Enterprise Retail-Tech Platform
**The Situation** This platform is a well-known name in Canada's retail technology sector, but its B2B website faced some challenges. Duplicate and low-quality pages were competing for valuable crawl budget and index space, causing issues. Nearly 40% of mobile URLs were falling short on Core Web Vitals. Pages aimed at partners for retail media, digital circulars, and advertising solutions were losing visibility on key queries that support enterprise sales. While the consumer brand was robust, the B2B search visibility was lacking.
**What We Delivered** We conducted a comprehensive technical audit and uncovered substantial index clutter caused by duplicate and orphan URLs that were undermining priority pages. We revamped the crawl path, consolidated signals, and redesigned the internal linking structure to better emphasize key areas related to B2B buying intent, such as retail media, digital circular partnerships, and data-driven advertising. We systematically addressed Core Web Vitals for mobile performance, focusing on improving the LCP, CLS, and INP metrics that negatively impacted user experience. We also implemented structured data for organization, product, and FAQ schemas, and rewrote metadata to align with the terminology partners use when assessing vendors. Each modification was evaluated based on its effect on partner-facing impressions, click-through rates, and ranking shifts for essential enterprise sales terms.