FL Wholesale

FL Wholesale is a B2B wholesale distributor built on Shopify, supplying snacks, candy, drinks, general merchandise, and nicotine pouches to retailers and business buyers. Operating in a multi-category wholesale model — where buyers search with commercial intent and expect to find specific SKUs, brands, and case counts — organic search is a critical discovery channel that the site was not yet taking full advantage of.

The catalog covered hundreds of SKUs across five product categories, but the technical and on-page SEO foundation was thin across the board. Title tags were generic, product descriptions lacked the keyword depth needed to surface for brand- and product-specific queries, and the site had crawlability issues common to Shopify stores with large catalogs — duplicate content from collection filtering, missing structured data, and no strategy for capturing the informational queries that wholesale buyers use before placing orders. The B2B price-gating model added a layer of complexity: content had to drive discovery and trust without exposing pricing to competitors.

As SEO Specialist over a 4-month engagement, I worked across the full SEO stack:

• Technical audit — identified and resolved Shopify-specific crawl issues including duplicate URLs from collection filters, canonicalization gaps, missing alt text across product images, and indexation problems that were preventing large portions of the catalog from ranking
• On-page optimization — rewrote title tags, H1s, and meta descriptions across products and collections in all five categories (Candies, Drinks, General, Snacks, Nicotine Pouches) using a keyword-first approach aligned with how wholesale buyers actually search
• Optimized metadata for products & collections — crafted unique, search-intent-driven descriptions for each SKU incorporating brand name, product type, size/count, and category-level keywords to improve both rankings and click-through from the SERPs
• Schema markup — implemented Product, BreadcrumbList, and Organization structured data to unlock rich results and improve how the site appears in Google Search
• Content strategy — defined a content roadmap targeting branded and category-level queries to build topical authority and attract B2B buyers researching products before committing to bulk orders

A technically sound, keyword-optimized catalog across five product categories — built to capture organic demand from wholesale buyers searching for specific brands, SKUs, and product types. The engagement established the SEO foundation that the site needed to compete in organic search and surface the right products to the right buyers.