Dun & Bradstreet Organic Growth Opportunities

This play creates programmatic industry intelligence pages that combine business classification definitions with D&B's proprietary risk and payment benchmarks. It targets high-intent users researching industry standards and financial stability metrics.

Example Keywords

• NAICS code for [industry]
• SIC code for [industry]
• payment terms in [industry]
• average days to pay [industry]
• supplier risk in [industry]

Rationale

D&B is the global authority on business classification and risk. By mapping NAICS/SIC codes to actual payment behavior and risk signals, dnb.com can capture top-of-funnel research intent and convert it into product interest for risk and data solutions.

Topical Authority

D&B's existing authority in firmographics and business identity makes it the most credible source for industry-level financial benchmarks and classification data.

Internal Data Sources

Utilize D&B firmographic universe data, aggregated and anonymized payment experiences, and industry-specific risk model factor explanations.

Estimated Number of Pages

25,000 - 150,000 (Covering thousands of NAICS/SIC codes across multiple countries and risk variants)

This strategy develops a comprehensive library of compliance-ready pages detailing business verification requirements by jurisdiction and entity type. It targets compliance officers and procurement teams looking for operational onboarding guidance.

Example Keywords

• KYB requirements in [country]
• required business verification documents for [entity type]
• how to verify beneficial ownership in [jurisdiction]
• supplier onboarding checklist for [industry]

Rationale

Compliance and supplier onboarding are core D&B use cases. Providing localized, actionable checklists for business verification allows D&B to capture high-intent traffic from professionals building compliance workflows.

Topical Authority

D&B is a trusted leader in business identity and risk decisioning, making it a natural authority for jurisdictional compliance and verification standards.

Internal Data Sources

Leverage internal compliance playbooks, jurisdictional entity attribute requirements, and D&B match/identity resolution guidance.

Estimated Number of Pages

5,000 - 40,000 (Covering 200+ jurisdictions across various entity types and industry use-cases)

This play generates comparison pages that resolve common identity confusion between similar business names or legal entities. It targets users performing due diligence or data cleaning who need to distinguish between near-duplicate entities.

Example Keywords

• is [Company A] the same as [Company B]
• [Company] vs [Company]
• [Company] dba [Company]
• legal entity name vs trade name

Rationale

Identity resolution is D&B's core competency. By addressing common search queries regarding entity ambiguity, dnb.com can demonstrate its superior matching capabilities and drive interest in its Master Data Management (MDM) solutions.

Topical Authority

D&B's D-U-N-S Number system is the global standard for business identification, providing the ultimate authority for resolving corporate identity confusion.

Internal Data Sources

Use D&B entity resolution features, name normalization rules, address standardization data, and corporate linkage indicators.

Estimated Number of Pages

300,000 - 3,000,000 (Based on high-confusion entity pairs and common DBA/legal name variants)

This strategy creates static peer-set pages for sales prospecting and competitive research, identifying similar companies based on firmographic data. It targets sales and marketing professionals looking for target account lists or market alternatives.

Example Keywords

• companies similar to [Company]
• competitors of [Company] in [Country]
• alternatives to [Company] for [category] suppliers
• companies like [Company]

Rationale

Prospecting and competitive analysis are major drivers for B2B data purchases. Providing pre-built peer sets allows D&B to capture non-brand, high-intent traffic from users looking to expand their target markets.

Topical Authority

D&B's massive database of over 500 million business records allows it to generate more accurate and comprehensive peer sets than any other provider.

Internal Data Sources

Utilize firmographic similarity features, industry taxonomy, revenue/employee size bands, and corporate linkage to ensure accurate peer grouping.

Estimated Number of Pages

500,000 - 5,000,000 (Covering notable global entities across multiple similarity lenses and regions)

This play builds a technical encyclopedia of business registration formats and identifier types across the globe. It targets developers and data engineers who need to validate business data in their own systems.

Example Keywords

• company registration number format [country]
• VAT number format [country]
• business identifier types [country]
• validate company registration number

Rationale

Technical implementers often search for data validation rules. By providing this technical reference content, D&B can attract a developer audience and route them toward its API and data enrichment products.

Topical Authority

D&B's role in global data supply chains makes it a primary authority on how businesses are identified and registered in different international markets.

Internal Data Sources

Access internal identity resolution guidance, country-by-country identifier metadata, and developer documentation field definitions.

Estimated Number of Pages

60,000 - 250,000 (Covering 200+ countries and dozens of identifier types per jurisdiction)

Improvements Summary

Assign one primary intent per core URL across the D‑U‑N‑S® hub, “Get,” and “Lookup” pages, with /duns-number/lookup.html as the canonical lookup destination. Rewrite on-page sections to match intent (definition hub, step-by-step apply, tool-first lookup) and add snippet-ready blocks, FAQs, and structured data to win SERP features.

Improvements Details

Resolve overlap between the two lookup URLs by 301 redirecting /en-us/smb/duns/duns-lookup.html to /duns-number/lookup.html or repositioning it as a guide that links to the tool; keep /en-us/smb/duns/get-a-duns.html as the single apply page and rebuild /en-us/smb/duns.html as the “What is a DUNS Number?” hub with a split CTA to Lookup vs Get. Map keywords to intent: “duns lookup” → /duns-number/lookup.html, “get duns number” and “apply for duns number online” → /get-a-duns.html, and “duns and bradstreet number” / “business duns number” → the hub; add FAQPage across pages and HowTo only on the apply page. Expand copy around the lookup tool (above/below), add requirements checklists and “DUNS number for LLC” section on the apply page, and build 6–10 supporting articles (e.g., DUNS vs EIN, troubleshooting, updates) that internally link with exact-match anchors and breadcrumbs.

Improvements Rationale

The cluster has high-value queries (e.g., “duns lookup,” “get duns number”) but is underperforming on several head and mid-tail terms due to intent confusion and cannibalization across multiple URLs. Clear intent separation plus stronger internal linking concentrates authority on the pages closest to page-1 performance, while snippet-ready definitions, HowTo formatting, and FAQs target Featured Snippets/PAAs that are pushing rankings down. Improving tool-page UX and indexable supporting text also helps satisfy “lookup” SERPs where speed and clarity often decide visibility.