--- tytul: "Welding Industry SEO Case Study: 8x More Visibility" opis: "How systematic SEO helped a small B2B site build visibility from scratch and grow interest in its offer: a pos-met.pl case study." adres: https://justidea.agency/en/blog/welding-industry-seo-case-study/ serwis: "JustIdea Agency" jezyk: pl zrodlo: automatyczny odpowiednik strony HTML, generowany przy każdym buildzie --- Article # 8x more visibility, 4x more catalogue downloads: welding industry SEO How systematic SEO helped a small B2B site build visibility from scratch and grow interest in its offer: a pos-met.pl case study. [![Wiktoria Podorska](https://justidea.agency/obrazy/wiktoria-podorska-240x300-4eddb284.webp) Wiktoria Podorska SEO Specialist](https://justidea.agency/en/author/wiktoria-podorska/) 19 August 2026 19 min read 5 sections ![8x more visibility, 4x more catalogue downloads: welding industry SEO](https://justidea.agency/_astro/8x-wiecej-widocznosci-4x-wiecej-pobran-katalogu-seo-w-branzy-ba180c22.XXqE-kcK.webp) Case Studies Trusted by ![LPP](https://justidea.agency/obrazy/lpp-logo-2-b64d3a02.svg) ![House](https://justidea.agency/obrazy/logo-house-c706eeae.svg) ![Toyota](https://justidea.agency/obrazy/toyota2-1-63c6570a.webp) ![Fame MMA](https://justidea.agency/obrazy/fame-ffb4e0d0.webp) ![Surf Inc.](https://justidea.agency/obrazy/surfinc-91e5b73d.webp) ![LyoFood](https://justidea.agency/obrazy/lyo-cb899d46.webp) ![ExpertSender](https://justidea.agency/obrazy/expert-ca00548d.webp) ![Purinova](https://justidea.agency/obrazy/purinova-217da6ab.webp) ![Mennica Gdańska](https://justidea.agency/obrazy/mennica-98166c12.webp) ![Group IB](https://justidea.agency/obrazy/group-ib-b711171e.webp) ![Smart Kids Planet](https://justidea.agency/obrazy/smart-kids-151311c5.webp) ![SuperSonic](https://justidea.agency/obrazy/supersonic-a35404fe.webp) ![Wierzynek](https://justidea.agency/obrazy/wierzynek-1-d027e7cc.webp) ![RegoBis](https://justidea.agency/obrazy/regobis-a8b446e3.webp) **In this article** 1. 01Starting point 2. 02Main goals and challenges 3. 03Strategy adopted 4. 04Results 5. 05Pos-met.pl case study: summary Share The welding industry is a segment where precision, repeatability and equipment that stands up to intensive daily use all matter. The client we work with designs and manufactures welding tables in the 16 and 28 hole systems, together with a full set of accessories: clamps, pins, angle brackets and prisms, built on a modular design, a durable construction and a strong quality-to-price ratio. That combination, **a precisely engineered product at a reasonable price**, is one of the company's main advantages in the market. The brand doesn't limit itself to a single product category either: it also carries out bespoke steel constructions, from balustrades to non-standard metalwork orders, meeting needs that go beyond a standard product catalogue. That kind of position in a specialist, niche B2B market requires not just a good product, but also the right visibility in the places where customers look for suppliers. We began our SEO partnership with the client in May 2025. ## Starting point At the start of the partnership, the site was a small lead-generation service whose **structure and content layer were heavily limited** by the capabilities of the CMS it ran on at the time. The product range, welding tables in two systems, a wide range of accessories, and the option of bespoke steel constructions, was in practice flattened into a few general subpages, with no developed categorisation or separate cards for specific product variants. In an industry where customers search for equipment matching very specific parameters, system 16 or 28, clamp type, tabletop dimensions, this kind of page structure meant in practice that it was hard to gain visibility beyond the most general, branded queries. This was a significant limitation in a B2B niche where **purchase decisions are rarely made on impulse**. Customers (production plants, workshops, metalworking companies) usually compare several specific offers, check technical specifications and only then contact a chosen supplier or download their sales materials. The site appeared in search mostly on later result pages, which meant that at this crucial moment of comparing offers, the customer most often landed on a competitor's site first, regardless of how good the client's product catalogue actually was. This translated directly into the scale of interaction with the offer. Traffic generated from search was small, and the number of users downloading the product catalogue (the site's main conversion goal, matching the nature of this industry, where the customer first wants to review the full specification rather than fill in a contact form straight away) remained at a very early stage of development. Even so, a certain base of non-branded, product-related phrases was already visible, which showed that the brand, despite the site's technical limitations, already had a recognisable **foundation in its niche and real potential** to build a stronger position in the welding table and accessories segment, provided the SEO foundations were properly developed. ## Main goals and challenges The main goal of the partnership wasn't simply to increase site traffic, but to build organic visibility that reflected the true breadth of the