Industries
An engineer sourcing a supplier searches by material, process, tolerance and certification, almost never by your company name. We build the product, capability and application pages that put you in front of those searches, and turn them into RFQs your sales team actually wants to quote.
The Fractional SEO is trusted by B2B and service-based companies that want senior strategy, hands-on execution and a clearer direction for growth, without the cost or the complexity of a full agency.
What we do
One person owns the whole picture end to end: the technical foundation, how your products and capabilities are structured, the content engineers will actually read, the authority behind it, and tracking that ties a first search to a quoted RFQ instead of a session count.
You get a senior strategist in the seat, not an account manager passing notes to a junior. That matters here because the big calls (which capabilities to build out, which applications to chase) are commercial decisions, not tasks.
Manufacturing sites carry heavier technical debt than most: catalog systems spawning thousands of URLs, the real detail locked in PDFs, filters Google cannot crawl. We clear what blocks indexing first, because a page nobody can read cannot rank.
Engineers are starting to ask an assistant which process or material suits a part before they open a search engine. Being cited in those answers rewards precise, well-structured specification content far more than it rewards publishing volume.
For a manufacturer this means product, capability and application pages, plus a page per facility. Most sites collapse twenty processes into one Capabilities list, which leaves every material, tolerance and application search with nothing specific to land on.
Content with teeth, written for people who read drawings. Here that means design-for-manufacturability guidance, material selection tradeoffs, tolerance and finish explainers: the questions an engineer works through before any supplier list exists.
Manufacturers sell nationally but get sourced regionally, because freight cost, lead time and site visits still favor a nearby supplier. Each plant needs its own profile and page, which also shapes what a machinist sees when you are hiring.
Links are how Google separates two contract manufacturers whose capability lists read identically. We go after the ones a real plant can earn (trade associations, standards bodies, industry press, customer and partner pages), not bought placements.
A manufacturing sale can run a year, so last-click reporting credits the branded search at the end and hides the specification page that started everything. We build tracking that follows a first touch through to a quoted RFQ.
Generic SEO agencies struggle with manufacturing because the buyer is not a consumer. A design engineer shortlists suppliers by material, process, tolerance and certification; a purchasing manager validates that shortlist months later; the RFQ that finally lands carries no visible trace of the search that started it. Agencies used to counting sessions respond by publishing blog posts and calling it progress. We work as your senior SEO instead, owning strategy and execution across technical SEO, product and capability pages, content, authority, AI search visibility and lead tracking, measured in qualified RFQs rather than traffic.
79%More ranking keywords, Jan 2025 to Feb 2026
79% more ranking keywords for an industrial equipment manufacturer
+216%Organic sessions, 2025 vs 2024
Tripling organic visibility for a global industrial technology company
How this compares
Manufacturers usually solve this one of three ways. Here is what each costs in seniority, in time before anything moves, and in how much of the work reaches your site.
Fractional SEO
Straight to Results →
Agency SEO
The Long Way Around →
Straight to Results →
You work directly with a senior SEO who knows your business.
No templates. Just what moves the needle for you.
No black boxes. Just clarity.
The Long Way Around →
You rarely work with experienced SEOs.
Cookie-cutter strategies for everyone.
You start over again and again.
| Fractional SEO | A traditional agency |
|---|---|
| Who does the work | |
| Fractional SEO: One senior SEO with over a decade of enterprise experience, who plans the work and then does it. Technical, catalog, content and tracking held in one head, working directly with your engineers so the specs are right. | A traditional agency: Usually a junior, writing around specs they cannot verify. |
| Who you talk to | |
| Fractional SEO: The same person every time, on a call every two weeks. | A traditional agency: An account manager who carries your questions to the team and the answers back. |
| What it costs | |
| Fractional SEO: From $2,500 a month, scoped to the work actually in front of you. | A traditional agency: A fixed retainer, billed whether or not the month earned it. |
| How long you are tied in | |
| Fractional SEO: Six months to start, then month to month, with 30 days' notice. | A traditional agency: Commonly a twelve-month agreement, up for renewal before you have had time to judge it. |
| What the first 90 days produce | |
| Fractional SEO: A full SEO and AI-search audit, the quick wins already implemented, and a six-month plan you can see. | A traditional agency: Discovery, a strategy deck, and work starting somewhere in month two. |
| How success is measured | |
| Fractional SEO: Qualified RFQs and quoted opportunities, tied back to the pages that produced them. | A traditional agency: Sessions, impressions and keyword positions. |
| What you own | |
| Fractional SEO: The strategy, the accounts and the documentation, all in your name from day one. | A traditional agency: Often held by the agency, and hardest to get back at the moment you want to leave. |
An agency is the better call when you need paid media, creative and SEO run as one programme, or when the volume of execution is past what one senior person can cover. We will say so on the call rather than take the retainer.
One partner. One strategy. One clear path to growth.
Senior expertise and genuine strategic leadership, without the overhead, the red tape, or execution that loses its detail somewhere between the strategy deck and your product pages.
Industry challenges
Manufacturing does not behave like a local services business. Buyers search by material, process, tolerance, application and certification, then take months and a committee to arrive at an RFQ.
