SEO and GEO

SEO for E-Commerce: From Search Results to Generative Answers

The Day We Realized We Didn't Exist

A few years ago, I was helping a food packaging supplier based in Richmond. They specialized in compostable takeout containers and bulk packaging for restaurants across Vancouver and Surrey. Their pricing was competitive. Their products met city compost regulations. Delivery was reliable.

But when we searched "compostable takeout containers Vancouver," they were nowhere to be found. Not on page one. Not on page two. Not even close.

What made it worse was this: a distributor from another province was ranking higher for Vancouver searches than the local supplier actually serving those restaurants daily.

That moment reframed everything. SEO wasn't optional. It was visibility infrastructure.

On-Page SEO: Speaking the Language of Buyers

We began with the basics — not flashy tactics, just clarity.

Instead of generic product pages titled "Eco Container Model 102," we rewrote them to reflect real search behavior: "Compostable Clamshell Takeout Containers – Bulk Supplier in Vancouver."

Meta titles were rewritten with intent. Descriptions focused on compliance with BC compost regulations. Category pages were structured around use cases — sushi restaurants, meal prep services, café takeout.

The transformation wasn't about stuffing keywords. It was about aligning product language with how restaurant owners actually search.

Soon, impressions began to rise. Slowly at first. Then steadily.

Technical SEO: The Foundation No One Sees

As traffic increased, we discovered another issue — page load speed. Bulk product pages with large images were slowing performance. Mobile responsiveness wasn't consistent across filters.

We optimized images. Cleaned up scripts. Improved site structure. Added schema markup for products and reviews. Ensured indexing was clean through Google Search Console.

Technical SEO doesn't produce immediate applause. But without it, ranking gains eventually plateau.

It's like warehouse logistics. If operations aren't smooth, growth bottlenecks.

Backlink Building: Earning Authority, Not Buying It

The food packaging space is competitive, especially in environmentally conscious markets like Greater Vancouver. Ranking wasn't just about on-site optimization; it required authority.

Instead of chasing random backlinks, we focused on relevance.

We reached out to:

• Local restaurant associations.
• Sustainability blogs.
• Food industry directories in BC.
• City resource pages discussing compost compliance.

We offered useful content — guides on meeting Vancouver's waste bylaws, downloadable checklists for new restaurant openings.

Some links came naturally. Others required outreach. But every backlink reinforced something more than ranking — credibility.

Search engines began recognizing the brand not just as a seller, but as a resource.

Off-Page SEO: Reputation Beyond the Website

Beyond backlinks, we strengthened local signals. Google Business Profile was optimized. Customer reviews were actively encouraged and responded to. Citations across directories were cleaned and standardized.

Consistency across platforms builds trust in algorithms the same way it builds trust with customers.

When a restaurant owner in Burnaby searches for a local supplier, proximity and reliability matter. Off-page signals amplify that trust.

When Search Began to Change

Just as rankings improved, something new began reshaping search behavior — generative search.

Instead of ten blue links, users started seeing summarized answers generated by AI systems. Queries like "best compostable takeout packaging supplier near Vancouver" began producing curated responses instead of simple listings.

This is where Generative Engine Optimization (GEO) enters the conversation.

GEO: Being Referenced, Not Just Ranked

Generative engines don't simply rank websites; they synthesize content. That means structure, clarity, and authority become even more important.

To adapt, we began:

• Writing clear, authoritative FAQ sections.
• Publishing in-depth educational content.
• Structuring information in scannable formats.
• Ensuring brand mentions existed across credible sources.

If traditional SEO is about appearing on page one, GEO is about becoming a trusted source that generative systems reference when forming answers.

In a sense, it demands higher quality. Vague marketing copy no longer suffices. Content must be genuinely useful and verifiable.

The Compounding Effect

Over time, the food packaging supplier began appearing consistently for regional search queries. Organic traffic stabilized. Paid ad dependency decreased slightly. More importantly, inbound inquiries felt warmer — customers had already researched compost regulations and arrived informed.

SEO doesn't deliver overnight spikes. It builds durable presence.

And in industries like food packaging, where margins matter and competition is steady, durable presence lowers acquisition cost over time.

What I Learned

SEO for e-commerce isn't about gaming algorithms. It's about aligning technical precision, content clarity, and industry authority.

For that Richmond-based supplier, SEO wasn't just traffic growth. It was reclaiming local relevance. It was ensuring that when Vancouver restaurants searched for sustainable packaging solutions, the actual local provider appeared — not an out-of-province distributor.

Now, as generative engines reshape discovery, the principle remains the same:

Visibility belongs to brands that structure information clearly, earn trust consistently, and invest in long-term discoverability rather than short-term bursts.

SEO evolves.

But the foundation remains — be findable, be credible, and be useful enough to be referenced.

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