Michael Sherry
Web Design & Digital Marketing
SEO Case Study: Steel Fabrication & Supply Company
This SEO campaign drove a 719% increase in organic traffic and a 500% boost in conversions for a national steel manufacturer & steel supplier.
Over two years, they went from being almost invisibile online to becoming a top industry competitor in their niche.
Read on to find out more about how I was able to achieve these results using search engine optimisation (SEO).
SEO Client Overview
Industry
Steel Pipe Supply & Fabrication (Australia-wide)
Average Customer Revenue Value
$50k – $500k+
The Challenge
The client is an experienced Steel Trading Company specialising in the supply, fabrication, and import of steel products, including steel pipes for construction, infrastructure, marine projects, and general steel fabrication.
Despite being well-established, they had a website for five years but struggled with low organic traffic, minimal conversions, and ranking only for branded keywords.
Real Client Feedback
💬 “Hey Mick, Thank you for your efforts, mate, there is no doubt you have contributed to a major increase in my sales.”
Campaign Goals
- Increase organic traffic from relevant search queries.
- Rank for broader industry keywords beyond just the brand name.
- Improve conversion volume/quality and implement tracking to measure success.
Winning SEO Strategy & Execution
1. Keyword & Content Strategy
✅ Created individual product pages for their steel fabrication & import offerings.
✅ Developed location-based pages for steel fabrication & importing services across Australia (Local SEO).
✅ Built industry-specific landing pages targeting high-intent keywords for various sectors requiring steel solutions.
✅ Focused on broad high-volume keywords and long-tail, zero-search-volume queries to capture all potential leads.
✅ Added approximately 60 new SEO-optimized landing pages across the site, covering products, locations, and industry-specific services.
2. On-Page & Off-Page SEO
✅ Internal linking tactics to improve crawlability & relevance.
✅ Built approximately 50 new citations to strengthen local SEO and credibility.
✅ Acquired 5 high-quality backlinks through guest posts and supplier relationships to boost online trust, credibility and authority.
✅ Google Business Profile (GBP) optimization with monthly updates to enhance local presence.
3. Technical SEO & Conversion Rate Optimization
✅ Implemented schema markup & structured data to add context and enhance search visibility.
✅ Regular monitoring of Google Search Console to track progress and detect/resolve any technical issues that came up.
✅ Improved call-to-action (CTA) placement across the site to reduce friction and increase potential enquiries.
SEO Results & Performance Gains
📈 Traffic Growth: 719% increase in average monthly organic traffic, growing from 35 to 287 visitors per month.
📈 Conversions: 500% increase in average tracked monthly conversions, growing from 1 to 6 per month—plus additional untracked conversions via direct phone calls.
📈 Bounce Rate Improvement: -45.95%, showing improved user engagement and interaction with the website.
📈 Keyword Rankings: The website started far ranking beyond brand-name keywords, bringing in a range of diverse, high-value leads.
⏳ Timeline: The campaign ran for just over two years, with noticeable improvements beginning at 4-5 months and continuous steady growth throughout.
Key Takeaways & Lessons Learned
- Creating new pages for locations, products, and industries can lead to massive SEO success.
- Even if a business starts late in SEO, it can still eventually compete for and win high-volume keywords with the right approach.
- Targeting both high-volume and zero-search-volume keywords increases reach and attracts niche customers. Getting the right mixture of SEO tactics is key to overall success.
- SEO is long term strategy to see and feel the full impact of the work, and it offers a massive resturn on investment if successful.
Final Thoughts
Imagine going from a website that struggled to attract even a handful of visitors each month to becoming a dominant force in search rankings, pulling in hundreds of highly targeted prospects.
Over the course of two years, this SEO campaign turned an underperforming steel supply and fabrication business into a top industry contender.
By strategically adding over 60 optimised landing pages, securing high-value backlinks, and executing a precise keyword strategy, I was able to work with this business to drive a 719% increase in organic traffic and a 500% boost in tracked conversions—not to mention the many additional leads that came through direct calls.
This growth wasn’t just about numbers—it translated into real business impact, generating inquiries for steel fabrication and supply jobs that the company wouldn’t have secured otherwise.
The campaign demonstrated that even in competitive industries, a well-executed SEO strategy can deliver substantial, measurable success.
Start Doing SEO To Grow Your Business
If your business needs to gain or maintain traction online, the right SEO strategy can transform your website into a lead-generating asset.
Want to see if we could achieve similar results for your business?
Contact Michael today for an SEO strategy customised to your services, location and your industry.
Real Talk
Honest Google reviews from some of my past & present clients
From website transfers to emergency fixes, he’s handled it all—fast, fuss-free, and with the patience of a saint.
When my author site was on the verge of crashing just days before a book launch (cue full-blown panic), he swooped in and had it sorted in record time. One call. Bang—done.
He explained things in plain English, never made me feel dumb for asking ‘what does this red button do?’, and made the whole process the easiest I’ve ever dealt with.
This guy is gold.
Michael is a deadset legend! I run a small concreting business in Brisbane and reached out to him on a Saturday morning after my previous website company left me high and dry. By Monday night, Michael had a brand-new site up and running, and I couldn't be happier with the result.
His professionalism, speed, and attention to detail are unmatched. He turned what was a stressful situation into a smooth and successful outcome. I’m looking forward to building a long-term relationship between our companies.
Thanks again, Michael—you’re a lifesaver!
I began searching for someone who knew the ins and outs of SEO who could help me really take my website to the next level.
Michael has conducted a full audit of my website and it was extremely comprehensive. He identified technical errors, content gaps, accesibility issues, backlink outreach opportunities, among other things.
I highly recommend considering Michael for your SEO needs.
After working with Michael for some time, we’ve been able to make major changes to our site, feeling confident that we can trust him to do an excellent job. Thanks Michael we look forward to continuing to work with you!
"Partnering with Michael Sherry for our SEO needs has been an incredible journey. His expertise shines through in the significant improvements we've seen in our website's ranking. Michael is not just a master of SEO strategies, but he's also one of the good guys – ethical, approachable, and genuinely invested in our success. His clear and consistent communication makes our ongoing collaboration effortless and enjoyable. We're thrilled to continue working with Michael and wholeheartedly recommend his services. He's an absolute pleasure to work with and truly deserves a 5-star rating!"
We are certainly planning to engage Mick for our upcoming projects related to website development and SEO services. I highly recommend his services without any hesitation.
Update July 2023 - My website continues to rank well in search engines and I've had a number of enquiries steadily come through over the years and we've since implemented an email drip campaign which has worked really well.
Highly recommended.
Thanks again, appreciate it.
I'm very happy with the finished article which was completed quickly and professionally and exceeded my expectations.
Michael was super easy to work with and I couldn't recommend him enough.
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About Your SEO Expert
My name is Michael and I help businesses transform their website into a high-performance marketing asset.
8+ Years of Extensive SEO Experience
I've been building and optimising websites for enhanced SEO for over 8 years.
Your website is an investment in the success of your business so it deserves to be optimised so it can rank in Google and conver traffic into new leads/enquiries.
Passion For Digital Marketing
Hardworking businesses shouldn't be missing out on leads, sales and opportunities because of an underperforming website.
That's why I've dedicated my business to successfully enhancing the digital marketing efforts of my clients and their websites.
Every Business Owner Deserves a Reliable Website Guy
Unfortunately, many webmasters & marketers have earned a reputation for inconsistent quality, missed deadlines, communication issues, and unmet client expectations.
I am committed to going above and beyond for my clients to achieve digital marketing results with real return-on-investment (ROI).
