Search Engine Optimization
Rebuilding Organic Visibility and Lead Quality for an Industrial Engineering Company
A leading industrial engineering company delivers custom-engineered systems for vehicle control and thermal management. Serving OEMs and industrial manufacturers across sectors such as commercial trucking, construction, and agriculture, the company specializes in mission-critical components including sensors, electronic systems, power distribution units, and thermal control products.
The Challenge
After the merger of two companies, the client experienced a major decline in search visibility due to a domain migration executed without SEO oversight. At the same time, the website was attracting a large volume of inquiries, but most were low-quality. To reposition the brand as a strategic engineering partner and improve lead quality, the client engaged Marcel Digital to rebuild its SEO foundation. Key challenges included:
Loss of Organic Visibility After a Poorly Managed Migration
The domain transition caused significant drops in rankings and traffic, weakening the company’s online presence and reducing discoverability.
High Inquiry Volume but Low Lead Quality
Most submissions were unrelated to the company’s core solutions, overwhelming the team with requests that didn’t align with business goals.
A Need to Reposition the Brand as a Strategic Partner
The organization needed an SEO strategy that elevated system-level capabilities, improved search relevance, and attracted qualified engineering and product development prospects.
The Analysis
Marcel Digital’s discovery process revealed that the domain migration had severely disrupted the client’s SEO foundation. High-authority URLs from the legacy site were not properly redirected, causing ranking and traffic losses. At the same time, deeper technical issues and misaligned content signaled that both the site’s infrastructure and its messaging were preventing the client from reaching the right audience.
Critical Technical SEO Failures From the Migration
The old site’s most valuable URLs were left behind during the transition, eliminating key ranking signals. Internal redirect chains, broken links, incorrect hreflang usage, non-indexable canonicals, and poor internal linking further weakened site performance and hindered crawlability.
Loss of Authority From Missing Redirects
Because the high-authority legacy brand was not properly mapped, the new domain could not inherit its strength. This resulted in a sharp decline in visibility and a major gap in organic traffic.
Content Misalignment With Decision-Makers
The website focused heavily on product-level details rather than system-level solutions. Engineers and procurement professionals, seeking integrated, consultative support, were not finding content that reflected the company’s value as an engineering partner. As a result, qualified prospects were not engaging early in their research or design workflow.
The Solution
Marcel Digital executed a multi-phase SEO strategy designed to restore lost authority, improve technical performance, and reposition the client as a true engineering partner. By addressing critical migration issues and reshaping the site’s content around high-intent buyers, we created a foundation that could drive both visibility and qualified lead generation.
Stabilizing Rankings Through a Full Migration Audit
We began with a comprehensive migration audit, implementing a robust 301 redirect plan to recover authority from high-value legacy URLs. Our team resolved core technical issues, including canonical and hreflang errors, crawl waste, indexation problems, and weak internal link structures, ensuring the site could be crawled, indexed, and ranked effectively.
Launching a High-Intent, Transactional Content Strategy
With the foundation secured, we targeted keywords aligned with engineering and procurement workflows. New content addressed real-world engineering challenges, system-level solutions, and integration use cases. Product pages were strengthened and supported by blog content that improved internal linking and guided qualified users toward conversion paths.
Developing Personas to Align Content With Buyers
Working closely with the client, we created SEO personas representing their ideal decision-makers. These personas shaped on-page messaging, CTA placement, content depth, and linking structures, ensuring every page spoke directly to the priorities, problems, and terminology of engineers and procurement professionals.
The Results
The SEO recovery and optimization efforts delivered immediate and measurable improvements. Lost visibility was quickly restored, new rankings climbed, and the client saw a surge in qualified demand. The transformation demonstrated how a strategic, technically sound SEO program can directly support complex B2B sales outcomes.
Rapid Recovery of Organic Visibility & Traffic
Within weeks, organic traffic rebounded as redirected legacy pages regained visibility. New keyword rankings also climbed, driving consistent growth in high-quality visits.
Record Volume of Qualified Engineering Leads
In the first month post-optimization, the company received a record number of qualified inquiries. Over time, inbound leads translated into substantial pipeline revenue tied to OEMs and system-level engineering prospects.
A Shift From Low-Value Inquiries to High-Intent Opportunities
Lead quality improved dramatically. Instead of small parts requests and support questions, inquiries came from engineers and procurement teams evaluating system-level partnerships. Year-over-year gains in keyword visibility, traffic quality, and form submissions continue to reinforce the long-term impact of the SEO strategy.
