An industrial buyer rarely types what you would expect. "Cooling tower" gets 1,000 searches a month in Semrush's Australian data, yet "cooling tower repair" gets 20 and "cooling tower suppliers" 10. The searches that turn into purchase orders are few and specific, so the marketing has to be built for dozens of the right ones, not thousands of loose ones.
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Industrial, engineering and manufacturing businesses sell to other businesses. The person searching might be a maintenance planner with a failed pump, a consulting engineer writing a specification, or a procurement officer collecting quotes. Sales can take months, and one contract can be worth more than a year of marketing spend.
This is a field where we have our own published result. Marley Flow, a Western Sydney cooling tower specialist in business since 2005, came to us with a website that had no visibility on Google. What changed within six months of SEO is set out below, next to today's search data.
What We Found
What Australian industrial search data shows
Five patterns from Semrush's Australian database, checked 12 November 2026.
The head term is mostly research
"Cooling tower" gets 1,000 searches at a difficulty of 21. When we searched it on Google Australia from Sydney, the first page held Wikipedia, a YouTube explainer, a City of Sydney registration page, a Sydney Water guideline and three manufacturers' pages. We saw no local service company there.
Buying searches come in tens
"Cooling tower maintenance" gets 30 searches a month. "Cleaning", "repair", "servicing" and "replacement" get 20 each. The eight service and supplier variations we checked add up to about 150 searches a month.
Buyers search the part, not the category
"Solenoid valve" gets 2,900 searches, "pressure relief valve" 2,400 and "ball valve" 1,900. "Industrial valves" gets 210 and "valve suppliers" 70. An engineer already knows which component they need.
Supplier terms are the harder ones
"Pump suppliers" scores 49 for difficulty on 140 searches, and "valve suppliers australia" 42 on 170. "Centrifugal pump" scores 15 on 1,000 and "ball valve" 10 on 1,900. Product pages are easier to rank and reach more people.
Repairs and fabrication behave locally
"Metal fabrication near me" and "steel fabrication near me" each get 1,300 searches, and "pump repairs near me" 210. In our Sydney search for "pump repair", four of the eight results we recorded were Sydney pump businesses and two were directories, Yellow Pages and Localsearch.
How We Help
Where each channel fits an industrial company
Two channels, each with its own page and its own numbers.
Tightly matched Search campaigns for the few searches that signal a purchase, judged on qualified quote requests.
Why we don't lead with social ads
Your buyer goes looking with a fault, a part name or a specification in hand, and that happens in search. So we put the budget there first and treat social advertising as a later question.
The Landscape
The challenges industrial companies face
Most of them come from small audiences, long decisions and technical detail.
Tiny volumes hide real value
A term with 20 searches a month looks worthless in a keyword tool. If each enquiry could become a service contract or a plant upgrade, it isn't. You tell us what a job is worth and we plan from that.
More than one person decides
The engineer specifies, procurement compares and a manager signs. Each wants something different from your site: data sheets and drawings, capability documents, and proof you have done the work before.
Manufacturers, distributors and stores overlap
When we searched "industrial valves", the first page mixed online valve stores, Australian distributors and the local sites of global manufacturers. You may be competing with your own suppliers or resellers for one search.
The sale takes months
A form filled in today may become an order next quarter. Unless tracking follows the enquiry into your quoting system, marketing ends up judged on clicks.
The knowledge is in your engineers' heads
Your people know the answers buyers search for, but those answers rarely reach the website. Getting them written down is a large part of the job.
Regulation shapes some searches
In NSW, cooling water systems are managed under the Public Health Act and Regulation, and audits are done by auditors approved by NSW Health. That helps explain why council and water authority pages rank for cooling tower terms.
Our Evidence
What Marley Flow's first six months showed
Marley Flow is a Western Sydney cooling tower specialist that has been in business since 2005. Despite that history, its website had no visibility on Google, which meant low traffic and few enquiries. We began with a full audit, fixed the technical errors keeping the site out of search results, then moved to keyword research and content. Within six months, organic traffic was up 32.6% and page views 41.1%, and Search Console impressions went from 46.8k to 82.9k. Enquiries moved furthest: contact form submissions rose 550%, phone clicks 160% and email clicks 270%. The case study publishes percentages, not raw counts, and it covers one business in one niche. It isn't a forecast for yours.
What You Get
A plan sized to how you win work
We ask what an enquiry is worth and how long a sale takes before we build any keyword list
Pages drafted from interviews with your engineers, then checked by them before going live
Product, service and application pages chosen from dated search data, like the figures on this page
Results reported as form submissions, calls and emails, the measures Marley Flow's case study used
Standards, certifications and "Australian made" claims published only where you can evidence them
Your Google Ads budget goes straight to Google, with no markup from us
Keyword figures: Semrush Australian database, checked 12 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Consumer law: ACCC, false or misleading claims. Cooling water systems: NSW Health, Legionella control, page current as at 22 November 2021. Marley Flow figures are from our published case study. The search results described on this page are not Semrush data: we ran those searches ourselves on Google Australia from Sydney on 12 November 2026, and another city will see a different page.
Common Questions
Industrial marketing, answered
Which channel should an industrial company start with?
Usually SEO. The searches are specific, the difficulty scores are often low, and a page that answers one keeps working after it's written. Google Ads comes first when you need enquiries this quarter, are launching a product with no rankings, or want to learn which terms produce quotes before investing in content.
Do you have industrial results to show?
One published case study: Marley Flow, a cooling tower specialist, and its figures are from SEO. We haven't published Google Ads figures for an industrial client, and our Google Ads page says so plainly.
We sell through distributors. Is this still relevant?
Often, yes. End users and specifiers search product names whether they buy from you or from a distributor. We would agree first which enquiries you want directly and which should go to your channel partners, so the site supports them. If you're a trade contractor, our marketing for tradies page is the better fit.
