Who this case is for
If you sell machinery or industrial equipment, or you are an importer of B2B products, and you wonder why your company website never gets enquiries from factories, this case shows how we really audit a website: from checking what the site is built with, to finding services the company offers that customers cannot find.
At the end of the article there is a checklist you can use on your own website right away.
We do not name the business, the brands it sells or the competitor websites.
1. The company advertised for long-term website and SEO help
This company imports and sells industrial welding machines, welding robots and automation systems. It has been in business for more than 20 years, has engineers on the team, and its office is in Nonthaburi.
The company advertised for a freelancer to look after its website and SEO for 6–12 months. So we prepared an audit report for them first, free of charge, and wrote in the report that the company could use it fully, including handing it to any team it chose.
We checked 5 areas:
- Website technology, from the HTTP headers, page code and loaded files.
- Technical SEO on every page.
- The company’s Facebook page, to see what the business really does.
- Keywords from Ahrefs, split by product group and search intent.
- 6 competitors, and the search results pages for the main keywords.
2. What we found
The website existed, but was almost invisible on Google
What the site is built with, and why that had to change first
The site runs on WordPress, which is good for SEO when set up correctly. But the pages were built with an old page builder that nests many layers of layout and embeds CSS in every page. So the home page weighed 336 KB before images and scripts, which directly hurts speed on mobile.
We recommended switching the page builder before building new pages. The plan called for more than 18 new pages and a spare parts catalogue with dozens of items. Building them with the old tool and moving later would mean doing the same work twice. While the site still has only a few pages is the cheapest and fastest time to move. WordPress, the hosting and the domain all stay the same, and the URL structure is kept or fully 301-redirected, so the site does not lose links from more than 350 existing domains.
Basics that were missing
- No SEO plugin, so there was no control over page titles, meta descriptions, schema or canonicals.
- No meta descriptions, no schema and no Open Graph, so links shared on LINE or Facebook had no preview card.
- H1 was used 7 times on the home page, so Google could not tell what the page’s main topic was.
- Product category URLs were in Thai and encoded into long strings of % characters.
- No Google Analytics or Search Console was found, so nothing could be measured.
- Some social buttons linked to “#”, meaning they went nowhere when tapped.
More important than the technical issues: the website undersold the business
We went through the company’s Facebook page and found that the business is much broader than the website said. The website presented the company as just a dealer for one welding machine brand, but the page showed 4 more business lines that the website did not mention at all.
Welding machine sales · Welding robots · Automation systems · Repairs
Welding robot rental · Used robot sales · Contract welding · Laser weld seam tracking sensors
Each line has its own searches and its own customers:
- Welding robot rental lowers the barrier for small factories not yet ready for a large investment, and most competitors do not offer it.
- Used welding robots: people searching for this are ready to buy, and there is less competition than for general terms.
- Contract welding serves a different customer group from machine buyers and needs its own page.
- Laser weld seam tracking sensors are a technical product with almost no Thai-language content, so the company can own this term with almost no competition.
Ahrefs reports low or no search volume for terms in this group, but they should not be dropped. Specialist B2B terms are often under-counted, and people who search for them are usually many times more ready to become customers than people searching general terms.
The page also revealed something that changed the plan. The office is in Nonthaburi, not in eastern Thailand as we first assumed. So the local SEO plan had to focus on the factory zones west of Bangkok, with eastern Thailand as an additional service area. The name, address and phone number also had to match across every channel, because at that point the website had neither an office address nor a phone number.
Search terms people really use, with almost no competition
Do not judge by search volume alone. “หุ่นยนต์เชื่อม” (welding robot) gets far fewer searches than “ตู้เชื่อม” (welder), but one customer from the robot term can be worth many times more than a customer from the welder term, who may only buy a single machine.
And watch out for terms that look good but are not customers. Ahrefs returns terms containing the word “เชื่อม” (weld, which also means “connect” in Thai) that have nothing to do with the business, such as connecting a printer or pairing an Apple Watch with an iPhone. If anyone proposes metrics that count terms like these, be sceptical.
The real competitor is “empty space”
- A site with low domain strength ranks number 1 with a single article. A site with a DR of just 10, and no links to that page at all, ranks number 1 for “หุ่นยนต์เชื่อม” (welding robot) with one introductory article about welding robots.
- The pages in positions 1–8 for “หุ่นยนต์เชื่อม” (welding robot) get only 2–39 visitors a month. This means nobody has created serious content on the topic yet.
