Marketplace
Marketplace: 2.4× seller signups from organic content
A B2B marketplace needed supply-side growth. Category hubs and seller education content ranked for high-intent vendor queries competitors ignored.
Baseline · 42K sellers · supply growth stalling
×2.4
seller signups from organic
+89%
non-branded organic traffic
Top 5
on 19 vendor-intent queries
Client · e-commerce
Organic traffic · last 12 months
The challenge
Demand-side SEO existed; supply-side was invisible. Sellers found the platform through outbound, not search.
What we did
- Seller-intent keyword clusters and comparison hubs
- Programmatic category pages with entity markup
- Citation pages optimized for AI marketplace answers
“Supply finally compounds the way demand already did.”
Starting point
The marketplace had strong buyer-side SEO but sellers arrived through sales outreach. Supply growth stalled because vendor-intent queries were owned by competitors and directories.
Execution
We mapped seller-intent clusters — "how to sell on…", category comparisons, fee calculators — and built hubs with entity markup so both Google and AI engines could cite the marketplace as the authoritative answer.
Results after 8 months
- ×2.4 seller signups from organic
- +89% non-branded traffic
- Top 5 on 19 strategic vendor queries
Takeaway
Two-sided marketplaces need two-sided SEO. Once supply content ranks, network effects accelerate without proportional ad spend.
// next step
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