B2B Restaurant Tech Platform: 1,200-Keyword Universe and BOFU Engine

The Challenge

An enterprise B2B restaurant-tech platform had a sprawling keyword universe and no structure connecting it to revenue. Terms were tracked in spreadsheets and strategy lived in a Notion doc, but nothing was shipped — there was no map from a search query to the page that should own it, and no prioritization by where a buyer sat in the funnel.

The Strategy

We clustered the platform's entire ~1,200-keyword universe by funnel stage — top, middle, and bottom — so investment could follow intent instead of volume. From those clusters we designed a hub-and-spoke architecture: pillar hubs for each core topic, supporting spokes for the long tail, and a deliberate internal-linking model so authority compounded toward the pages that convert.

What We Shipped

• Funnel-staged keyword universe — 1,200 terms clustered by intent, each mapped to the page that should own it.
• Hub-and-spoke architecture — pillar hubs and supporting spokes shipped in weeks, not left as a plan.
• BOFU engine — bottom-of-funnel pages built to turn high-intent queries into trials and demos.
• Internal-linking model — authority routed toward the money pages instead of spread flat across the site.

How We Measured

Progress was tracked against coverage of the funnel-staged universe and movement on bottom-of-funnel terms — the queries tied to demos and pipeline — rather than raw traffic to top-of-funnel content.