client's offer, from standard welding tables in systems 16 and 28, through the whole ecosystem of accessories that go with them, to the option of bespoke orders. In other words: the site needed to start "selling" in search what the company could actually offer, not just the narrow slice of that offer that its existing structure allowed. In practice, that meant three parallel lines of work: - closing the missing thematic areas of the site and building a content structure that mapped the client's full product catalogue, including its most niche variants, - systematically building visibility for phrases closest to the purchase decision, specific models, dimensions, configurations, rather than only general, highly competitive category queries, - growing the blog section as a separate channel for reaching customers searching for knowledge before they even know exactly which product they need. The very structure of the market made achieving this harder. The welding table and accessories segment in Poland is surprisingly well populated: it's not just **specialist welding and safety equipment distributors** competing in it, but also **large steel and metal wholesalers**, for whom welding tables are just one of many products in a much wider catalogue, and yet they can still dominate the same phrases thanks to a domain authority many times higher and a link profile built up over years. Several of these businesses were already generating organic traffic in the range of 12,000-21,000 visits a month at the point the partnership started. By comparison, the client's traffic at the start of the partnership was measured in the low hundreds of visits. Entering this market therefore meant not so much competing for new phrases as taking back visibility from businesses that had treated them as their own for years. ## Strategy adopted The response to these challenges couldn't be one-dimensional. The limitations of the platform the site ran on required **an approach spread out over time and run on two parallel tracks**: first diagnosing what could realistically be done on the old environment, then working on ongoing optimisation and migration preparations at the same time, and finally maintaining a systematic pace of work once on the new version of the site. ### Diagnosing the platform's limitations Rather than starting straight away with content expansion, the work opened with a technical audit carried out in May 2025, right at the start of the partnership. It checked, among other things: - how efficiently the search engine indexed the site (the so-called crawl budget: the limit on how many pages Google's bot can visit and index in a given period), - site speed and usability (Core Web Vitals), - structural errors and navigation limitations on the site, - the real potential for expanding the offer on the CMS being used at the time. The conclusions were unambiguous: the platform the site ran on had hard technical limitations, and it didn't allow product categorisation to be expanded in a way that reflected the client's full offer, nor did it allow content to be scaled freely. Rather than waiting for the eventual migration before developing the site, the decision was made to start work straight away, making the most of what could be done on the old environment while preparing the foundations for the new one in parallel. ### Optimisation and migration preparations For almost 10 months (from May 2025 to March 2026), two processes ran side by side, each with a different time horizon. On the old version of the site, ongoing, monthly optimisation continued: - expanding and optimising content on key offer pages, - optimising meta titles, descriptions and H1 headings for the phrases actually being searched, - rolling out internal linking to tie together the offer available at the time. In the background, the foundations of the new version of the site were being built at the same time: a design for product categories that mapped the full offer, an architecture for the subpages of individual variants, and a complete content plan for the blog section, ready to roll out from day one of the new site going live. Running both tracks at once required constant coordination: every decision made on the old version of the site had to have a matching counterpart in the migration plan, so that none of the search rankings already earned would be lost in the process of moving the site to the new environment. ### Migration as a turning point The site migration, carried out in March 2026, was overseen from an SEO perspective from the first sketch of the graphic design through to the launch of the new version, not as a one-off technical event, but as a process spread over many weeks of conceptual work. The result was a site in which the full product offer, tables in systems 16 and 28, accessories, fittings and equipment, was finally reflected in the category and subpage structure, and the blog content plan prepared earlier could start being rolled out from the very first day the new version of the site was live, with no months of downtime spent finalising the concept. ### A steady rhythm after migration Since the migration, the work has moved into a regular, repeatable cycle made up of: - regular publication of blog posts according to the previously agreed content plan, - sponsored posts on trade