IEK Group is an international manufacturer of electrical equipment with a broad product catalogue, documentation and distribution network. Engineers, procurement specialists and designers search for specific items, specifications and alternatives, so technical content accuracy determines visibility. Decisions in this conservative B2B niche are rational, and inaccurate data can be costly; content standards are therefore especially strict.
Support steady growth in a conservative B2B niche without putting existing channels at risk.
This called for systematic improvements to catalogue visibility and the site’s technical foundation.
We worked as part of an agency team on B2B SEO and technical optimization, providing search expertise within the agreed process.
- Audited the large catalogue’s technical health, including product indexing, filters, specifications and documentation structure.
- Built B2B keyword research around equipment types, specifications, alternatives and standards used by specialists.
- Improved the technical foundation, including speed, mobile usability, catalogue parameter handling and indexing hygiene.
- Strengthened product pages with structured specifications, documentation and answers for procurement specialists and engineers.
- Improved internal catalogue links between products, categories, alternatives and related sections.
- Maintained regular reporting on visibility by product group and signals for the content plan.
In electrical engineering B2B, technical accuracy has a direct cost: incomplete product specifications can undermine both rankings and specialist trust. That is why much of the work focused on catalogue data itself, which affects both search and business outcomes.
Year over year, organic traffic grew 35% and search enquiries grew 28%. The work was carried out as part of an agency team.
| Metric | Result |
|---|---|
| Organic traffic year over year | +35% |
| Search enquiries year over year | +28% |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
Further development opportunities include:
- Expand technical documentation to reach more professional search demand.
- Strengthen visibility in the brand’s international markets.
- Build GEO visibility so the manufacturer appears in AI answers to specialists’ questions.
Related source: Source case