SEO Case Study: B2B Engineering Services Company in the UAE

What was the challenge?

A firm selling inspection and maintenance services to oil, gas and utilities won almost all its work through relationships. Its site described capabilities in general terms, and its blog chased broad terms that brought students rather than buyers. Sales could not say whether any RFQ had started on Google.

What was the strategy?

1. 01

   Map pages to each person on the buying committee

2. 02

   Publish specific service, sector and standards content

3. 03

   Connect organic visits to RFQs in the CRM

What exactly was done?

3 moves, each with what was done and why it mattered.

1. 01Strategy

   Mapped the buying committee

   Interviewed sales and three clients to document what engineers, procurement managers and finance each need to see before an RFQ.

   Why it mattered: Search volume is small in B2B, so each page has to match a real buyer. This replaced a blog plan based only on keyword tools.

2. 02Content

   Built service pages with real detail

   Published service and sector pages covering scope, standards, certifications, turnaround and project examples, with downloadable capability statements.

   Why it mattered: Technical buyers trust detail. These pages gave them something to share internally, which is how B2B shortlists are actually made.

3. 03Measurement

   Connected organic to the CRM

   Passed source data into the CRM, tagged RFQs by first page visited, and reviewed quality with sales every month.

   Why it mattered: The company could see pipeline rather than traffic, which won the budget to keep going through a long sales cycle.

What do I stand for?

• Fewer readers, better readers

  A hundred right visitors beat ten thousand wrong ones.

• Sales reviews the leads

  Only an RFQ that sales accepts counts as a result.