Industrial Equipment SEO & Website Design – Case Study

Initially, this was a website redesign project for R. Williams & Associates, who are in the industrial ventilation equipment industry. supplies large commercial and industrial ventilation equipment to a targeted audience around Chicago, Illinois, and parts of Wisconsin & Indiana.

Their responsive site includes the latest features to grab attention and, more importantly, leads.

The site was created working alongside the VP of R. Williamson & Associates to create & exceed what was initially envisioned.

  • Responsive Design
  • Leads the industry in design concept & user experience
  • SEO Optimized
  • Google Business Profile Optimized
  • Google Ads

SEO Case Study on Industrial Equipment Supplier


The website was completed in approximately 3 months. Before R. Williamson & Associates contacted us about a website for their industrial equipment business, they had signed an SEO contract with a large national marketing agency.

Hearing that they only wanted a website was unfortunate for us. However, we were still very happy to work on developing their website.

The site has over 50 pages of content, which was mostly written by the vice president, Mr. Scott Williamson.

Before the SEO contract with the initial agency expired in June 2020, Mr. Williamson canceled their 12-month contract a month early. He then hired Write Good Code to handle their SEO, Google Ads, & Google My Business.


  • Reduce PPC Ad Spending
  • Reduce Spam
  • Increase Organic Reach
  • Get in the Google Local Map Pack covering a large area
  • Generate more Qualified Leads


  • Generate useful content
  • Rank as many new keywords as possible
  • Update the layout & organization of pages & website structure
  • Increase site load time
  • Target mobile only call ads in a specific targeted geo-location
  • Optimize Google Business
  • More call-to-actions to invoke more leads
  • Contact influencers to backlink to the site


SEO Results 2 Months Later

seo traffic case study results

In the first two months, we nearly doubled their organic traffic. We did this while reducing their monthly ad spending.

Our main objective was to take up as much space as possible on Google’s Search Engine Result Pages.

Security was added to the site to stop spamming by bots, so leads were generally more qualified. Also reduced spam clicks in Google Ads.

In the initial meeting with Mr. Williamson, we discussed his goals. He explained which products were most important. One of which was air curtains of various types, designs, and applications. It was our main objective.

Click below to see a quick video of a Google search for “industrial air curtains.” The video shows the organic search result after 3 months of SEO from Write Good Code.

Keep in mind the search results are in Chicago, which is the target audience.


Technical SEO

We also knew we had to improve site speed.

seo before optimization speed result

We optimize websites for speed while developing them. Optimizations such as image compression, implementing CDNs, page caching, etc.

seo optimization on page after results

However, like apps on your phone, websites need maintenance to remain competitive with top sites.

As you can see, we cut page loading time in half! Google, as well as users, like fast-loading websites.

Now that the site loaded quickly, we could focus on other technical aspects that had issues.

Keyword Tracking

Below are screenshots of the keyword results using SEO tools.


After 11 months of working with a large marketing agency, you can see the results above.

The results are after a few months of SEO with us.

When restructuring the hierarchy of a website, the page rankings typically drop in the beginning.

Truth be told, we started in July but didn’t see any real improvements until early September.

We were able to get dozens of keywords ranked very quickly. has been online for over 10 years. Google trusted the site.

That being said, the site was simply missing parts for it to rank, such as proper structure, organization, and content. These are the things we knew were missing and implemented immediately.

Google Business Profile Optimized

Google Business Profile was present but neglected. We took over and achieved results quickly.

Below are the results in the last 3 months, or quarter, since we started working on their local SEO.


To summarize, the chart shows that over 1300 local people who wanted to buy their products were previously unaware of

Final Thought of the Industrial Equipment SEO Case Study

This case study was done with a small data sample over a period of three months. was a unique case because the site had been online for a long time. It was never, however, truly SEO optimized.

We focused on the most important parts for the client first while also going after the low-hanging fruit to boost the overall visibility and ranking of the site.

For example, many of the manufacturing pages—the pages that discuss which manufacturers they represent—rank on page 1. Right below the actual manufacturer.

If you want similar results for your company, please contact us at customerservice[at]!


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