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If you sell through GOb2b, you already know how much goes into running a B2B store properly. Pricing, stock, orders, customer accounts, there’s a lot to manage before you even think about visibility.

What gets left behind, more often than not, is whether anyone can actually find that store in the first place.

That’s the gap EKM SEO is built to close. And there’s a reason we’re backing it rather than just pointing you towards another agency: EKM, the company behind it, sits within the ClearCourse group, the same group as GOb2b. It’s not a random third party we’ve been paid to mention. It’s a business built alongside ours, with a genuine understanding of what running an ecommerce platform actually involves, and it develops based on real feedback from stores like yours.

Why B2B stores need SEO more than most people think

There’s a common assumption that SEO matters more for retail brands than for trade and wholesale businesses. In practice, it’s the other way round.

Retail customers browse. B2B buyers search. A procurement manager looking for a supplier types a product name, a part number, a spec, or an industry term into Google, and picks from whoever shows up. There’s no browsing a homepage, no scrolling a feed, no discovery through social media. If your store isn’t visible for that exact search, you’re simply not part of the decision.

That matters more for GOb2b businesses specifically, because average order values in B2B trade tend to be considerably higher than typical retail transactions. A missed retail sale might cost you £30. A missed trade order might cost you several hundred, or a new account that reorders for years. The stakes on visibility are higher, even if the volume of searches is lower.

And large product catalogues, the kind most GOb2b businesses run, create their own SEO problems. Thin product descriptions. Duplicate content across similar variants. Category structures that make sense internally but confuse search engines. None of this is anyone’s fault exactly, it’s just what happens when a big catalogue grows faster than the SEO work keeping pace with it.

What normally goes wrong with SEO

A lot of businesses have already tried to fix this, and been let down. Usually for a few consistent reasons:

• An agency is hired, delivers a monthly report full of numbers, and nobody in the business really knows what’s actually being done behind it
• The advice given is generic, built for any ecommerce site rather than a B2B catalogue with account pricing and trade-specific buying behaviour
• A long contract locks the business in before there’s any real evidence it’s working
• When rankings don’t improve, nobody takes ownership of why
• Issues on the site never get properly fixed, because nobody’s actually looking at them

What EKM SEO does differently

EKM SEO is built to remove all of that friction. In practical terms, here’s what it actually does:

• Surfaces what’s quietly affecting your rankings, and handles updates like keyword placement, without you needing an in-house specialist to go looking for them.
• Helps make sure your product data is structured well, so search engines, and increasingly AI tools like ChatGPT, can find, understand and recommend your products.
• Builds a prioritised SEO plan, run by SEB, an AI assistant that learns your business and gets to work on what matters most first, rather than treating every page the same.
• Optimises content across your whole catalogue, not just a handful of hero pages, which matters far more for large B2B ranges than for a small retail store.
• Reports back in plain English, so you always know what’s happening and why, without needing to translate an agency’s jargon yourself.

No in-house SEO specialist required. No long tie-in before you see whether it’s working.

What it’s actually like to use: Gazegill Organics

Gazegill Organics is an independent retailer that started using EKM SEO earlier this year. Like a lot of businesses, they knew SEO mattered, but found it hard to keep on top of consistently alongside the day-to-day demands of running the business.

Early feedback has been positive. The team described the tool as “easy to navigate and offered quick insights,” and found it straightforward to get going without a steep learning curve.

So far, Gazegill has mainly used EKM SEO for automated on-page improvements, particularly meta tagging for selected keywords, with changes applied automatically within the rules they’ve set. It’s still early days for measurable results like traffic or sales, but one benefit has already stood out clearly: time saved. Instead of manually managing SEO tasks, much of the routine work now happens in the background, within whatever parameters they’ve chosen, while they stay fully in control of what actually gets published.

When asked if they’d recommend it, the answer was straightforward: it gives quick, actionable insights and automation that takes a lot of the manual burden out of SEO.

It’s a small example so far, but it points at exactly the kind of outcome most businesses actually want from SEO: less manual effort, clearer visibility into what’s happening, and a tool that keeps working quietly in the background rather than demanding constant attention.

What this could look like for a GOb2b business

Picture a wholesaler running several thousand SKUs across multiple categories, synced from Sage or Pegasus. Product descriptions were written once, years ago, by whoever had time, and haven’t been touched since. Some pages load slowly because images were never optimised. Nobody’s entirely sure which categories are actually ranking, and which have quietly dropped off the first page of Google.

That’s not a hypothetical; it’s close to the default state for most established B2B catalogues. EKM SEO‘s job is to work through exactly that kind of backlog systematically: fixing the technical debt, tidying up content at scale, and making sure new products get the same treatment as old ones, all without anyone needing to manage it page by page.

Getting started

If you’d like to see how EKM SEO could work for your business, you can explore it in more detail or get started in a few clicks. GOb2b customers get 15% off the first three months, for a limited time.

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