Be the supplier they find first.
find first
Engineers and buyers shortlist suppliers long before anyone picks up a phone. We build the search visibility that puts your capabilities, tolerances and materials in front of them — capability pages, technical content and clean site architecture — working alongside our technical SEO and AI search teams.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind search visibility that produces RFQs.
that produces RFQs
Keyword and capability research grounded in how buyers actually specify parts, technical content that survives engineering scrutiny, a site structure search engines can crawl, and measurement tied to quote requests rather than sessions.
Buyer and keyword research
Capability and technical content
Technical SEO and site architecture
Measurement, AI search and reporting
Rank for how parts are specified, not how you name them.
Industrial search vocabulary is unforgiving. A buyer types an alloy, a tolerance, a process and a standard — not your product family name. That gap is where most manufacturing websites quietly lose the shortlist, even though 84% of manufacturing professionals use search engines to find equipment, components and services.
We map demand across process, material, capability, standard and application terms, then separate what a design engineer searches from what a procurement manager searches. The output is a page-level plan showing which page owns which query, and which queries are worth building for at all.
- Keyword research across process, material, tolerance and application language
- Separate mapping for engineering research and procurement intent
- Competitor and distributor analysis on the terms that matter
- One primary query per page, no cannibalisation
84%
of manufacturing professionals use search engines to find equipment and components
64.2%
share of industrial manufacturer web traffic that comes from organic search
Pages an engineer will actually trust.
A capability page with three sentences and a stock photo will not survive technical evaluation. Buyers want ranges, tolerances, materials, certifications, lead times and evidence of similar work — and technical buyers spend 62% of the buying process online before they engage with a salesperson.
We write capability pages, application guides and comparison content with your engineers rather than around them, so the specifics are right. It pays twice: organic search converts at 2.6% for B2B against 1.5% for paid and 0.7% for trade shows, because the visitor arrived already looking for what you make.
- Capability pages carrying real ranges, materials and certifications
- Application and industry pages for the sectors you serve
- Technical guides and comparisons written with your engineers
- Quote paths on every page, not just the contact form
62%
of the technical buying process happens online before sales is contacted
2.6%
average B2B conversion rate from organic search, against 1.5% from paid
Make a large catalogue crawlable and fast.
Manufacturing websites break in predictable ways: a product catalogue behind faceted filters, PDF spec sheets nothing links to, duplicate part pages, and a slow server hosting large CAD assets. Search engines index the brochure and miss the catalogue.
We run a full technical audit, then fix crawl paths, internal linking, structured data and page speed so the depth of your site becomes an asset. It matters because 73% of industrial buyers study a supplier's website before submitting an RFI — the site is the qualification round.
- Crawl, index and log analysis across the full catalogue
- Faceted navigation and duplicate part pages resolved
- Product and organisation structured data implemented
- Core Web Vitals work on templates, not just the homepage
73%
of industrial buyers review a supplier website before submitting an RFI
52%
share of manufacturers who consider themselves effective at SEO
Count quote requests, and watch the AI answers too.
Sessions are a vanity number in a business with a nine-month sales cycle. We track quote requests, spec-sheet downloads and phone enquiries, tie them to the page and query that produced them, and report against your pipeline instead of a traffic chart.
The same content now feeds AI answers: 69% of technical buyers use generative AI during the purchasing process, though they rate their trust in it 4.7 out of 10. We track how your brand appears in those answers with our GEO and AEO team, alongside classic rankings.
