SEO to boost B2B leads for a Shopify e-commerce site | Paragon Microfibre
Paragon Microfibre is a UK-based e-commerce business that sells premium microfibre products through their Shopify storefront. While they offer their products as single units or small multipacks to everyday consumers, the most lucrative deals come from B2B clients in the automotive detailing and hospitality spaces, who place orders through email, phone, or custom enquiry.
Paragon Microfibre had been handling their own SEO up until November 2024, and as SEO experts with decades of experience in the field, we must admit that they did a genuinely good job of building their brand’s online presence. However, recognising that their in-house team had taken the site as far as they could, Paragon reached out to Convert Digital to further enhance both B2C and B2B lead generation.
A detailed site and industry analysis revealed two main areas of focus: building better product visibility across product terms and developing dedicated B2B sales funnels to capture high-value wholesale leads. While all businesses benefit from the former, at the time, the Paragon site did little to guide and inform potential wholesale leads—an issue that paid off in a big way when rectified.
In niches that aren’t ultra-competitive, such as microfibre, improving organic visibility is more nuanced and requires a deep understanding of product variations, buyer intent, and content built around specific use cases.
for highest-value keywords, nationally and locally
Wholesale sales exceeding
from newly developed B2B sales funnels
Regularly featured in generative
and overviews
positions for dozens of high-value keywords and categories
From our very first site analysis, it was clear that Paragon had built their site on solid SEO fundamentals. From a technical side, they received a near-perfect bill of health, except for one massive oversight that had undoubtedly been hurting their international sales—they had misconfigured their international Shopify pages to always load as if the user were in Croatia, regardless of their language and location settings.
While mistakes like these are easy to correct once identified, you won’t necessarily notice them without professional SEO assistance, and until then, they cause broken hreflang signals, disrupt crawling, lead to poor indexing, and cause a drop in visibility.
Goal #1? Quickly reconfigure Shopify’s international SEO settings to correct hreflang tags, clean up URL structures, add canonical tags, and eliminate crawl waste; all combining to make the site more indexable and visible for international audiences. When working with a skilled developer, configuration errors like these can typically be fixed within a day or two. The other issues take a bit more work and time. For this project, Convert Digital provided a specialist Shopify web developer, as our client wished to spend less time managing his site and more time developing his business.
In addition to updating existing product pages, our in-house content specialist developed new, SEO-optimised landing pages targeting specific long-tail product variations, for example, white microfibre cloth, extra-large microfibre towel, and microfibre hand towels. Other improvements include:
We created several blog posts aimed at building topical authority for highly lucrative and relevant auto detailing terms, as well as other series focusing on specific use cases.
Examples include:
These posts have since helped increase topical relevance, triggering Google AI Overviews, getting featured in Google snippets, and serving as an entry point for B2C and B2B clients.
Working with a trusted Shopify web developer, we made changes that significantly enhanced B2B visibility, both onsite and in Google searches.
The combined effort of improving the product pages, developing new landing pages, and the topical authority boost from the blog series led to massive visibility gains across most of their high-value search terms:
#1 Rankings:
Top 2–4 Positions:
Generic keyword “cloths” — steady at #2.
Blog content like “What is a lint-free cloth?” frequently triggers Google AI Overview, with a direct link to Paragon front and centre before the user.
Paragon Microfibre has seen a significant uptick in the number of wholesale enquiries they receive, as well as the number of deals that go through. In the 4 months since developing a clearer wholesale enquiry funnel, the ‘microfibre cloth’ collection page wholesale button has been clicked 307 times, leading to enquiries worth £1M a year, as well as several smaller £5-£10K orders.
After being approached by a brand—through the newly built channels—for custom-branded microfibre orders, they added this as a service as another revenue stream. Both G4A and our client confirm that our actions have had a dramatic effect on their bottom line.
When done right, SEO offers more than simply better rankings in Google. At Convert Digital, we take pride in building innovative solutions for unique problems, and as this case study demonstrates, clever and tactical content updates, CRO, and other sitewide changes can have significant real business outcomes.
By addressing a configuration oversight, aggressively targeting high-value keywords and topical authority, and enhancing B2B visibility and flow, we helped Paragon Microfibre:
Paragon Microfibre now serves as a shining example of a single site serving both B2C and B2B clients.
SEO is no longer just about rankings. As AI overviews and generative AI search continue to explode, ensuring that your business is featured in this new playing field becomes increasingly important.
We continue our work with Paragon to:
Reach out to Convert Digital for a free, no-obligation consultation on how to ensure your site remains relevant across multi-platform searches.
Founder, Technical & Offsite SEO
Technical SEO & Digital Marketing
Content Strategy & Development
At Convert Digital, our expert Digital Marketing Consultants are ready to dedicate themselves to your project. Our enthusiastic team get started before our first meeting – undertaking initial analysis of your current SEO prior to our first call. This helps identify immediately if there are any major threats that your online store is facing and allows our consultants to gauge your current level of SEO visibility.
After our initial research, we can arrange a video call to discuss your needs. If you prefer to speak with us today, you can just call instead!
Simply fill in your details below, call 07907 674084 or email info@convertdigital.co.uk to arrange your free SEO review.
