The obvious keyword is often the wrong one. "Pump suppliers" has a difficulty of 49 in Semrush's Australian data, on 140 searches a month. "Centrifugal pump" has a difficulty of 15 on 1,000. Industrial SEO starts with the names of the things you make, fix and supply.
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Many industrial websites read like a brochure: a home page, a capabilities page and a contact form. Search rewards something else. Buyers type component names, service terms and fault descriptions, and each needs its own page that an engineer would find credible.
SEO is also the channel where we have a published industrial result. Marley Flow had been trading since 2005 with a site that Google wasn't showing to anyone. The technical and content work done there is the model for the plan below.
Australian figures for example terms, in the order we would go after them. Your own list comes from your product range and Search Console.
water pump repairs: 480 a month, difficulty 6
pump repairs: 170, difficulty 6
pump service: 140, difficulty 9
pump repairs near me: 210, difficulty 11
cooling tower water treatment: 90, difficulty 6
ball valve: 1,900, difficulty 10
butterfly valve: 1,300, difficulty 12
pressure relief valve: 2,400, difficulty 13
centrifugal pump: 1,000, difficulty 15
industrial pumps: 1,000, difficulty 19
steel fabrication: 1,300, difficulty 18
metal fabrication near me: 1,300, difficulty 18
custom metal fabrication: 390, difficulty 19
metal fabrication sydney: 590, difficulty 23
stainless steel fabrication: 720, difficulty 24
metal fabrication: 1,600, difficulty 45
pump suppliers: 140, difficulty 49
valve suppliers australia: 170, difficulty 42
steel fabrication sydney: 590, difficulty 37
Worth earning over time, but not in month one.
cooling tower maintenance: 30
cooling tower parts: 30
cooling tower repair: 20
cooling tower servicing: 20
Semrush returned no difficulty score for these. They still deserve a page each, because the few people typing them are close to buying.
We recorded the first page for three terms. For "cooling tower": Wikipedia, YouTube, a City of Sydney registration page, a Sydney Water guideline and three manufacturers' pages, with no local service firm. For "industrial valves": eight results, every one a manufacturer, distributor or online valve store, including the Australian sites of Alfa Laval and Hydac. For "metal fabrication": six Sydney fabricators first, then an NSW Government licensing page, Yelp and Wikipedia. So the contest changes with the term. Broad product nouns go to reference sites and manufacturers, category terms to whoever stocks the range, and capability terms to local firms. We check the results for your own terms and city in the audit.
Each piece is aimed at how specifiers, maintenance teams and procurement look for a supplier. What's covered depends on your tier.
Marley Flow's audit found errors that were stopping the site from appearing on Google. Crawling, indexing, speed and site structure are fixed before new content is written.
One page per product family, service and application, with the sizes, materials, ratings and standards a specifier checks. A single "products" page can't rank for dozens of component names.
Pages that answer the question behind the search, such as when cooling tower fill needs replacing or how to choose between a butterfly valve and a gate valve. They're written from interviews with your engineers.
Data sheets, drawings and capability statements often sit in untitled PDFs. We give them readable pages, so the content can be found and the enquiry form is close by.
Repairs and fabrication are searched with "near me" and city names, so each workshop or service branch needs an accurate Google Business Profile and its own location page.
Years in business, certifications held, industries served and service area, stated plainly, so Google's AI Overviews and ChatGPT have accurate details to draw on.
Marley Flow wanted an SEO partner to bring more website traffic and more enquiries. Our case study records what followed. Organic website traffic increased by 32.6% and page views by 41.1%. Impressions in Google Search Console climbed from 46.8k to 82.9k, which is 36,100 more. Enquiries grew faster than traffic did, with contact form submissions up 550%, phone clicks up 160% and email clicks up 270%. For a low-volume industry that gap matters most, because it suggests the extra visitors were the right ones. Only percentages are published, so we can't give raw enquiry counts here, and a cooling tower specialist in Western Sydney is not your business. Treat it as evidence of the method and not as a prediction.
Your website counts as advertising under the Australian Consumer Law. The ACCC says claims must be accurate, truthful and based on reasonable grounds, and that it makes no difference whether a business intends to mislead. On an industrial site that covers performance figures, standards, certifications and "Australian made". The ACCC describes "made in" as generally meaning the last substantial step in making the product happened in that country. We ask for the certificate or test report before a claim is published. This is general information, not legal advice.
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. Advertising claims: ACCC, false or misleading claims and ACCC, country of origin claims. Marley Flow: published case study. The "Who Ranks Now" section comes from first-page Google Australia searches we ran from Sydney on 12 November 2026. It is our own observation, separate from the Semrush figures, and will vary by location.
Marley Flow's published results came within six months. Low-difficulty product and service pages can move sooner, while a term like "metal fabrication", at a difficulty of 45, takes longer. Because your sales cycle is long, expect enquiries to rise before orders do.
It depends on what an enquiry is worth, which is the first thing we ask. "Cooling tower repair" gets 20 searches a month across Australia. If your typical job is large, a handful of those enquiries can justify the page. If your typical order is small, it may not, and we will tell you that in the audit.
SEO starts from $1,200 a month plus GST. That's the local tier: a Google Business Profile, up to 10 keywords and on-page work on up to 5 pages, which can suit a single workshop. A site with a product range usually fits the $2,000 tier, with up to 25 keywords, technical SEO, a monthly blog post, link building and schema. AI search optimisation is an add-on from $1,200 a month. See our pricing page.
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