Manufacturing · Industrial equipment
Getting organic search working again for an industrial manufacturer
An industrial dust collector manufacturer came to us after its SEO agency had stopped moving the numbers. We fixed the pages it already had, then built new industry and case study pages around the people who actually sign off on a purchase. In just over a year its ranking keywords grew 79%.
- 79%More ranking keywords, Jan 2025 to Feb 2026
- 228Keywords in Google's top 10
- 1,828Ranking keywords, up from 1,019
- 253%More case study page views, Q1 year on year
The client
Specialist equipment, a considered purchase
A US manufacturer of industrial dust collectors and fume extraction systems. Its equipment is a considered, high-value purchase, specified and approved by several people inside the buying company.
The engagement began in February 2025 and is ongoing. Work runs with the company's marketing lead, on a bi-weekly cadence.
The challenge
An agency that had run out of ideas
The company already had an SEO agency. Results had stopped improving months earlier, and the marketing team felt the agency was recycling old tactics without bringing anything new. Organic search had been its main source of leads. It no longer was.
The brief was simple: grow leads again. That meant ranking for the searches buyers make when they are specifying equipment, not collecting traffic for its own sake.
The approach
Revenue pages first, the blog second
What we deliberately didn't do was chase big traffic wins with blog volume. Every decision was judged by whether it could lead to revenue.
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1
Quick wins on the pages that already existed
We started with the low-hanging fruit: titles, H1s and on-page basics across the existing site. Small changes, fast to ship, on pages that already had some authority.
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2
New pages built around who actually buys
Before writing anything, we worked out who makes the buying decision. That meant interviews with the client's own staff and a review of the previous year's sales. The page plan came out of that: industry pages and case study pages first, written for the people who specify and approve the purchase.
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3
A blog that feeds the pages that sell
Only then did we turn to the blog, clustering posts so each one supports a product or industry page and links into it. The links did a lot of the work: the application pages kept climbing for a year without being edited directly.
The results
79% more ranking keywords in just over a year
Semrush keyword data, January 2025 against February 2026. The site grew from 1,019 ranking keywords to 1,828, with 228 in Google's top 10. The reworked industry pages and the case study section are the next wave, and both have started to rank.
- +79%Ranking keywords1,019 → 1,828, Jan 2025 to Feb 2026
- 228Keywords in the top 10February 2026 (Semrush)
- 165Keywords for application pagesgrown through internal linking alone
- +253%Case study page views1,373 in Q1 2026; active users +348%
The numbers, visualized
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Ranking keywords
Semrush, US database. The engagement began in February 2025.
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Ranking keywords by page group, 2026
Semrush. The industry pages were reworked between November 2025 and January 2026.
Growth without touching the page
The application pages weren't edited directly for a year, yet they now rank for 165 keywords, with gains in the top 3, top 10 and top 20. The growth came from links: supporting content and related solution pages pointing into them, which showed search engines how deep the company's expertise goes.
More proof
More case studies
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Client reviews
What other clients say
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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.
Owner, Silco Plumbing
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