B2B Metal Fabrication Company SEO Case Study

Challenge

This established B2B metal fabrication company had maintained an online presence with a basic WordPress website for several years, but faced significant digital marketing challenges. The existing site suffered from slow loading times and poor performance, creating a frustrating user experience for potential industrial clients. Despite operating in a specialized manufacturing niche with valuable service offerings, the website lacked proper on-page SEO implementation and schema markup, making it difficult for search engines to properly understand and index their specialized fabrication capabilities.

The content was generic and failed to effectively communicate their unique value propositions or target relevant industry-specific keywords. Their backlink profile consisted primarily of basic business directory listings, lacking the industry-specific authority signals needed to establish domain credibility in the competitive manufacturing sector. With increasing competition from both local and national manufacturers, they were missing opportunities to connect with potential clients across Eastern Canada’s manufacturing hubs.

Solution

Strategic Content Silo Creation: We developed two comprehensive content silos focused on manufacturing capabilities and industries served. This content structure enhancement created logical pathways for both users and search engines, while opening up entirely new keyword groups not previously targeted. Pages under each silo were developed with depth and technical accuracy to demonstrate subject matter expertise to both potential clients and search engines.

Programmatic SEO Implementation: We strategically deployed location-based service pages targeting major manufacturing hubs throughout Eastern Canada. Each page was uniquely optimized for local search intents while maintaining consistent branding and conversion elements, significantly expanding their geographical targeting capabilities and capturing previously untapped regional search traffic.

Search Intent Content Optimization: We conducted comprehensive keyword research within the industrial manufacturing vertical, identifying high-value B2B search terms with commercial intent. The content was completely rewritten to align with these search intents, emphasizing technical specifications, manufacturing tolerances, material capabilities, and industry-specific applications that resonated with procurement specialists and engineers.

Schema Markup Implementation: We developed and deployed custom structured data that precisely communicated their manufacturing services, equipment capabilities, quality certifications, and industry specializations. This technical enhancement helped search engines properly categorize and understand their specialized B2B offerings.

Strategic B2B Link Building: Moving beyond generic directories, we executed a targeted link acquisition strategy focused on industry-relevant placements. This included securing backlinks from manufacturing associations, industrial blogs, supply chain publications, and specialized business directories that carried significant weight with both search engines and potential clients in their sector.