Weitnauer is a Swiss company with a long history in B2B goods and international distribution. Its website served mainly as a corporate presence, while search needed a dedicated strategy.
Build a search foundation and secure the first meaningful rankings in key regions.
The rollout had to be cautious: no risky experiments on the main domain, while accounting for B2B’s long decision cycles and highly specialized queries.
We launched the search programme from scratch, starting with an audit: facts first, then strategy, and only then content production.
- Completed an initial technical and content audit, checking indexing, site structure, international setup and search competitors in each market.
- Built a semantic keyword set for professional searches, covering product categories, applications and specialized industry wording used by distributors.
- Restructured the site architecture around search demand, with clear categories, connected pages and a solutions section for corporate customers.
- Set up the international structure with correct hreflang links between language versions and regional search priorities.
- Launched a B2B content hub with materials answering buyers’ and specialists’ questions before their first contact with sales.
- Established regular reporting on regional visibility, priority-query ranking trends and signals for the content plan.
After the initial audit, content-process setup and launch-strategy preparation, the project was handed to a specialist we were mentoring. That specialist led the subsequent implementation and growth; we do not attribute those results solely to the preparation stage.
The project materials record 140% organic traffic growth over nine months and commercial queries reaching Top 3 and Top 10 in priority regions. After the initial audit and launch strategy, the project was handed to a specialist we were mentoring; subsequent growth is not attributed to SurfUp’s setup alone.
| Metric | Result |
|---|---|
| Organic traffic over 9 months | +140% |
| Commercial queries in priority regions | Top 3 / Top 10 |
| Queries in Top 10 | The majority of the priority set |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
The project’s first year pointed to four areas for further growth:
- Expand by country, applying the launch model focused on 3–4 regions to new markets with the template already in place.
- Develop case studies and industry materials, which strongly support trust and search conversion in B2B.
- Build GEO visibility so the brand appears in AI service answers to professional distribution queries.
- Connect search insights—such as categories viewed and questions asked—to the sales team’s content plan.
Related source: Source case