and industrial portals, building the link profile at a pace matching the brand's natural growth, - continued, systematic expansion and optimisation of content and meta tags across further areas of the offer, on the same monthly rhythm that was already in place before the migration. This rhythm of work makes it possible to react flexibly to which areas of the offer respond fastest to optimisation, and to **consistently grow the site's visibility**. ## Results Consistent, month-on-month delivery of the strategy translated into a clear, systematic rise in the client's organic visibility. Importantly, this growth isn't scattered across random, general phrases: it's clearly visible in exactly those search result ranges and queries that sit closest to a user's purchase decision and genuinely reflect the full scale of the client's product offer. What matters most here, though, isn't just the scale of the growth, but the context in which it occurred. As described in the challenges section, the client entered this competition as a player with lower domain authority than part of the competition. Data gathered after more than a year of partnership shows that this gap has genuinely narrowed, and the gains cover the whole offer: from the most general, highly competitive category phrases, through specific product variants, to queries about the technical parameters of steel and accessories. Below we present the results broken down by individual metric, along with charts showing how each one changed over time. ### Growth in TOP3 / TOP10 / TOP50 visibility The first and most direct proof that the work is paying off is the number of phrases for which the client's site appears in Google's top search results. Comparing data from the start of the partnership with today's figures shows growth across all three ranges analysed: | pos-met.pl | Start of partnership | August 2026 | Change (%) | | --- | --- | --- | --- | | TOP3 | 2 | 12 | +500% | | TOP10 | 6 | 47 | +683% | | TOP50 | 16 | 128 | +700% | The strongest growth, an **eightfold increase in the number of phrases in TOP50**, came in the range where newly added product pages and blog posts appear fastest, before they have a chance to climb higher in the following months. Visibility in TOP10 grew almost as dynamically (+683%), showing that the site started building a **broad presence across the whole product range**, not just a handful of individual bestsellers. The growth right at the top of results (TOP3, +500%) is particularly significant here: positions 1-3 capture the vast majority of user clicks, and in practice decide whether a potential customer even reaches the site before comparing competitors' offers. **TOP3:** ![POS-MET TOP3 visibility growth](https://justidea.agency/_astro/wzrost-widocznosci-pos-met-w-top3-1024x201-91e936f7.zvwNzxZi_nKRqQ.webp) POS-MET TOP3 visibility growth **TOP10:** ![POS-MET TOP10 visibility growth](https://justidea.agency/_astro/wzrost-widocznosci-pos-met-w-top10-1024x202-2c1156ab.DeZYhvmW_Z1g04XE.webp) POS-MET TOP10 visibility growth **TOP50:** ![POS-MET TOP50 visibility growth](https://justidea.agency/_astro/wzrost-widocznosci-pos-met-w-top50-1024x205-b5153b4f.Cdas6PBI_Z1FNxM6.webp) POS-MET TOP50 visibility growth All three charts show a very similar pattern over time. From May 2025 until the turn of summer and autumn that same year, the number of phrases in each range moved within a narrow, low band, reflecting the limitations of the earlier version of the site. A clear change in the pace of growth begins in autumn 2025, exactly the point at which the fully systematic, monthly optimisation described in the previous section joined the work on content and structure. From that point on, all three curves grow noticeably faster than before, with clear fluctuations typical of a still small sample of phrases in the case of TOP3, and more smoothly for TOP10 and TOP50, and they hold that higher, still rising level right up to the most recent weeks, where there's a further, clear acceleration. Such a close match in timing is strong evidence that the growth we're seeing is the result of the strategy that was implemented, not random market variation or seasonality in the industry. ### Visibility and traffic in Google Search Console Growth in visibility also translates into real traffic generated by search, not just numbers in rankings. ![POS-MET visibility and traffic in Google Search Console](https://justidea.agency/_astro/widocznosc-i-ruch-pos-met-w-google-search-console-1024x272-002594d4.BXN3in___12HyrX.webp) POS-MET visibility and traffic in Google Search Console | pos-met.pl | Start of partnership | July 2026 | Change (%) | | --- | --- | --- | --- | | Clicks | 299 | 688 | +130% | | Impressions | 3.220 | 27.800 | +763% | | Average position | 14.8 | 9.2 | improved by 5.6 | | Average CTR | 9.3% | 2.5% | decreased | Clicks more than doubled, and impressions in search results grew almost ninefold. Progress is even clearer in the average position, which improved from 14.8 to 9.2, meaning the client's site moved statistically **from the middle of the second page of results to the first page**, which in practice means a much greater chance that a user will even notice the result while scrolling. The accompanying drop in average CTR isn't a warning sign, but a natural consequence of such a large