Home, furniture & garden

Specifiers search in units. Not in collection names.

Spec-drivenTrade buyersCompatibility

Jump to the prompt The B2B & wholesale playbook

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The discovery brief

Where they look

A specification search from a trade buyer or a specifier

What they ask

"IP65 dimmable LED downlight 3000K 90 CRI"

Why you are missing

Your listing names a collection and shows a lifestyle photo

AI SEO Agent what StoreSEO runs on your behalf

The story

Karim supplies lighting to both retail customers and trade. The two audiences could not search more differently. Retail buyers search rooms and styles; electricians and specifiers search IP ratings, colour temperatures, CRI values and dimming protocols.

His catalog was built for the retail half. Collection names, lifestyle photography, a downloadable datasheet. The specification values that trade buyers search — and that drive the larger, repeating orders — were in a PDF and nowhere else.

Bringing the specification values into the product text, adding custom JSON-LD carrying those properties, and building specification-led collection pages opened a channel that had always existed and had never been indexed.

When SEO decides the sale

Three beats. Everything StoreSEO does on this page is aimed at the gap between the second and the third.

1

The specification

Lighting is searched in units: IP rating, colour temperature, CRI, lumens, beam angle, dimming protocol.
2

The verification

Electricians and specifiers check compatibility against a circuit, a dimmer and a regulation.
3

The order

Trade orders are repeat and high-volume, and they go to whoever published the specification.

What a store like this actually needs

Specification values in text

IP rating, kelvin, CRI, lumens, beam angle and dimming protocol are the literal queries and usually live only in a datasheet.

Two audiences, two vocabularies

Retail searches rooms and styles; trade searches units. The catalog has to serve both without collapsing into either.

Compatibility answers

Dimmer compatibility and regulatory suitability decide trade purchases and generate most pre-sales questions.

The fix

Three StoreSEO capabilities that do most of the work here. Each links to the guide that sets it up.

Custom JSON-LD

Carries the specification properties a lighting catalog needs, which generic product schema does not express.

Read the guide

Collection page optimization

Specification-led category pages such as IP65 dimmable downlights match exactly how trade buyers search.

Read the guide

FAQ schema on the storefront

Publishes dimmer compatibility and regulatory answers as structured data instead of leaving them in support email.

Read the guide

The exact prompt

Connect your store via the StoreSEO MCP server or the AI Toolkit, then paste this into Claude or ChatGPT. It is written for this business, not as a generic template.

Copy & paste

Using StoreSEO, my lighting catalog is written for retail buyers while my trade customers search specifications. Rewrite product descriptions to state IP rating, colour temperature in kelvin, CRI, lumen output, beam angle and dimming protocol as plain text rather than only in the datasheet. Build specification-led collection pages, add FAQ schema covering dimmer compatibility and regulatory suitability, and customize the JSON-LD to carry those properties. Show me which products still lack stated specifications.

What happens: Your assistant makes the datasheet searchable and gives trade buyers specification-led pages to land on, without disturbing the retail-facing side of the catalog.

Questions

Can one catalog serve both retail and trade searches?

Yes, and it should. Keep the room and style language for retail buyers in the description, and add the specification values as text plus structured data for trade. They target different queries and do not compete with each other on the same page.

Is a downloadable datasheet enough?

No. A PDF is a poor ranking surface and rarely matches a specification query reliably. Repeat the key values — IP rating, kelvin, CRI, lumens, dimming protocol — in the product description and JSON-LD, and keep the datasheet for detail.

Keep reading

The playbook behind this

B2B & wholesale

Gated catalogs, specification searches and a six-week research phase that happens entirely before login.

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