Low-quality website traffic
The website failed to attract qualified industrial buyers or establish enough digital credibility.
AI-powered SEO case study
DHE Materials Handling Equipment
From zero consistent digital leads to more than 40 new enquiries per month.
↑ 361%Website Traffic353 → 1,628 sessions
↑ 293%New Users241 → 948 users
↑ 211%Conversions17 → 53 per month
↑ 320%Engaged Sessions244 → 1,025
Client profile
Industrial expertise, finally visible online.
A trusted Victorian supplier transformed into a nationally visible search competitor.
ClientDHE Materials Handling Equipment
IndustryIndustrial Material Handling Equipment
LocationMelbourne, Victoria
ServiceNational SEO
ComparisonApril–June 2024 vs April–June 2025
Campaign TypeYear-on-year performance
Business overview
Strong products. Almost no digital visibility.
DHEMHE supplies industrial materials handling equipment to construction, logistics and warehouse operators across Victoria.
With a strong product range and established industry relationships, the business had everything it needed to grow—except visibility at the moment buyers were searching.
Traffic was low, enquiries were inconsistent and valuable product keywords sat on page five or beyond. In a sector where procurement increasingly starts on Google, DHEMHE was invisible to active buyers. They came to Optweb Digital to change that.
Key challenges
What was holding growth back?
DHEMHE was losing enquiries to competitors—not because its products were weaker, but because buyers could not find the business online.
Almost no digital enquiries
Growth relied heavily on existing relationships and word of mouth rather than scalable inbound demand.
Poor visitor engagement
The limited visitors reaching the site were leaving without exploring products or taking action.
Page-five Google rankings
The business was effectively invisible to procurement managers actively searching for its products.
Competitors with comparable or lesser products were consistently winning the enquiry simply because they appeared first on Google.
Our approach
Optweb’s AI-powered SEO strategy
A targeted Local and National SEO strategy built around three connected pillars: technical strength, search authority and conversion performance.
Technical SEO Foundation
- Full crawl, indexation and page-speed audit
- Core Web Vitals and mobile experience improvements
- Structured data for the product catalogue
- Keyword mapping and metadata across product and category pages
Keyword & Content Authority
- Research into high-value industrial buyer searches
- Content targeting pallet lifters, drum equipment and container ramps
- Location pages for Dandenong, Campbellfield and Laverton
- Google Business Profile and Map Pack optimisation
Conversion Optimisation
- Product pages rebuilt around clear calls to action
- Simplified navigation and stronger internal pathways
- Specifications, certifications and response commitments added
- Social content supporting brand authority and referral traffic
Performance outcomes
Every core metric moved.
Equal-period year-on-year comparison: April–June 2024 before the campaign versus April–June 2025 after implementation.
| Metric | Before Optweb | After Optweb | Growth |
|---|---|---|---|
| Website Traffic | 353 sessions | 1,628 sessions | ↑ 361% |
| Engaged Sessions | 244 | 1,025 | ↑ 320% |
| New Users | 241 | 948 | ↑ 293% |
| Conversions | 17 | 53 per month | ↑ 211% |
Genuine, compounding SEO growth
Traffic more than quadrupled while engaged sessions grew at nearly the same rate, confirming that traffic quality improved alongside volume. Monthly conversions climbed from 17 to 53.
New-user growth of 293% means DHEMHE is consistently reaching procurement managers, operations directors and business owners who had never encountered the brand before—net-new market penetration, not simply existing demand.
Search visibility
High-intent keywords reached the top.
DHEMHE now appears prominently when industrial buyers search for the exact equipment it supplies.
| Keyword | Google Rank | Search Visibility | Outcome |
|---|---|---|---|
| Pallet lifter | #1 | 28,765 impressions | Highest-visibility keyword |
| Container ramp | #2 | 17,082 impressions | Strong product category term |
| Drum handling equipment | #1 | 16,157 impressions | Core product search |
| DHE materials handling equipment | #1 | 728 impressions | 59.5% click-through rate |
| Material handling equipment Melbourne | #1 | Local SEO | Geographic dominance |
“
The team at OptWeb have been fantastic to work with and have increased the traffic on our website by over 50% in the few months we have been with them. Just want to say a big thanks to Matt and Vish for all the work you have done for myself and my business.
— Dean Jackson, DHE Materials Handling Equipment
Frequently asked questions
SEO for industrial suppliers
Does SEO work for B2B industrial suppliers?
Yes. Procurement increasingly begins with a search. DHEMHE tripled conversions by ranking for the specific product terms buyers use, including “pallet lifter”, “drum handling equipment” and “container ramp”. Search volumes may be lower than in consumer markets, but buyer intent and average order values are considerably higher.
How long does SEO take for an industrial equipment business?
Meaningful SEO growth takes time because technical improvements, content authority and rankings build progressively. Businesses starting beyond page five should generally plan for a sustained campaign rather than a short-term burst. Lower-competition product terms may move sooner, while broader categories usually require more authority.
Should an industrial supplier target suburbs or product keywords?
Both, but product-led searches should usually come first. A term such as “pallet lifter” reaches a buyer who already knows what they need. Location pages for industrial areas such as Dandenong, Campbellfield and Laverton then capture qualified buyers searching locally.
What is a realistic SEO budget for a B2B supplier?
The right investment depends on competition, the current website, target locations and average customer value. For suppliers with high-value orders, SEO can work commercially with only a handful of additional deals each quarter. Optweb assesses search demand and likely returns before recommending the right channel and campaign scope.
Selling equipment buyers research before they call?
We’ll show you the product terms your buyers are searching, where you rank and which competitor is currently taking those enquiries. Thirty minutes—and you keep the opportunity list either way.