FOOD TECH

How a food tech company grew organic visibility by 68%

A European food technology company had plenty of technical knowledge, but not enough of it was working for them online. Their website explained the products from the inside, which made it hard to find for people searching with a problem instead of a product name. Over nine months we worked with their team to change that.

9 months · SEO · Content · Expert interviews · Landing pages

THE RESULTS

+68%

organic visibility across the priority topics

+39%

more non-branded organic clicks

17

priority keywords moved into the top 10

+24%

more organic entrances to key solution pages

The challenge.

They searched for problems, not products.

Buyers start with an issue: a process that could run better, inconsistent output, or which technology suits their application.

The site talked about products.

Much of the content was written from an internal, technical point of view, for people who already knew what they were looking for.

Important topics were missing.

Good information was hard to find, and some questions customers asked weren't answered anywhere.

Key pages assumed a lot.

Several main pages expected prior knowledge that less technical visitors didn't have. The expertise was there. The job was to make it visible.

How we approached it.

Nine months, one clear aim: make more of what the company already knew visible to the people searching for it.

Find the demand

We looked at rankings, search behaviour, competitors and the pages that mattered most commercially. There was plenty of demand around the problems the company solves, and several pages were already close to page one. Improving those made more sense than always writing something new.

Interview the experts

The best knowledge sat with engineers, product specialists and sales. Instead of asking them to write, we asked them questions. What do customers ask? What goes wrong? Which applications fit best? Their answers became articles, FAQs and application pages.

Show up earlier

Buyers don’t always know which product they need when they start looking. So we built content around applications, technical questions and common production challenges, so people find the company while researching a problem.

What we focused on.

We didn’t try to rank for everything. Together with the client we picked a handful of subjects closely linked to the business and built around each one. Clusters of information instead of disconnected blog posts, and a clear reason for everything we published.

Commercial pages

Still technical, but easier to follow. Tighter intros, better structure, clearer benefits and a more obvious next step.

Application content

Pages that answer the question every buyer has: will this work for our production?

Articles and FAQs

Built from the expert interviews, so every piece answers something customers ask.

Existing pages

Pages with ranking potential got updated first. Often a small change made a big difference.

The outcome.

Visibility

+68% in nine months

From a mix of new content and better versions of pages that were already performing.

Found for the problem, not just the name

Non-branded visibility grew, key solution pages got more organic visits and several priority terms reached page one of Google.

Content

Every piece has a reason

No more "we need another blog this month". Every topic ties back to what customers search for and where the company wants to grow.

More use cases.

Different industries, same idea. The right marketing, not more marketing.

RADIO & PRIVATE LTE

How one trade show became 19 qualified sales meetings

Pre-booked meetings, focused stand conversations and fast follow-up that turned one trade show into 19 qualified meetings.

MANAGED SECURITY

Cutting wasted LinkedIn spend and bringing in better security leads

A tighter LinkedIn audience and a NIS2 readiness checklist that cut the cost per lead by 28%.

Your company

Could yours be next?

Got a product that deserves more attention? Let’s write the next use case together.

Complex product. Clearer story.

In a technical industry, good marketing isn’t about simplifying everything. It’s about making the right information easier to find. Tell us where you want to be and one of us will get back to you personally.