SECTOR · B2B AND INDUSTRIAL
The technical buyer searches for the exact spec sheet, not the brand, and that's where the search has to be won.
In industrial B2B the search is done by a technician or engineer who already knows what they need. We work so the product sheet and technical documentation show up where the real search happens, not just where the brand is searched.
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- years working visibility for large brands
- +200
- projects with our own data behind them
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- to reply, at most
Brands that have trusted Laika
The manufacturers and distributors who call us have customers who search by part reference, not brand name.
The buyer searches by technical reference, not by brand name
An engineer searches for the exact measurement, standard or product code. If the sheet isn't optimised for that way of searching, the sale goes to whoever does show up.
The catalogue has thousands of references with minimal variations between them
Every variant of size, material or finish needs its own page, but without duplicating content across thousands of near-identical sheets.
Technical documentation weighs as much as the commercial listing itself
Technical sheets, certificates and PDF datasheets often aren't indexed or accessible, and they're exactly what the technical buyer needs to decide.
The buying cycle is long and involves several people
The person searching for the technical sheet isn't always the one making the final purchase decision. Content has to serve both the technician who prescribes and the buyer who signs off.
The brand is nearly invisible next to the distributor or industrial marketplace
On many searches the distributor or a generic industrial portal shows up first. Winning that visibility back means deciding which searches to work directly and which to leave to the channel.
The scope
SEO in industrial B2B means winning the search of someone who already knows exactly what they need. We work the technical sheet and documentation as the main asset, not as an appendix to the commercial listing.
We work on the architecture by product family, standard and application, and on indexing the technical documentation that today falls outside search.
Which capabilities matter here
In this sector not every capability carries the same weight. These are the ones that move the outcome with a technical buyer.
High weight
Search enginesThe base: technical catalogue architecture and indexing of sheets and documentation by reference, standard and application.
Medium weight
AI visibilityMore technicians are asking AI for a spec or a product equivalent. Showing up in that answer opens a buying path that doesn't go through traditional search.
Medium weight
ConsultingDeciding which product families to work in depth and which to leave to the distributor or industrial marketplace.
Social search matters less here than direct technical search, so we don't force it: if it starts generating real qualified leads, we'll tell you with data.
The areas of work
Four areas of work built for a technical catalogue with thousands of references: first the architecture, then documentation, then application content and finally the relationship with the channel.
Technical catalogue architecture
Give every reference its own indexable page without duplicating content across near-identical variants.
See the detail
- Category structure by product family, technical standard and application
- Criteria to differentiate size, material or finish variants without duplicating
- Filter facets designed around how a technical buyer actually searches
- Internal linking between the reference, its family and associated documentation
Indexable technical documentation
Get the technical sheet, certificate and datasheet where they're searched, not buried in an unindexed PDF.
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- Review of which technical documentation is indexed and accessible from search engines
- Content structure accompanying the PDF with key information visible
- Technical product structured data (specifications, standards, compatibility)
- A process to keep documentation updated without breaking existing URLs
Application and specification content
Make content serve both the person specifying the technical solution and the one signing the purchase.
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- Use case and application content by customer sector
- Technical comparisons between your own references to help choose the right one
- Content resolving doubts about compatibility, regulation or product substitution
- Specification materials built for both the technician and the final buyer
Relationship with distributor and marketplace
Decide with judgement which searches to work directly and which to leave to the channel.
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- Map of which searches the distributor or industrial portal wins today versus the brand
- Prioritisation of references where working direct visibility has a real return
- Content coordination between the brand's site and marketplace listings
- Tracking which references recover direct search away from the channel
Who does it?
The project is run by a senior profile with experience in large technical catalogues and long buying cycles. MJ leads the strategy and the specialist team works architecture, documentation and application content.
Why Laika?
We know the pressure of a buyer who already knows exactly what they're looking for and won't forgive an incomplete sheet, because we've worked in it.
Generic brand content is no use here. You have to speak the exact technical language the searcher uses.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We prioritise references with real return
With thousands of references we don't work them all equally. We prioritise where recovering direct search has a real impact on sales.
We know which searches stay with the channel
Not every reference is worth working directly against the distributor. We'd rather say so and focus effort where there is margin.
Frequently asked questions
Can you index technical sheets and certificates that today only exist as PDFs?
In many cases yes, bringing the key information into an accessible format alongside the PDF. We first review which documentation has real search demand before prioritising the work.
How do you work a catalogue with thousands of references without duplicating content?
With a facet and variant architecture designed so every reference is indexable without content repeating mechanically from one sheet to the next.
Can we compete with our own distributor in search?
On some references yes, especially where it makes sense for the brand to capture the search directly. On others, we prioritise different work if the channel already fulfils that role.
Does it make sense to work on AI visibility in such a technical sector?
Increasingly so, because technicians are starting to ask directly for a spec or product equivalent. We work it as a medium-weight layer, without neglecting the base in search engines.
Tell us about your technical catalogue
With your catalogue and your technical documentation we can tell you where to start.
Whoever already knows what they're looking for deserves to find you.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project