The Objective
The mandate was not simply to “regain traffic.” It was to restore steady, qualified demand while reducing exposure to future algorithm shifts.
Optimum7 was tasked with rebuilding organic visibility across revenue-driving categories and product pages while simultaneously creating a multi-channel acquisition system capable of sustaining performance during recovery.
This required:
- Reestablishing keyword coverage across core product and equipment categories
- Improving crawl efficiency and index consistency across a large wholesale catalog
- Increasing qualified B2B traffic rather than vanity session growth
- Supporting conversion performance across both organic and paid channels
- Stabilizing revenue while rebuilding long-term search equity
The goal was lasting resilience, not a temporary bounce.
Key Business Challenges
1. A Severe Post-Update Visibility Decline
The December spam update triggered a dramatic 65% drop in organic traffic and keyword rankings. Previously stable category pages lost ground, and product pages with repetitive or thin descriptions became less competitive. The effect was immediate: fewer professional buyers discovering inventory and less predictable inbound demand.
2. Gated Wholesale Pricing
MT Pool’s wholesale model requires account registration to view pricing. While standard in B2B distribution, this adds friction during early-stage product research. Competitors displaying pricing openly gained comparison advantages, and some visitors exited before committing to account creation, increasing bounce rates and reducing lead capture.
3. Catalog Scale Without Scalable Optimization
With thousands of SKUs, manual content enhancement was unrealistic. Many product pages suffered from duplicated descriptions, inconsistent metadata, and shallow internal linking. Important categories were buried too deep within the site hierarchy, weakening crawl prioritization and spreading authority too thin.
4. Revenue Could Not Pause During Recovery
Unlike purely informational brands, MT Pool’s organic channel directly influences order volume. Recovery had to occur without sacrificing short-term performance. Paid acquisition was needed to stabilize revenue while organic authority was rebuilt.
The Strategic Challenge
This was not a traditional SEO engagement. It was a structural recovery under constraint.
MT Pool needed to restore credibility with search engines while operating within a gated pricing model and managing a large, technically complex catalog. Content quality signals had to be strengthened, crawl focus reestablished, and category authority rebuilt without relying on short-term tactics that could create new vulnerabilities.
At the same time, revenue flow had to remain intact.
Optimum7’s role was to guide recovery in a way that protected stability while positioning the business for durable growth beyond the algorithm shift.
