On the 30th of May, I had the pleasure to give a talk at Andalu-SEO, one of Spain’s most advanced SEO conferences (if not the most right now).
My session, “SEO in Multilevel Ecosystems,” was delivered in Spanish to a room of senior practitioners.
About the talk: SEO in Multilevel Ecosystems
When a manufacturer and its distributors all target the same search intent, someone loses – and it’s usually everyone. This session tackled the structural SEO problem that almost no one talks about: what happens when you’re optimizing a system of sites, not a single one.
Key ideas covered:
What a multilevel ecosystem is – manufacturer + distributor networks where multiple sites share the same catalog, market, and search intent
How fragmented visibility happens – rankings diluted across your own assets, users landing on the wrong site for their intent
Intent Allocation framework – deciding which asset should capture each search intent before you optimize anything, based on conversion capacity, ecosystem advantage, current authority, and external competition
Funnel ownership – TOFU belongs to the manufacturer (demand generation), BOFU belongs to the distributor (conversion). MOFU is shared.
Governance – translating internal rules into external signals: using schema markup (ProductModel, Product+Offer, mpn/gtin connectors) to differentiate roles without creating cannibalization signals
The core argument: when a business doesn’t assign roles, search engines assign visibility on their own.
If you’re organizing an SEO, e-commerce, or digital marketing event and want a session on enterprise SEO, multilevel ecosystems, or channel conflict in search I’d love to hear from you.