- Quote request and download tracking built and verified
- Rankings reported by buyer stage, not one vanity keyword
- Brand visibility monitored inside AI answer engines
- Monthly written read, plus a working session with your team
69%
of technical buyers use generative AI somewhere in the purchase process
2.2%
typical manufacturing website visitor-to-lead conversion baseline
average manufacturing marketing budget as a share of revenue in 2025
of industrial manufacturers generate sales-qualified leads digitally
Publishing cadence agreed before we start
Site, content and analytics in your name
We made the difference for those brands
Consumer tech and platforms
Home essentials, appliances, kitchen & pet
Apparel and lifestyle
Retail & commerce
B2B software, fintech, insurance
B2B software, fintech, insurance
Consumer tech and platforms
Consumer tech and platforms
Consumer tech and platforms
Consumer tech and platforms
Beauty, personal care & wellness
Home essentials, appliances, kitchen & pet
Beauty, personal care & wellness
Food & beverage
Creative, content, arts & culture
Beauty, personal care & wellness
B2B software, fintech, insurance
B2B software, fintech, insurance
Apparel and lifestyle
B2B software, fintech, insurance
Beauty, personal care & wellness
Beauty, personal care & wellness
Consumer tech and platforms
Consumer tech and platforms
Healthcare & regulated services
B2B software, fintech, insurance
B2B software, fintech, insurance
Food & beverage
Apparel and lifestyle
Beauty, personal care & wellness
Apparel and lifestyle
01 — The challenge
The parts are excellent. The website is invisible.
It is the same pattern in most plants we visit. Thirty years of capability, a reputation that carries the room at a trade show, and a website written in 2016 that describes the company as a leading provider of quality solutions. Meanwhile a younger competitor with half the equipment owns every search a buyer runs.
“Our best customers found us through a rep twenty years ago. Nobody new finds us at all.”
That matters more each year, because the shortlist is now built before the call: technical buyers complete 62% of the buying process online, and when two suppliers look technically similar, 70% lean towards the better-known brand.
02 — Our approach
Publish what your engineers know, then make it findable.
We start with the buyers, not the keyword tool. Who specifies, who approves, what they search at each stage, and what makes them discard a supplier. That gives us a page plan where every page has one job: win one query and produce one quote request.
Then the technical work. Crawl paths, duplicate part pages, faceted filters, spec sheets nobody links to, structured data and page speed on templates rather than on the homepage alone. A catalogue that search engines can read is usually the largest single gain available to a manufacturer, and it takes weeks rather than quarters.
After that it is content and evidence, produced with your engineers so the numbers are right: capability pages with real ranges and certifications, application guides for the sectors you serve, and comparison pages for the decisions buyers are actually weighing. We measure it in quote requests, and everything we build stays yours.
03 — What we did
A quarter to fix the foundations, then compounding.
Audit and research, technical remediation, capability content, then a monthly rhythm of publishing, digital PR and reporting against quote requests.
Weeks 1-3 / Audit
What buyers search and what the site blocks
Full crawl, index and content review beside keyword and competitor research, ending in a page-level plan rather than a list of issues.
Weeks 4-8 / Fix and build
Technical fixes and capability pages
Crawl and duplication issues resolved, structured data added, then capability and application pages written with your engineering team.
Weeks 8-12 / Launch
Live, measured, and quoted
Pages ship with quote paths and tracking verified, so the first RFQ can be traced to the query and page that produced it.
Ongoing / Grow
Publishing, authority and AI visibility
A monthly publishing cadence, links earned through trade and technical press, and monitoring of how your brand appears in AI answers.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Research, content, technical documentation and analytics stay in your name from day one.
Technical and content audit
What is blocking the catalogue from being indexed, and which pages are competing with each other for the same query.
Keyword and page plan
Every target query mapped to one page, split by engineering research and procurement intent, with priority and effort marked.
Capability and application pages
Written with your engineers so tolerances, materials and certifications are accurate enough to survive a technical review.
Structured data and profiles
Product and organisation markup plus the business profiles that make your plants findable near the buyers who visit them.
Reporting on quote requests
Rankings, traffic and RFQs in one view, with a written note on what moved and what we are doing next.
Content playbook for your team
Templates and interview prompts so your engineers can feed the programme in an hour a month rather than a day.
HOW WE WORK
Operating standards, not promises.
Operating standards
Contract manufacturers and job shops
Machining, fabrication and assembly work won on capability searches and fast quotes.
OEMs and equipment builders
Long cycles, technical evaluation and a shortlist formed months before the call.
Industrial distributors and suppliers
Large catalogues where crawlability and part-level search decide the revenue.
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
EN
EN
EN
FR
FR
FR
FR
FR
FR
FR
FR
EN
FAQ
Questions manufacturers ask us
How long before SEO produces quote requests for a manufacturer?