increase in impressions: the site started appearing for more general phrases too, at earlier stages of a search, where the user is still browsing available options before narrowing the search down and clicking a specific result. It's worth looking deeper, at the level of individual queries, because that's where you can see where this growth actually comes from. The query "spawalnictwo" (welding, as an industry term) generated 6,128 impressions and 7 clicks in July 2026, despite generating none at all a year earlier. On the other hand, the most measurable growth is visible for the phrase "stół spawalniczy" (welding table), **the main, most competitive product phrase in the whole offer**, where impressions grew from 242 to 3,654, and clicks from 2 to 51. ![POS-MET's best-performing queries](https://justidea.agency/_astro/najbardziej-efektowne-zapytania-pos-met-1024x365-c3119ead.C0hK761j_ZR6JXr.webp) POS-MET's best-performing queries ### Search traffic and engagement The growth in traffic from Google Search Console is also confirmed in user behaviour data on the site, recorded in GA4 exclusively for traffic from Google search (Organic Search). ![POS-MET brand traffic and engagement from search](https://justidea.agency/_astro/ruch-i-zaangazowanie-z-wyszukiwarki-marka-pos-met-1024x249-a0e3587f.BApropZV_Z1z66QT.webp) POS-MET brand traffic and engagement from search The number of sessions from organic traffic grew from 340 to 1,084, more than threefold, and the number of engaged sessions, meaning sessions where the user actually interacted with the site rather than just opening it and closing it straight away, grew from 247 to 683 (+176.52%). The engagement rate fell from 72.65% to 63.01%, and the average engagement time per session fell from 1 minute 19 seconds to 57 seconds. This drop, like the CTR drop described earlier, is a natural consequence of scale: among a more than threefold larger number of sessions, there are naturally more users landing on the site from more general, earlier stages of a search, who spend less time on it than those who, a year earlier, mostly landed there from very precise, product-related queries. Even so, the number of events per session stayed at a similar level, while the total number of events grew almost threefold, from 2,981 to 8,813. ![Structure of users visiting pos-met.pl](https://justidea.agency/_astro/struktura-uzytkownikow-odwiedzajacych-strone-pos-met-pl-1024-b1b5353f.DgLvQA6N_1GLB5A.webp) Structure of users visiting pos-met.pl It's also worth looking separately at the structure of users landing on the site from search. The total number of users grew from 194 to 623 (+221%), of which new users, people who hadn't visited the site before, grew from 172 to 558 (+224%), and returning users grew from 60 to 184 (+207%). Both groups growing at a very similar percentage rate is an important signal: **the site isn't just attracting new visitors, it's also retaining a growing group of people who come back to it again**, which, in an industry where the purchase decision takes time and comparing several offers, is just as important as the first visit itself. In addition, data on individual event types from organic (google/organic) traffic shows exactly where this growth is happening. The number of events in this breakdown grew from 2,676 to 8,198 (+206%), and the number of unique users from 195 to 591 (+203%): page views grew by 249%, session starts by 229%, new visits by 231%, and scrolling, an event that shows genuine engagement with the content rather than just a quick in-and-out visit, by 134%. The number of events per active user in this breakdown stayed at an almost identical level: 14.18 compared with 13.87 a year earlier, which again confirms that **the growth in traffic scale didn't come at the cost of engagement quality**. ![Events on pos-met.pl](https://justidea.agency/_astro/zdarzenia-na-stronie-pos-met-pl-c1e2ab3c.BjEiksC__1mpWGC.webp) Events on pos-met.pl ### Conversion events from organic traffic The growth in visibility and traffic is also confirmed where it matters most for the business: in data on events that lead directly to reviewing the offer and contacting the client, recorded exclusively for traffic from Google search: | Event (google/organic) | Start of partnership | July 2026 | Change (%) | | --- | --- | --- | --- | | Product catalogue downloads (events) | 48 | 180 | +275% | | Users downloading the catalogue | 38 | 150 | +295% | | Contact form starts | 4 | 11 | +175% | The most important result from a business point of view is the growth in the number of product catalogue downloads, the site's main conversion goal, in keeping with the nature of this industry, where the customer wants a full look at the specification before deciding to get in touch. The number of downloads grew almost fourfold, and the number of users downloading the catalogue means that practically one in four visitors from organic traffic in July 2026 downloaded the sales material. This is direct confirmation that **the growth in visibility and traffic translated into real, measurable interest in the offer**, not just numbers in analytics reports. The contact form, although used less often than the catalogue, in line with the industry logic described above, also saw growth, nearly threefold. Both conversion paths growing at a