Two Audiences, One Website

The Proposed Plan

Separate the intent, then serve it. A product search, an informational search and a trade search want three different pages.

• Month one — technical foundation — URL structure, robots.txt, XML sitemaps, canonical tags, broken links, redirects and indexing status. Navigation between the main site and the shopping subdomain reviewed so each property has a clear purpose
• Three keyword groups — product searches on varieties and characteristics; informational searches on cooking and choosing rice; trade searches on supply and export, where these match the confirmed offering. Themes such as sella basmati uses, basmati for biryani and bulk basmati supplier are starting points requiring validation
• Month two — product and brand content — titles, meta descriptions, headings, alt text, internal links and structured data. Product pages carrying approved specifics: rice type, pack sizes, cooking applications. Claims about certifications, sourcing or export capability require confirmation before publication
• Educational content as a route to product — understanding basmati varieties, raw versus sella, cooking and storage, and what a trade buyer should ask before ordering — each linking to the relevant product or enquiry page
• Month three — authority and journeys — suitable industry listings, relevant brand mentions and credible food or trade references, with consumer content routed to the store and trade pages routed to enquiry

How Success Would Be Measured

Resolution of audited issues and priority-page indexing; impressions and clicks by product and topic; non-branded queries and organic landing pages; tracked trade submissions confirmed by the business; clicks from the main site to the online store. An outbound store click is reported separately from a completed purchase — cross-property sales attribution requires validated tracking, and seasonal demand is accounted for before anything is attributed to SEO.