Amthor International

1. Industrial buyers research before they call. Procurement teams sourcing specialised tanker equipment do their homework online long before contacting a supplier. Amthor had decades of standing among the people who already knew them — and near-invisibility to everyone else.
2. Technical audiences search in specific, unforgiving language. This isn't a category where broad terms help. Buyers search for exact equipment types and specifications, which makes generic industrial SEO close to useless. Getting the vocabulary wrong means being absent from the only searches that matter.
3. Engineering capability is hard to convey in a product listing. Amthor's actual differentiator is engineering standards and manufacturing precision. Communicating that to a technical buyer, through pages built for search, was the real work.

DM Solutions led keyword architecture and content strategy; Creative Labs partnered with us to execute the technical audit and on-page implementation.

The strategy was built on how procurement teams search rather than how manufacturers describe themselves. Those are rarely the same language — internal product naming and buyer search vocabulary diverge sharply in industrial categories, and closing that gap is most of the available advantage.

• Traffic grew, and it was the right traffic. Organic sessions rose 85%, driven by procurement-stage searches rather than incidental visits.
• The catalogue became visible. Page visibility rose 65% across product categories — buyers reaching specific equipment pages directly from search.
• Coverage widened. Keyword rankings improved 50% across manufacturing terms.
• And engagement rose with it. A 42% improvement from qualified buyers, indicating the content was doing the qualifying work it was designed to do.

We built a keyword strategy aligned to procurement search behaviour, mapping the terms buyers actually use when sourcing fuel transport equipment to Amthor's product range.

Core terms were integrated into rebuilt product pages and supporting content — naturally, not stuffed. In technical categories, clumsy optimisation is transparent to the exact audience you're trying to impress.

SEO-driven content explained Amthor's engineering processes, manufacturing standards, and product applications — the substance procurement teams need to shortlist a supplier.

This did two jobs at once: it gave search engines something substantive to index, and it gave technical buyers evidence of capability rather than assertions of it.

A full technical audit addressed site structure, page speed, mobile responsiveness, and crawlability.

Internal linking was rebuilt so search engines could understand the relationship between product categories and manufacturing capability — a structural signal that matters disproportionately for a catalogue of related, specialised products.

Continuous on-page optimisation and authority building widened the range of manufacturing and product terms the site could rank for, compounding coverage across the catalogue rather than concentrating it on a few pages.