From 62 to 175 clicks a month in four months: how a steel structures engineering firm started getting quote requests from Google
A Zaragoza company that designs, calculates and manufactures steel structures and custom machinery for industry in its own workshop. It had more than twenty years of experience, but its website barely appeared on Google unless you searched for its name.
The goal was for project managers and engineers at other companies to find it when searching for what it manufactures, and for that to turn into enquiries.
A very experienced company with a website only found by people who already knew it
The company carries out complete projects: engineering, structural calculation and manufacturing in its own workshop, for sectors such as cement, automotive, agricultural machinery and industrial buildings.
Its customers do not search for “metal company”. They search for specific parts and solutions: a hopper, a frame, a silo, a walkway, a structural calculation.
The challenge was to appear in those technical searches and turn visits into quote requests.
When we reviewed the website, Search Console and the Google Business Profile we found:
- Traffic almost entirely branded: in June 2026, none of the clicks with a known query came from someone searching for a product or service.
- Pages without structure: 108 of 111 pages had no main heading (H1) and 53 had no meta description.
- A blog without useful content: the posts were mostly news and opinion pieces from 2020 and 2021, not built for searches related to its services.
- Forms that did not arrive: messages from the website were not reaching the company's inbox properly.
In industry, people buy by part and by problem. That is why, as well as tidying up the website, we created an article for each type of structure the company manufactures, written for someone preparing a project.
Someone looking for an industrial supplier is not looking for a company: they are looking for the part they need manufactured.
A clean technical foundation
Audit, indexing organised through the SEO plugin, titles and headings on every page, local business structured data and a fix for form delivery.
One article per product
Sixteen new articles between July and September 2026: hoppers, frames, silos, walkways, roofs, lifting beams… Each one linked to the company's real projects.
Service pages that sell
We rewrote the homepage and service pages around the searches in its sector, expanded the projects section and created new pages for the services and sectors the client asked for.
At the same time, we worked on local presence: Google Business Profile, contact details across the website and listings in sector directories.
Tidy up the website first, then fill it with useful content
The work moved forward in phases, in direct contact with the company's management, who provide the technical data and photos of each project.
Almost three times as many clicks and the first companies requesting quotes
Between 22 September and 21 October 2026 the website got 175 clicks from Google, compared with 62 in June 2026. Impressions went from 1,596 to 10,769.
More than half of those clicks, 93, went to the new blog articles, which did not exist in June.
Source: Google Search Console. *October, 1st to 21st. The project started in June 2026; there is no earlier Search Console data.
| Date | Who | What they asked for |
|---|---|---|
| 10/09/2026 | Industrial additives manufacturer | Replacing some weighing hoppers with larger ones |
| 21/09/2026 | Concrete plant (Lleida) | A 70-tonne silo for bulk cement, with all its equipment |
| 07/10/2026 | Industrial machinery manufacturer | A 2 × 1 m base frame with a welded structure and sheet-metal casing |
| 23/10/2026 | Tanker manufacturer | Design, drawings and manufacturing of truck-mounted tankers for several projects |
Source: website contact form, 10 June to 23 October 2026. Company details withheld. We do not count spam, tests, a job application or two enquiries from private individuals. The company has no other online lead channels: these requests come from people who find it on Google.
Three of the four requests are for products that have their own blog article: hoppers, silos and frames. Visits from search engines, measured in Google Analytics, went from 74 sessions in June 2026 to 221 in September 2026.
The articles that attracted the most visits
22 September – 21 October 2026:
- 01Steel structures for industrial roofs19 clicks · 2,420 impressions
- 02Industrial steel frames18 clicks · average position 5.7
- 03Industrial steel hoppers18 clicks · average position 5.1
- 04Industrial steel stairs and walkways9 clicks · average position 9.7
- 05Custom lifting beams7 clicks · average position 7.9
Articles that explain each product and link to the company's real projects.
Product searches on page one
Average Google position, 22 September – 21 October 2026 (Spanish queries):
- 01tolvas metálicasposition 1.4
- 02tolva industrialposition 4.3
- 03qué es un bastidor metálicoposition 4.4
- 04bastidores metálicosposition 5.5
- 05estructura metálica de cubiertaposition 6.0
Searches from people who need something specific manufactured.
In industry, the content that sells is the content about products
The company already had experience, projects and a workshop. What was missing was a website that answered what its customers search for, part by part.
One article per product
Each type of structure has its own searches. Three of the four quote requests are for products with their own article.
Technical foundations first
Titles, indexing and structured data come first: without them, new content takes much longer to rank.
Link to real projects
The articles lead to work the company has actually done: the proof a project manager looks for before asking for a quote.
Check that the form arrives
Before expecting enquiries, you have to make sure messages reach the company's inbox.
Results in months, not years
The first articles were published at the end of July 2026 and by September quote requests were already coming in.
Does your industrial company have a website but no quote requests?
We review what your customers search for and propose a plan so your website appears when they need what you manufacture.