similar percentage rate shows that the improvement isn't random or concentrated in a single type of user action, but covers the whole journey, from first interest in the offer to being ready to get in touch. It's particularly worth noting the relationship between the growth in traffic itself and the growth in catalogue downloads: organic traffic (events and users) grew by around 203-206%, while catalogue downloads grew by 275-295%, noticeably faster than traffic itself. That means not only is the number of visitors growing, but so is the proportion of them who decide to download the sales material. This is a signal that **it isn't just the scale of traffic that improved, but its quality too**: users landing on the site today are better matched to the offer than they were a year earlier, a natural consequence of the site becoming visible for more precise, product-related queries (like "stół spawalniczy" or specific system variants), rather than only general, branded phrases. ### Sample phrases with visibility Below are sample keywords for which the client's site is already visible, along with the average monthly search volume and current ranking position: | Phrase (Polish search term) | Avg. searches/month | Position | | --- | --- | --- | | stół spawalniczy (welding table) | 5.000 | 6 | | stoły spawalnicze (welding tables) | 600 | 2 | | ściski spawalnicze (welding clamps) | 600 | 26 | | stol spawalniczy (welding table, common misspelling) | 500 | 4 | | blat spawalniczy (welding tabletop) | 300 | 2 | | blat do stołu spawalniczego (welding table top) | 150 | 5 | | akcesoria do stołu spawalniczego (welding table accessories) | 90 | 5 | | uchwyty do stołu spawalniczego (welding table handles) | 60 | 12 | It's worth noting that these are mostly general, highly competitive phrases in the industry, matching an early stage of a search ("stół spawalniczy", "stoły spawalnicze"), rather than just names of specific, niche variants. Appearing in top results for such broad queries is a direct result of expanding the categories and product subpages that previously didn't exist on the site in any developed form. Putting all the data above together, the picture is consistent: a growing number of phrases at the top of results, real growth in search traffic, improving traffic quality, and, most importantly from a business point of view, a growing number, growing faster than traffic itself, of product catalogue downloads and contact enquiries. That's at least four independent data sources which, each from its own angle, confirm the same story. The client's organic visibility started accelerating exactly when the work on the site's content and structure reached full speed, exactly as planned in the strategy, and it's holding a higher, still rising level to this day, in a segment as competitive and as well populated by businesses with higher domain authority as the welding table and accessories market in Poland. ## Pos-met.pl case study: summary The welding table and accessories market doesn't forgive one-off, ad hoc SEO actions. The client entered this competition with a real product advantage, quality and price, but also with a real deficit: a limited, underdeveloped website and lower domain authority than part of the competition. That gap didn't disappear because of one big implementation; it closed through many months of work carried out in parallel on two fronts, the old and the newly prepared version of the site. That consistency is exactly what's behind the results described in this case study. Monthly optimisation of content and meta data, regular publication of blog posts and sponsored articles, and expansion of the category and product subpage structure: none of these actions alone would have made the difference. They worked because they came together, run without a break for more than a year, including through the site migration itself. **Visibility in the top search result positions grew several times over**, most strongly, sevenfold, in the TOP50 range, where a broad presence across the whole offer matters, not just individual hit phrases. But the real test of any SEO strategy is whether it translates into genuine interest in the offer, and here the number of product catalogue downloads grew faster than traffic itself, which means **more and more of the visitors landing on the site are genuinely interested in buying**, not just random visitors. The pos-met.pl story is proof that even from an unfavourable starting point, it's genuinely possible to close the gap with bigger, more established competitors. It takes time, consistency and a strategy matched to the specifics of the industry, not an off-the-shelf template. If your business is facing a similar situation, get in touch, we'll look at what can be done in your case. ![Wiktoria Podorska](https://justidea.agency/obrazy/wiktoria-podorska-240x300-4eddb284.webp) Written by [Wiktoria Podorska](https://justidea.agency/en/author/wiktoria-podorska/) SEO Specialist Have a question about this article? Write to us. Want this in your business ## Let's turn this knowledge into results in your store 30 minutes about your numbers. The call starts with someone from sales, and we bring in the channel specialist once we get into the details. The call is free of charge. 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