B2B Paint Manufacturer SEO Case Study

Challenge

This family-owned specialty paint manufacturer had a problem. They’d been making coatings for 70 years but couldn’t get found online.

The company makes technical products most contractors actually need. Two-component epoxies. Venetian plaster. Anti-graffiti coatings. Fire retardant paints. These aren’t products you find at Home Depot.

Their website kept them invisible. Product pages loaded slowly. Google couldn’t properly index their 300+ specialty coatings. Product variants clogged up search results instead of actual products. The site structure made no sense for how contractors actually searched.

B2B buyers typed “anti-graffiti coating specifications” into Google. They found competitors. The company lost high-value commercial projects because contractors didn’t know they existed.

Their peak season runs May through July when construction activity peaks. They were missing it completely.

Solution

We rebuilt the technical foundation in February 2023. This timing mattered because it positioned them before peak season started.

Speed Improvements: The WooCommerce site crawled. We set up a CDN to handle image delivery. Compressed every product photo. The site now loads fast enough that contractors actually wait for it.

Fixed the Indexing Problem: Google was wasting time crawling junk pages. Product variants, cart pages, search results. We blocked all of it. Now Google only sees the 300+ actual products that matter. This change alone improved crawl efficiency by cutting out hundreds of useless pages.

Added Technical Schema Markup: Standard WooCommerce schema doesn’t work for specialty coatings. B2B buyers need specific details: cure times, coverage rates, VOC compliance, application temperature ranges. We wrote custom structured data for every product type. Search results now show the technical specs contractors actually look for. This got them rich snippets in search results.

Built Landing Pages for Each Product Category: We created dedicated pages for each specialty coating segment:

Wall Textures (interior designers and contractors)

Venetian Plaster and Acrylic Plaster (premium finishes)

Architectural Finishes and Faux Finishes (commercial properties)

Metallic Wall and Furniture Paint (boutique market)

Anti-Graffiti Coatings (municipal buyers)

Fire Retardant Coatings (institutional requirements)

Liquid Rubber (waterproofing contractors)

Metal Paints (industrial maintenance)

Each page targets how buyers actually search. Not “paint products” but “fire retardant coating for steel structures.”

Rewrote Product Descriptions: The old product pages read like spec sheets. We rewrote them for how contractors think. What substrate? What environment? What performance requirements?

Category pages got the same treatment. They now guide buyers through product selection based on actual job requirements.

Built High-Authority Backlinks: We ran a monthly link building campaign targeting relevant industry sites. These weren’t blog comment spam. We placed in-content links on high-authority websites in construction, architecture, and commercial property management.

Each link came from sites contractors and specifiers actually read. The built trust for the search engines and pushed up rankings for competitive commercial coating terms.

Improved Search Appearances: We rewrote meta descriptions to stand out in search results. Product appearances in Google improved 45% in six months. That means more contractors clicked through instead of picking a competitor.

Survived Algorithm Updates: Google rolled out multiple core updates throughout 2023-2024. Rankings bounced around short-term. The overall growth trajectory stayed solid because we built on quality fundamentals, not tricks.