The challenge
An engineer sourcing a part types "deep drawn 304 stainless enclosure" or "0.0005 tolerance ID grinding," not "contract manufacturer." Most manufacturing sites are organized around internal department names, so a single Capabilities page lists twenty processes as bullet points and ranks for none of them. The searches carrying real buying intent never find a page that answers them.
How we solve it
We map the material, process, tolerance and application language your buyers actually use against the work your plant can quote profitably, then build a page for each combination worth winning. Every one of them carries the specifications, tolerances and equipment detail an engineer needs before deciding to send you a print.
The challenge
Distributors, manufacturer's reps and industrial marketplaces republish your product descriptions and spec tables word for word, usually on domains with far more authority than yours. Google sees the same paragraph in fifteen places and keeps the copy it trusts most, which is rarely the plant that made the part. You end up paying a margin on a lead your own words earned.
How we solve it
We build the manufacturer-side content a channel partner cannot lift (engineering rationale, application context, testing, documentation, revision history) and give distributors material designed to link back rather than compete. Where a marketplace listing genuinely is the strongest result, we treat it as a placement to optimize instead of pretending it isn't there.
The challenge
Spec sheets, drawings, material certs and CAD files are the most useful things a manufacturer publishes and usually the least visible. The detail lives in an untitled PDF, a CAD portal behind a login, or a form gate that stops the crawler and the buyer equally. What is left on the HTML page often amounts to "contact us for specifications."
How we solve it
We move the specification content itself onto crawlable pages (tables, tolerances, materials, standards, finishes) and keep the PDF or CAD file as the download rather than the only copy. Gating moves to the point where a serious buyer will trade contact details, which is normally the drawing, not the data sheet.
The challenge
One configurable part in four hundred sizes becomes four hundred near-identical URLs, and filters for material, thread and finish multiply them again. Google crawls the variations, finds little to distinguish them, indexes a thin sample, and visits the category pages you actually wanted to rank every few weeks. Search Console fills up with "Discovered - currently not indexed."
How we solve it
We decide which level of the catalog deserves to rank (normally the family or category page rather than every SKU) and consolidate the rest through canonicals, filter rules and parameter handling. The pages that survive get the comparison tables, sizing guidance and selection help a buyer needs to narrow a list.
You get someone who will tell you that documenting three capability lines properly is worth more this quarter than a blog program, and show you the revenue math behind that call.
We work directly with your engineers, quality team and outside sales, because the tolerances, applications and hard-won process knowledge that make these pages rank live in their heads and nowhere on your website.
Success is measured in qualified RFQs and quoted opportunities tracked into your CRM, not in impressions from searches nobody in your market was ever going to place.
Andrew was amazing to work with from the first time we meet. He was very efficient in updating our existing website to create more activity from our website. I highly recommend Andrew to anyone looking to improve their SEO for better results.
FAQ
Yes, B2B and industrial work is a meaningful part of what we do. The mechanics carry across manufacturers fairly consistently: buyers searching by specification rather than category, catalog systems that need real crawl discipline, and a sales cycle long enough that attribution has to be built deliberately. What differs between companies is which processes carry the margin and which applications are worth chasing, and that is the first thing we work out together.
The difference is who does the work. At most agencies the senior person in your sales call sets direction, then hands execution to a junior team with an account manager in between, which is where technical accuracy usually goes missing on an industrial site. Fractional means the senior person is the one in the account, planning it and doing it. You also buy the hours you need rather than a fixed retainer, and you keep the strategy, the accounts and the documentation.
Indexing and catalog fixes often show movement within weeks, because a large share of manufacturing sites have pages Google simply was not reaching. New capability and application pages typically take three to six months to settle into position. The harder number is revenue: with a sales cycle that runs six to eighteen months, the RFQ from a page published in March may be quoted in December. We build first-touch tracking early so that lag is visible rather than argued about.
Yes, and it is usually the largest single opportunity on a manufacturing site. The common pattern is one Capabilities page carrying twenty processes and one Products page carrying a catalog dump, so nothing ranks for anything specific. We map processes, materials, tolerances and end-use applications against real search demand, then build out the ones your plant can quote at a healthy margin. Fewer genuinely distinct pages beat a templated stack, and each one gets the detail an engineer needs.
Yes. Being cited in AI answers rewards slightly different things than ranking does: precise answers to specific engineering questions, consistent information about what you make and to what standards, and structured data that makes specifications easy to quote. We track where you currently appear for the questions that matter in your category, then build the content and markup to widen that. It is early, and we will tell you plainly where the evidence is still thin rather than overclaim.
Qualified RFQs and quoted opportunities attributed back to organic search, not sessions or keyword counts. That means form and file-download attribution, call tracking, and a handoff into your CRM so an organic first touch can be followed through to a quote and a purchase order. Reporting is monthly, leads with what changed in the pipeline rather than a rank tracker, and separates the specification pages that start deals from the branded searches that merely finish them.
It can, and qualification is mostly a page-design problem rather than a traffic problem. RFQs go bad when a page attracts the wrong searches or asks for too little: no material, no quantity, no tolerance, no timeline. We target the specification and application searches your plant is genuinely set up to win, state your capability envelope openly on the page, and shape the RFQ form to collect what a quoting engineer needs. Fewer submissions, more of them quotable.
