Why corporate websites stay invisible in search
The usual menu reads About Us, Management, News, Contacts, while every service sits on a single page described in general terms. Only people who already know the brand name will find it. A procurement manager in Tashkent searching for industrial refrigeration installation or outsourced accounting for an LLC never reaches you.
The second problem is wording. Copy is written like a press release: a leading provider of innovative solutions. Customers do not talk like that and do not search like that. A search engine matches a query to a page, and if the page lacks the customer's words, it has little reason to show it.
Build pages around demand, not around the company
The core of the work is a separate page for each business line, service or product group. Start with your sales team rather than a keyword tool: what do buyers call your products, what do they ask before signing, which phrases appear in emails and Telegram messages? Then check those phrases against search suggestions and Search Console data.
A strong service page includes:
- the problem it solves, described in the customer's language
- specifications, scope of work, stages and realistic timeframes
- use cases and examples of finished projects
- answers to common questions, including payment and delivery terms
- the contact of a responsible manager instead of a generic form
- links to related services and documents
B2B search: fewer queries, higher value
In B2B, search volume is small and deals take weeks or months. The logic changes: covering many narrow, professional queries beats fighting for one popular phrase. Even if only a few dozen people a month type a given phrase, one of them may be a buyer for a large company.
Add pages by client industry, such as solutions for construction, healthcare, retail or logistics. Publish what usually hides in PDFs and email threads: specifications, certificates, minimum order, delivery regions, how contracts work. A buyer comparing three suppliers will choose the one whose information is easiest to find and verify.
Trust: case studies, experts and documents
Before a large purchase, suppliers get checked, so the site needs proof. Describe projects as task, solution, result. If a client does not allow its name to be used, write the case without it but keep the specifics: industry, scale, what was actually done. Never invent details. Add testimonials, licences, certificates, trade show participation and partnerships.
Articles by your own specialists do two jobs. They bring in people who are still researching a problem, and they show that experienced people stand behind the company. Name the author and their role.
Three languages and the news section
If the site runs in Russian, Uzbek and English, each version should be complete, live at its own URL and linked with hreflang. Avoid literal translation: people phrase queries differently in Uzbek and Russian. The English version for foreign partners needs service pages and contacts, not just a homepage.
News such as holiday greetings brings nothing from search. Rework the section: write about new products, projects and changes in terms of work, and link each item to the relevant service page. Then the news section starts supporting sales.
Approvals and technical basics
The biggest bottleneck in corporate SEO is process. Texts pass through marketing, legal and management, and one edit can take weeks. Agree in advance who approves content, within what time, and who publishes changes. Prepare a product page template so the structure is not renegotiated every time.
Check the technical side too. Heavy banners, animations and large images slow the site down, especially on mobile connections outside the capital. Move key information from PDF catalogues into regular HTML pages.
How to measure results
Track visibility for service-level queries, traffic to demand pages and enquiries broken down by service. In B2B the outcome of each enquiry matters more than the count: how many became negotiations and contracts. Record the source of every enquiry in your CRM so search can be credited even when deals close months later.
If you want help auditing the site structure and planning pages, markdev provides SEO optimisation in Uzbekistan. Tell us about your business, and we can discuss where to start on your site.
FAQ
How is corporate website SEO different from online store SEO?
A corporate site has fewer queries, a longer sales cycle and more decision makers. The focus is on professional queries, case studies, documents and expert content rather than product cards.
Does every service need its own page?
Yes. One page listing all services cannot answer different queries. A dedicated page with a description, stages, examples and a manager contact gives both the search engine and the buyer a clear answer.
What if clients forbid us from naming them in case studies?
Describe the project anonymously: industry, task, what was done and the result. Specifics matter more than a logo, but the details must be true.
How can we prove SEO drives sales if deals take months?
Connect the website to your CRM and log the source of each enquiry. You can then see which search enquiries turned into negotiations and contracts, even months later.
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