Canado-Nacan Équipements · Industrial safety equipment · SEO and local search · 2026
How a B2B safety supplier gained 10.4 average positions
Ten and a half places of average movement in twelve months, on the specification queries where a plant conversation actually starts.
25.8
average position
from 36.2 — a 10.4-place average gain
The results, up top — every number is in the strip below
25.8
average position
from 36.2 — a 10.4-place gain
+9%
all-channel sessions
16,237 → 17,724, GA4 all sources
+9%
profile direction requests
1,431 → 1,558
01 — The challenge
Fifty years of industrial supply, indexed for the wrong searches.
Canado-Nacan Équipements has supplied industrial safety and efficiency equipment since 1976 — guarding, access, energy and safety systems specified per installation for industrial clients.
Its search footprint had grown wide and shallow: a large volume of impressions on queries that were never going to produce a specification enquiry, ranked deep on page four. Volume looked healthy. It was not buying anything.
“We do not sell a product off a shelf, we specify a solution for a plant. Traffic that is not a plant manager is not traffic to me.”
So the footprint was narrowed on purpose, and the ranking followed.
02 — Our approach
Fewer, better-ranked pages against specification intent.
Coverage was consolidated onto the equipment categories and use cases that produce a real specification conversation, and the wide tail of low-intent informational reach was allowed to lapse rather than being defended.
Average position improved from 36.2 to 25.8 — a 10.4-place gain, the largest in this batch — and all-channel GA4 sessions rose 9% from 16,237 to 17,724, with profile direction requests up 9%.
The wide tail of low-intent informational reach was allowed to lapse rather than defended, so ranking effort now concentrates where a real specification conversation can start.
03 — What we did
Consolidation, specification intent, technical depth.
A narrower footprint, ranked far better.
The largest ranking gain in the batch
Average position 36.2 → 25.8
Page four to the bottom of page three, averaged across a full matched year. For B2B specification queries that is where enquiries start becoming possible.
Recreated Search Console performance view
Specification intent over volume
Reach traded for relevance
An impression from someone who will never specify equipment costs attention and returns nothing. That tail was let go deliberately.
Impressions by month
Fifty years of catalogue, made findable
Categories and use cases, not a brochure
Guarding, access, energy and safety systems each answer a different plant problem and each needed to be discoverable on its own terms.
Matched-month comparison
Consolidation by design
Relevance kept, low-intent reach released
Informational reach that would never produce a specification enquiry was allowed to lapse rather than defended, concentrating ranking effort where a plant conversation starts.
Profile actions by month
The stack we ran it on
Google Business Profile
Local SEO
Google Search Console
Search
GA4
Analytics
Ahrefs
SEO
CallRail
Call tracking
Screaming Frog
Technical SEO
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
.webp)
.webp)
