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CPC Pump supplies laboratory and industrial pumping equipment to an international B2B audience - scientists, lab managers and engineers searching for specific pump types, applications and specifications. The site had a technical catalogue and none of the SEO basics: structure that did not match how equipment is searched, thin or missing texts, no links and no plan. The engagement came with a straightforward brief: audit, fix, fill and measure.
The SEO audit examined the site's structure, indexing, metadata, content and links and produced the implementation list. Site structure optimization reorganized the catalogue around equipment types, applications and industries - the dimensions buyers search - and established internal links from applications to the equipment that serves them. The insertion of links began early to give the domain authority from scientific, laboratory and industrial sources.
Filling with texts addressed the site's biggest gap: category and product pages received technical content written for the buyer - applications, operating principles, selection criteria, specifications - so each page could rank for its specific queries and answer an engineer's questions. The SEO changes from the audit were implemented across the site - metadata, headings, structure, indexing rules - and progress was tracked from the audit date.
For a technical catalogue the writing had to be accurate; the texts were produced from the manufacturers' documentation and reviewed by the client's specialists.
Traffic increased by 1.5 times within four months of work - the structure matching how equipment is searched, the technical texts giving the pages substance, and the links giving the domain the authority to rank in an international B2B category.
Application pages were the addition that made the difference. An engineer rarely searches for a pump model; they search for the problem - dosing a corrosive chemical, circulating coolant in a lab, transferring a viscous fluid - and the site had no pages for those problems. Each application page explained the requirement, recommended the suitable equipment types and linked to the products, which gave the site entry points for the queries that precede a specification and led those visitors to the catalogue. The four-month timeline was realistic for a B2B catalogue because the changes were structural and scaled: once the new structure and the application pages were live and the texts published, every product page inherited better internal links and clearer context, and the effect showed in Search Console within weeks. The client's specialists reviewing the technical texts also meant the content could be published without the delays that usually come from a writer and an engineer disagreeing about accuracy.
Laboratory, scientific and industrial suppliers in BC sell to buyers who search by application and specification. North SEO's B2B SEO work follows this pattern: structure the catalogue by how engineers search, write technically accurate content, build authority from relevant sources and measure the result.
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