B2B manufacturing · International SEO case study
From a new website
to international demand.
Development, content and SEO, shaped around how beauty brands choose a manufacturing partner.
I led the website development alongside the development team, and directed content creation and SEO from launch.
Explore the results
From a new website → Ongoing enquiries
Starting point
A brand-new website.
No existing enquiry channel.
From zero to a three-month average
33Enquiries
Enquiries
per month.
US and international buyers.
Many are premium beauty brands.
Average across June–August: 99 reported conversions over three months.
- Industry
- Beauty products manufacturing
- Client’s original market
- China
- Target markets
- United States & international
- Development, content & SEO
- Nine months of performance data
Client identity withheld.
From zero enquiries.
To 39 in a month.
In the highly competitive beauty industry, a new supplier website needs to earn attention and trust. Monthly conversions reached a peak of 39, with an average of 33 a month across June to August.
Monthly search impressions
Monthly conversions
Baseline → peak monthly results: conversions and clicks peaked in July; impressions in June.
Beyond traditional search
Buyers also arrived
through AI platforms.
Client-provided analytics recorded 500 AI referral sessions, including traffic from ChatGPT. Search-friendly supplier content also became a resource for people discovering the business through AI.
Recorded referral visits, not AI citations. This earlier reporting period is separate from the nine-month search chart below.
From launch through August
Search visibility.
Real enquiries.
Three views of the same journey.
Select a month to explore the results.
Search clicks
251Visits from Google organic search.
Impressions
12,629Appearances in Google search results.
Lead generation
39Reported enquiries / conversions, across channels.
July: 251 clicks, 12,629 impressions and 39 conversions.
View monthly data and measurement notes
| Month | Clicks | Impressions | Enquiries / conversions |
|---|---|---|---|
| December 2025 | 22 | 119 | 0 |
| January 2026 | 75 | 1,106 | 14 |
| February 2026 | 100 | 7,141 | 8 |
| March 2026 | 187 | 13,340 | 20 |
| April 2026 | 206 | 13,433 | 19 |
| May 2026 | 212 | 15,938 | 25 |
| June 2026 | 246 | 17,457 | 33 |
| July 2026 | 251 | 12,629 | 39 |
| August 2026 | 234 | 17,202 | 27 |
Sources: Google Search Console for search clicks and impressions; client-provided data for enquiries and conversions. Conversion counts cover multiple acquisition channels and do not represent sales.
Client background
A manufacturer.
A website built from zero.
The client operates in beauty products manufacturing, with an original market in China and an international growth focus led by the United States. The product context spans everyday nail and foot-care items, such as press-on nails, nail lamps, press-on toenails, remover pens and electric pedicure drills for foot care.
In a crowded market, the website needed to answer practical supplier questions: minimum order quantities, production capacity, packaging and quality control. The commercial focus was OEM, ODM, private-label and custom manufacturing.
The challenge was to turn manufacturing expertise into a credible first point of contact for overseas buyers.
Build around
the supplier decision.
I led development with the development team, directed content creation and managed SEO. The work connected buyer research with commercial pages and enquiry forms.
Development leadership
Build the website with search in mind.
Search and content requirements informed the new website from the outset.
SEO health checks and Search Console indexing fixes kept useful pages discoverable.
Internal links guided visitors from advisory articles to relevant commercial pages.
Content leadership
Answer the questions before the enquiry.
Content addressed sourcing, order quantities, lead times, packaging and quality control, helping buyers assess the manufacturer before making contact.
Authority and discovery
Expand the public information footprint.
Industry placements, backlink work and press-release distribution expanded the manufacturer’s third-party presence.
Visibility where
buyers look for suppliers.
7 of 10 tracked commercial keywords reached the top 3 in the selected US benchmark set, across three buyer-intent themes.
4At No. 1
7In the top 3
9 / 10On page one
Supplier discovery
Help overseas buyers find a manufacturing partner with the right capabilities.
Private-label sourcing
Explain the options for brands developing their own product range.
Custom manufacturing
Answer practical questions about specifications, production and quality.
Aggregate results from ten selected commercial keywords in the original review. Exact keywords are withheld for client confidentiality.
How to read these results
Data sources. Google Search Console for organic clicks and impressions, December 2025 to August 2026. Enquiries, conversions and AI referral sessions are based on client-provided analytics. AI referral data covers February to 20 June.
Ranking results. Based on ten selected US commercial keywords. Client identity and exact search terms are withheld.
Could your expertise
reach a wider market?
Planning a new website or expanding into overseas markets? Let’s connect your development, content and SEO around the buyers you want to reach.
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