Where they started
Solid product line, but the site treated every pump family as a brochure: a hero photo, three adjectives, a PDF you had to email sales to receive. Engineers don’t search that way. They search a model number, a flow-and-head combination, or a standard: “ATEX rated pump for zone 1”, “API 610 process pump 50 m head”. None of that lived as text on the site, so Google had nothing to match. The one page that did rank was a decade-old parts list nobody had touched, pulling in searches for a discontinued seal kit.
What we did
- Built datasheet-grade spec pages. Every model became an indexable page with flow, head, materials, port sizes, temperature and pressure limits, and the standards it meets. Each answered a real query verbatim, so pages started ranking for their own model numbers and spec combinations within a quarter.
- Wrote selection guides around the decision, not the catalog: “choosing a pump for [duty]”, ATEX zone selection, material compatibility. These caught engineers earlier and funneled them to the right spec page, which is where inquiries came from.
- Earned links from the industry’s own ecosystem: distributor catalogs, a component directory, and process-equipment trade press. 35 links from places engineers already trust, not generic guest posts.
- Made inquiries attributable. Each spec page carried its own RFQ path, so sales could see which model page produced which distributor question.
The curve was slow on purpose. Spec pages compound: each one indexes, earns a few links, then pulls the next model’s searches with it. Traffic tripled over the year, but the point buried in that number is that the inquiries now trace back to specific pages. The business finally knows which pumps its search traffic is asking about.