An industrial supplier losing specifications to older distributors.
Technical pages, expert content and a link programme aimed at engineering publications.
Situation
The catalogue was a PDF. Rivals had indexable specification pages and decades of mentions. Paid search was propping up the pipeline.
Moves
- Turn the highest-margin ranges into indexable pages with real spec tables.
- Interview the sales engineers and turn the answers into briefs, not slogans.
- Pitch those pages to trade titles and association newsletters.
- Keep PPC on the terms SEO will not win this year, and share one keyword map.