Case Study
Mechanical Engineering SEO
More visibility, where that Search volume declined
An engineer stood in #1 position for their own technology, almost unbeatable as an inventor. However, this market was small and already saturated. The large search volume lay in the preceding phases, where the company was not present. That's where we applied SEO along the Buyer's Journey built.
Initial situation
In first place for its own technology, otherwise hardly visible
As the inventor of its core technology, the mechanical engineering company ranked number 1 for relevant product and technology terms. These terms have a high purchase intent but low volume, and the market there was saturated. Everything that used to happen in the buyer's journey, i.e., research, comparison, and categorization, took place without the company. This is precisely where the search volume was untapped.
Strategy
One product, three markets, three strategies
A mechanical engineer is building a plant. However, demand for it arises in various industries, and each looks for it differently, compares differently, and has its own competitors. Anyone who only optimizes the product will miss the larger part of the market.
Pharmaceuticals
Core market today. Strictly regulated, its own specialized vocabulary, high demands on trust and traceability.
Biotechnology
Growth area. Occupy other applications and terms besides pharma early on, before the competition is there.
Cosmetics
Own purchasing logic and language, clearly away from regulated pharma jargon. Another search space.
For each market, we analyzed who ranks there and which terms the competition occupies. The content strategy emerged from the gaps between competitor and own visibility, with a distinct strategy for each market. Not a single keyword set, but multiple strategies in parallel.
Implementation
Pro Market along the Buyer Journey
In every market, the same pattern: from a strong point of purchase forward into the earlier phases where search volume was.
// 01
Back up and expand file
The strong technology sides are secured and extended beyond pure product terms, for example to include use cases. In addition, the central terms of the industry are described so that Google reads the company as an authority on the subject.
// 02
Unlock mid-game
Content for the phase built where prospects weigh technologies against each other. Blog posts strategically aligned with the Buyer Journey along the questions asked in this phase.
// 03
Prove expertise
The most important pages strengthened with additional case studies. This demonstrates competence and sends signals of trust, to users and to Google.
Result
5.5x more visibility on Google
Measured by the SISTRIX Visibility Index, an externally verifiable metric, visibility on Google has more than quintupled. Greater presence in the earlier search phases brings more qualified visitors to the website. And those who are found throughout the entire buyer journey build trust in the brand, not just a single sale. The work continues, and the trend is upward.
„We were always easy to find for our technology. What was missing was everything before that: the phases where potential customers are doing their research. Today, we are visible there too, and you can see it in the numbers.“
Head of Marketing · Mechanical Engineering
Strong at the point of sale, invisible before it? That can be changed.
We build SEO along the entire buyer journey, not just where purchases are already being made. Let's talk about your visibility.