The Challenge
B2B industrial manufacturing is a competitive niche in the Australian search market. Buyers research extensively online before contacting suppliers, making organic search visibility critical for lead generation.
Our client needed to improve their digital presence to capture more of this research-phase traffic. The challenge was to build sustainable organic growth in a market dominated by established players and long sales cycles.
The Approach
We developed and executed a comprehensive SEO strategy focused on both technical foundations and content that addresses real buyer needs:
- Content development — Building fresh, targeted content addressing specific product categories and industry applications
- Page optimization — Upgrading existing pages with improved structure, meta data, and on-page SEO signals
- Cross-channel integration — Better coordination between organic search, social media, and paid media (specifically Google Ads)
- Topic expansion — Developing content around high-intent industry topics and customer pain points
The Results
After 12 months of focused SEO work, we achieved significant improvements across all key metrics. These results are particularly meaningful in the B2B context, where traffic quality matters more than volume.
| Metric | 2022 | 2023 | Change |
|---|---|---|---|
| Organic Sessions | 13,785 | 15,948 | +15.7% |
| Organic Users | 9,844 | 10,665 | +8.3% |
| Keyword Rankings (Top 100) | 973 | 1,226 | +26.0% |
| Google Search Clicks | 7,106 | 7,985 | +12.4% |
Why These Numbers Matter
In B2B industries, double-digit organic growth is a significant achievement. The +26% increase in keyword rankings means the site now appears for 253 more search terms than the previous year. Combined with improved click-through rates, this indicates that content is becoming more relevant and attractive to searchers—driving more qualified visitors to the site.
Key Insights
The improvements were driven by two primary factors:
- Expanded keyword rankings — Ranking for more keywords increased total search visibility and reach
- Improved click-through rates — Better content and meta descriptions made listings more attractive in search results
The fact that both users (+8.3%) and sessions (+15.7%) increased indicates not only new visitor acquisition but also improved engagement—existing visitors returning more frequently. This is a strong signal of content quality and relevance.
Sources: Google Analytics (Sessions & Users, Jan 1 – Dec 23 2023 vs 2022), Ahrefs (Keyword Rankings, Jan 26 Dec 2023 vs 26 Dec 2022), Google Search Console (Clicks, Jan–Nov 2023 vs 2022)