Two B2B companies on Umbraco: publishing and technical operations

Umbraco is a capable CMS that few SEO consultants know well. These two engagements show the day-to-day work of keeping B2B sites useful, published correctly, and technically sound inside a client's own workflow.

Site furnishings manufacturer

A maker of community mailboxes, signage, and related site furnishings, with work organized in Basecamp and sign-off from marketing and management.

• 54 landing pages built and published for geographic targeting, now being tracked for indexing.
• A strategy shift from "near me" phrasing to explicit city-and-state pages for specific markets.
• A push on keywords stuck in mid-range positions, where small improvements move a page onto the first page.
• Steady publishing: seasonal buying guides, replacement budgeting, product comparisons, and articles from the client's own specialists, each with titles, descriptions, formatting, images, internal links, and structured data.

Industrial sales intelligence company

A B2B data company working with a backend developer.

• A home page overhaul around the company's two core offerings, with copy approved by the owner.
• Custom JSON-LD and Open Graph metadata, and internal links fixed.
• A cache problem found: social metadata saved correctly in Umbraco but never appeared on the live page. The CMS said one thing; the live HTML said another, which pointed to cache purging.
• A template problem found: fixed-height CSS clipping content blocks, handed to the developer with the evidence.
• A false alarm caught: a sharp drop in third-party AI visibility metrics turned out to be the vendor's methodology change, not a real decline.

The common thread

Doing the work inside the client's CMS and process, checking the live page source rather than trusting the editor, and knowing which fixes belong to the developer. See ongoing support.

Status

Both ongoing.

Updated October 5, 2026