchasing cycles and large-scale product catalogs.
1. Technical E-commerce SEO
- Catalog Architecture: Restructured 340,000+ product pages with optimized URL hierarchy
- Faceted Navigation: Implemented SEO-friendly filtering without creating duplicate content
- Page Speed: Reduced average product page load time from 5.8s to 1.3s
- Schema Markup: Deployed Product, Offer, and Organization schema across catalog
2. Content Differentiation
- Created unique product descriptions for 15,000+ high-value titles
- Developed educational resource center for librarians and educators
- Built comparison guides for media formats and licensing options
- Produced buyer's guides targeting institutional decision-makers
3. Conversion Optimization
- Redesigned B2B checkout flow, reducing steps from 7 to 3
- Implemented quote request functionality for bulk orders
- Added institutional purchasing information and net terms
- Optimized for mobile buyers (47% of traffic)
4. Authority Building
- Created thought leadership content on library trends and media curation
- Targeted long-tail keywords specific to educational procurement
- Built topical authority in institutional media distribution
- Developed partnership pages with educational technology providers
The Results
Traffic & Engagement
- 246% increase in organic traffic (820K → 2.8M annual sessions)
- 3,100+ new keywords ranking in top 10
- 72% increase in average session duration (2:14 → 3:52)
- 89% growth in returning institutional buyers
Revenue & Conversions
- 246% growth in organic e-commerce revenue
- 94% improvement in conversion rate (1.2% → 2.3%)
- $18.4M additional annual revenue from organic search
- 178% increase in qualified B2B lead submissions
Catalog Performance
- 89% of product pages now indexed and ranking
- 2,400+ products appearing in Google Shopping results
- 67% increase in product page engagement
- 4.8x growth in organic product discovery
Customer Acquisition
- 312% increase in new institutional accounts from organic
- 56% reduction in customer acquisition cost
- Average order value increased from $847 to $1,430
- 5.2x ROI on SEO investment in first year
Client Testimonial
"Our partnership revolutionized how libraries and schools discover our products. The technical expertise in handling our massive catalog combined with deep understanding of B2B purchase cycles delivered results beyond our expectations. We've become the go-to source for institutional media procurement."
— Michael Chen, Director of Digital Strategy, Midwest Tape
Sustained Growth
Two years into the engagement, Midwest Tape maintains market-leading organic visibility in educational media distribution. We continue optimizing their growing catalog and adapting to changes in institutional purchasing behavior.
Ongoing Performance (Year 2)
- Organic revenue up an additional 87% year-over-year
- Expanded catalog to 420,000+ optimized product pages
- 92% of high-value products ranking on page 1
- Reduced reliance on paid advertising by 68%