- Even the manufacturer’s own website does no SEO in Thailand. So a distributor can become the number 1 Thai-language source for that brand.
- The search results show a “People also ask” box with 4 questions, such as what a welding robot is and how many types there are. Answering them all in one article with FAQ schema gives a chance to take this space.
Write for 5 groups of people in a factory
This is a pure B2B business: large deals, decisions that take 1–6 months, and several people involved. So the content has to answer several roles.
| Group | What they search for | What the website needs |
|---|---|---|
| Production engineers | Less rework, less spatter, cannot find welders | Specs, parameter values, videos of real workpieces |
| Purchasing | Prices, certificates, delivery times, spare parts | Price ranges, a quotation request form, a parts list with part codes |
| Small factory owners | Is a welding robot worth it? How many years to pay back? | A break-even article comparing human welders with robots |
| Maintenance | Welding machine repair near me, urgent parts | A repair service page, a parts catalogue, call and LINE buttons |
| System integrators | Robot accessories, complete welding systems | Solution pages, an accessories list, past projects |
The maintenance group is the shortcut to do first, because these are terms where people are ready to call right away, competition is low, and the site already has a parts page. Its content is just too thin to rank.
The proposed plan
| Period | Main work |
|---|---|
| Weeks 1–4 | Install Search Console and Analytics, install an SEO plugin, write titles and descriptions for every page, reduce to one H1, add schema, set up a Google Business Profile, and fix links that go nowhere |
| Months 2–4 | Switch the page builder, build main pages for welding machines and welding robots, 5 category pages and a repair service page, expand the parts page, and write the first 6 articles |
| Months 5–12 | Keep adding articles, real project cases that customers allow us to publish, links from directories and industry media, and make the site citable by AI |
The list of the first 12 articles in the report is ordered by opportunity. It starts with “What is a welding robot?”, which fully answers the questions in the “People also ask” box, followed by a brand comparison article, a break-even article, and a MIG vs TIG vs MMA article.
3. Expected results, and what happened next
This table shows the targets in the report. These are not results that have happened yet, and the numbers are estimates based on market data, not a guarantee.
| Metric | At audit | 3 months | 6 months | 12 months |
|---|---|---|---|---|
| Visitors from search per month | 5 | 80–150 | 350–600 | 800–2,000 |
| Keywords in the top 10 | 2 (brand names) | 8–15 | 30–50 | 80–120 |
| Customer enquiries from search per month | 0 | 3–8 | 10–20 | 25–50 |
What happened next: the company has since hired a team to look after the website. That is normal when a company advertises for help, and the report said from the start that it could be used or handed to any team.
At the time of writing (19 September 2026), we opened the company’s website again. The page builder has been switched and the home page now has a single H1, matching two of the recommendations in the report. Meta descriptions and schema are still missing.
Checklist for machinery and industrial equipment businesses
Open your website and answer each point.
Business
- Every service you really offer, such as sales, rental, used equipment, repairs and contract manufacturing, has its own page
- The website says you have stock and spare parts ready to ship, if you really do
- Parts pages show part codes and specs, not just a photo and a name
- There is content for engineers, purchasing and executives, not written for just one group
- Your name, address and office phone number match across your website, Facebook and Google Business Profile
Technical
- You have an SEO plugin, and every page has its own title and description
- Each page has a single H1
- Search Console and Analytics are installed
- Links shared on LINE show a preview card
- Every button link goes where it should
If you cannot tick more than half, your website is probably still missing a fair number of factory customers.
Questions B2B businesses often ask us
Is it worth creating pages for terms with few searches? In B2B it usually is, because the value per deal is high and tools often under-count specialist terms. A few customers from a term searched only tens of times a month can be worth more than thousands of visitors from general terms.
Do I need to switch page builders? If your current one makes pages so heavy it cannot be fixed, and you are about to build many new pages, switch before you start building. If your site is already light, or you will not add more pages, there is no need to switch.
As a distributor, can I compete with the brand’s own website? Yes, if the brand does not create Thai-language content. A distributor that writes guides, specs, parts information and model selection advice in Thai often becomes the main source for that brand in Thailand.
What else should I look at besides the website? Look at your own company’s Facebook page, posts and videos. Often a service that earns good money is on the page but has never been written onto the website.
We audit websites for B2B businesses like this
If you sell machinery or industrial equipment, or you are an importer, and you want to know which factory customers your website is missing, start with a free website audit, or see a similar case in our SEO planning case for an industrial machinery sales and repair company and details of our SEO audit service.