CASE · TECH / OPERATIONS
Industry: known in the field, invisible online
Memorise built organic visibility for an industrial and construction company and lifted the average position from 28.4 to 13.8, with 94 percent more clicks. The company was deeply respected in its field but effectively invisible to new customers searching online: 89 percent of traffic came via brand searches, and the network had reached its limit. We laid a technical SEO foundation, built content for the B2B buyer journey and local visibility.
Client: Industrial and construction company in production technology · Timeframe: Ongoing, breakthrough in autumn 2025
- Industry
- Industry and production technology (B2B)
- Growth
- Historically via network and referrals
- Market
- Sweden
- Engagement
- SEO and local visibility
28,4 → 13,8
average position, start to breakthrough in autumn 2025
+94%
clicks, start to breakthrough
294 000
search impressions during the period
26 000
impressions on 237 MES keywords with no clicks yet, growth headroom
The starting point
The company was deeply respected in its field and completely invisible outside it. Strong client relationships, long experience, a high repeat rate. But growth had always come via network and referrals, and that channel had reached its capacity against the growth targets management had set. New customers were needed, and new customers search online before they call.
The data confirmed the picture. The average position sat at 28.4, effectively invisible: a page ranking there is shown but clicked by almost no one. 89 percent of traffic came via brand searches, meaning existing contacts. Only 11 percent came from generic terms, the traffic that represents new business.
The clearest figure was also the most promising: the site appeared on 237 keywords within MES and production technology and gathered 26,000 impressions on them, but generated zero clicks. That's not a content problem but a ranking problem, and a ranking problem is solvable.
What we did
We started in reality, not in assumptions: how potential customers actually search, where in the buyer journey they are, and what makes a buyer who has never heard of the company click anyway. Then we built the foundation, the content and the local visibility in the order that actually moves ranking.
Keyword mapping and buyer journey analysis
We mapped the terms and questions the audience uses, split into three patterns: service-specific searches from those who know what they need, problem-based searches from those who have a production problem but don't know the solution's name, and geographically limited searches. Each pattern needs its own part of the site structure.
Technical SEO and site structure
Before the content work could start, we fixed what was actively blocking ranking: page hierarchy and URL structure per service and product area, rewritten metadata for the identified terms, internal linking that carries authority to the commercially most important pages, and crawlability, page speed and correct indexing.
Content for the B2B buyer journey
We built content around the three phases of the journey: awareness with industry-relevant guides that answer the problem-based questions, evaluation with clear service descriptions, and decision with cases and low thresholds for first contact. The offering was rewritten around how customers think, not how the company internally describes its services.
Local and national visibility
The industrial sector has a geographic dimension. We built local visibility with Google Business Profile, geographically adapted pages and a structure to turn satisfied existing customers into digitally visible references. Local SEO is often underrated in B2B, but cost-effective for anyone competing in geographically limited markets.
Disciplines in the assignment
Read more about the method
The outcome
The breakthrough came in autumn 2025. The average position fell from 28.4 at the start to 13.8 during September and October, an improvement of nearly 15 positions, and the effect on clicks was immediate: from 343 to 665, plus 94 percent. Position around 10 to 15 is a critical range, the page is still on page one and the click rate lifts markedly compared to positions 20 to 30.
The breakthrough didn't come linearly but as a jump. Organic SEO compounds: after months of technical foundation, content and structure, enough pages reached a position where clicks start being generated in earnest. That's why the work takes the time it does, and why the return stays.
The most interesting part is what still lies ahead. The 237 MES terms with 26,000 impressions and zero clicks aren't a failure but a quantified growth headroom: every position gained on them converts part of that visibility into traffic. And the network isn't replaced, it's reinforced. A referral is followed by a search, and a credible digital presence makes every referral worth more.
Learnings
- In the industrial sector the buying decision starts digitally even when it ends with a handshake. Not appearing in the first phase means never entering the comparison.
- Network and digital presence don't compete, they reinforce each other. A referral not backed by a credible site converts worse.
- The breakthrough in organic SEO comes as a jump, not linearly, when enough pages rank high enough for the click rate to lift.
- 26,000 impressions without a single click isn't a failure. It's a quantified growth headroom.
Involved in the assignment
Book a free 30-minute review.
Curious what a similar setup would mean for you? Tell us where you stand and we will go through it concretely. No sales pitch. Reply within one business day.
Book a review →
