Case study
Unitech Machinery - Homepage SEO and a Content Strategy Built for Industrial Search
For an industrial machinery business, ranking on Google requires more than a well-designed website - it requires a targeted content strategy built around the specific terms that buyers in that sector actually search for.
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What we delivered
The brief
The challenge
Unitech Machinery operate in a technically complex, competitive sector where online visibility can be the difference between winning and losing major contracts.
Their homepage wasn't clearly communicating their expertise or targeting the right search terms, and there was no coherent content strategy in place to build authority in their niche over time. They needed both an immediate homepage fix and a longer-term plan for sustainable SEO growth.
Our approach
What we did
We began with thorough keyword research specific to the industrial machinery sector, identifying the terms that genuine buyers use when sourcing equipment and services - not generic phrases, but the specific language of the industry. This research informed every content decision that followed.
The homepage was rewritten from the ground up, with every element - headline, sub-copy, service summaries, and CTAs - structured around those target keywords while remaining genuinely compelling to a human reader.
The goal was a homepage that satisfies both Google's ranking requirements and the expectations of a sophisticated industrial buyer.
A full content strategy was then developed, mapping out a series of targeted pages and articles that would build Unitech's topical authority over time - giving Google an increasingly clear signal that this is a business that genuinely understands its sector.
In their words
Stuart - Unitech Machinery"We needed our website to work harder in a competitive sector - better rankings, clearer messaging, and a proper content strategy to build on over time. Spires Web Tech delivered on all of that. Mark got to grips with our market quickly and produced content and a strategy that genuinely reflects what we do and who we serve. The ongoing SEO and content support continues to make a real difference, and we feel confident our online presence is in safe hands. We wouldn't hesitate to recommend Spires Web Tech to other businesses in the industrial sector."
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