A Machinery Maker Tripled International Quote Requests With Spec-First Pages
An industrial equipment manufacturer
3x
Quote requests from abroad
6
Markets with page-one spec terms
72%
Of RFQs citing spec pages
Background
The manufacturer exported to six markets through distributors, and every buyer searching a model number or specification landed on distributor sites or scraped catalogs. The company’s own site offered brochure PDFs in English only, so it had no visibility in the searches its own products generated.
The challenge
Four things were holding this international seo engagement back before the work started:
- Model-number and specification searches surfaced distributors and third-party catalogs, never the manufacturer.
- Technical documentation lived in English-only PDFs invisible to non-English search.
- Each market's engineers searched in their own language with precise technical vocabulary a generic translation would miss.
- Distributor sites controlled the buyer relationship the manufacturer wanted direct.
The strategy
01
Converted the specification sheets into indexable HTML pages per model, structured for the exact spec-plus-model queries engineers use.
02
Localized the six highest-value markets with technically reviewed translations, not literal ones, using each market’s real engineering vocabulary.
03
Connected hreflang across the catalog and routed each market’s quote form to its regional sales team.
The results
Quote requests from abroad tripled within a year, spec terms reached page one in all six target markets, and 72% of new RFQs referenced a specification page as their entry point. Two distributors renegotiated terms once the manufacturer owned its own demand.
The proof
Analytics and Search Console screenshots appear here for verified client stories. This study is an illustrative example based on engagement types delivered across agency and freelance roles. When a verified, permission-based client story replaces it, this section will show the real traffic, ranking, and authority data behind the numbers.
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