Solutions Prox-Secur · Safety and security equipment supplier · SEO — organic search · 2026
How a safety equipment supplier grew organic clicks nine-fold
A nine-fold increase in organic clicks and a footprint nearly five times wider, built on what the equipment is for rather than what it is called.
5,195
organic clicks
from 565, twelve matched months
The results, up top — every number is in the strip below
5,195
organic clicks
from 565, matched twelve months
+386%
impressions
69,945 → 339,800
9×
organic click growth
matched month-for-month
12
matched months
no seasonal cherry-picking
01 — The challenge
A B2B equipment brand almost invisible in organic search.
Solutions Prox-Secur supplies safety and security equipment in Quebec and is part of the Groupe Canado-Nacan family of brands. Its buyers are businesses and institutions specifying equipment, not consumers browsing.
At 565 organic clicks across a full year, the site was effectively absent from search. Product knowledge lived in catalogues and in sales conversations, and almost none of it existed as content a buyer could find while researching a specification.
“My customers are specifying equipment against a standard, sometimes a regulation. If the only place that expertise exists is in my rep's head, I am invisible to anyone who has not already called us.”
So the specification knowledge was moved onto the site, where it could be found.
02 — Our approach
Product and specification content built for the researching buyer.
Coverage was built around what the equipment is for and which requirement it satisfies, rather than around catalogue structure. A buyer searching a standard is much closer to a purchase than one searching a brand name.
The result was a nine-fold increase in organic clicks and a footprint nearly five times wider by impressions.
Buyers searching a standard rather than a brand name are much closer to a purchase, and that is now the demand this catalogue is built to meet.
03 — What we did
Specification-led content, product depth, requirement-first coverage.
Nine-fold organic growth from requirement-led coverage.
Specification-led content
Wrote for the requirement, not the catalogue
Buyers search the standard or the use case. Coverage was built to match that, which is what took impressions from 69,945 to 339,800.
Product depth
Turned catalogue entries into findable pages
Knowledge that lived only in sales conversations was published, giving the site something to rank with beyond brand terms.
Nine-fold click growth
565 → 5,195 across twelve matched months
Matched month-for-month against the prior year, so seasonality cannot flatter the comparison.
Requirement-led coverage
Built on the standard, not the catalogue
A buyer searching the requirement their site has to satisfy is far closer to purchase than one searching a brand name, and that is the demand this coverage was built to meet.
04 — The results
Twelve matched months: organic clicks up nine-fold to 5,195.
Content highlights
The stack we ran it on
Google Search Console
Search
GA4
Analytics
Ahrefs
SEO
Semrush
SEO
Screaming Frog
Technical SEO
YourText.Guru
Content
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)