Technical fixes and better-targeted capability pages often produce the first extra RFQs within a couple of months, and competitive terms build over six to twelve. The lag is worth planning for because the demand is already there: organic search drives 64.2% of web traffic to industrial manufacturer websites. We report quote requests monthly so the progress is visible long before the annual number moves.
What does manufacturing SEO cost?
We scope from your catalogue size, the technical debt in the site and how contested your capabilities are, rather than quoting a package. As a sanity check on budget, manufacturing marketing budgets averaged 9.5% of revenue in 2025, up from 6.7% the year before. We will tell you plainly if the target you want needs more investment than you planned.
How do we choose a manufacturing SEO agency?
Ask three things: who writes the technical content and how they get it right, what the report actually measures, and whether the work stays yours. An agency reporting impressions is measuring its own activity; one reporting quote requests by page and query is measuring your business. Ask to speak to the strategist who would run the account, not only the person pitching.
Our products are highly technical. Can an agency write about them?
With your engineers, yes, and that collaboration is the point. We handle structure, search demand and clarity; your team confirms tolerances, materials, processes and claims. The interview and review process is built to take about an hour a month from one technical person, and nothing publishes without their sign-off.
Should we invest in SEO or paid search first?
Most manufacturers benefit from both, weighted differently over time. Paid buys immediate visibility and tells you which capabilities convert — industrial and commercial Google Ads average $5.70 per click and $85.63 per lead — while organic compounds and lowers what you must spend later. We often start paid on your best-margin capability while the organic foundations are being fixed.
What is a realistic conversion rate for a manufacturing website?
Use the benchmark as a floor rather than a target. Manufacturing websites convert visitors to leads at about 2.2% on average, and organic traffic converts at 2.6% against 1.5% for paid. If your site sits well below that, the fastest gains are usually in quote paths, capability detail and page speed rather than in more traffic.
Will AI search reduce the value of our organic rankings?
It changes the shape of visibility rather than removing it. 75% of technical buyers have noticed AI summaries in their results and 69% use generative AI during purchasing, while rating their trust at 4.7 out of 10 — so they still click through to verify on supplier sites. We track your presence in AI answers alongside rankings and build the technical depth both reward.
We sell through distributors. Does SEO still make sense?
Often more so. Specifiers research the brand even when they buy through a channel, so visibility on capability and application terms protects the specification and sends better-qualified enquiries to your partners. We build the content around the decision the engineer makes, then route enquiries to the distributor network in the way your commercial team prefers.
How much of the work is technical versus content?
It varies with the site, and we say which after the audit rather than before. A large catalogue with faceted filters usually needs technical work first, because publishing into a site search engines cannot crawl wastes good content. A small, clean site is the opposite case and goes straight to capability pages.
Do you handle local search for our plants?
Yes, where it earns its keep. Business profiles, location pages and structured data help for service, repair, walk-in supply and hiring, and they support the trust signals AI answers lean on. For a national contract manufacturer it is a smaller lever than capability content, and we will say so rather than sell it as a headline.
What happens in the first ninety days?
Audit and research, technical remediation, then the first wave of capability pages with quote tracking verified. You get the page plan, the fix list with priorities, the new pages themselves, and a written monthly read. Expect the technical wins first and the content compounding to follow.
Who will actually be working on our account?
A named senior strategist who joins the monthly session and knows your products, supported by technical and content specialists. You will know who writes your pages and who touches the site, and you can reach them directly rather than through an anonymous queue.
Can you work with our existing website platform?
Usually yes. We work with WordPress, Webflow, Shopify and most enterprise platforms, and with your internal developers where the site is custom. If the platform genuinely limits growth, we will show you the specific limits and their cost before recommending our web design team — never as a default first step.
How do you measure success on long sales cycles?
By tracking the steps that lead to revenue: quote requests, spec downloads, sample requests and calls, each attributed to a page and query. Where your CRM allows it, we close the loop to won orders so you see revenue by entry point. Where it does not, we say clearly which number is a proxy.
.webp)
.webp)
