Industrial SEO & AI search.
Founded by a mechanical engineer.
SEO & AI search connect manufacturers with the buyers and engineers who are looking for a supplier right now, in Germany and around the world. We help international companies enter the German market, and German hidden champions* win customers worldwide. Years in industry taught us how capital equipment is bought.
* Hidden champions: companies that lead the world market in their niche while remaining largely unknown to the public. The term was coined by Hermann Simon.
100%
of its new machine sales came through online search.
Why manufacturers switch SEO agencies
Companies often tell us their previous agency doesn’t understand what they do. It’s the main reason they come to us.
There’s a reason for it. Many agencies use methods built for large markets: broad keywords, high search volume, automated campaigns. But an industrial niche supplier doesn’t have two thousand prospects a month. It may have twenty potential inquiries, worldwide. Only someone who understands the technology will find the search terms that lead to those inquiries.
A machine manufacturer in Bavaria worked with an SEO agency before us. In our case study, the company explains why that didn’t work: the agency didn’t understand its technical niche.
And the stakes are rising. Specs are now drafted with AI, and suppliers are shortlisted before anyone sends an inquiry. If you don’t show up in that research, your competitors make the shortlist instead.
Our clients in manufacturing and industry
Every niche is different. Strategy follows the niche.
Almost half of the world's hidden champions are based in Germany: 1,573 companies, according to Hermann Simon (Hidden Champions – Die neuen Spielregeln im chinesischen Jahrhundert, Campus, 2021). Whether you're one of them or competing against them in Germany, your niche decides how you get found. That's why, as an industrial SEO agency, we don't sell off-the-shelf strategies. We build one for your niche. We bring two things with us. The third we learn from you.
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How your customers buy
We've been on both sides of the table with capital equipment, in sales and leading purchasing. We know how long a decision takes, who has a say, and that some specs are already being written with AI.
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What your technology can do
Before we talk about keywords, we talk about your niche, your market, your processes, tolerances and operating limits. An agency that doesn't understand your technology won't find the terms your customers use to search for it.
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What makes your niche special
Every client starts with a kick-off workshop. Together we define your niche, your goals and who buys from you. Until we understand that, we don't talk about marketing methods and KPIs.
Results from manufacturing. Check the numbers.
On a call, we're happy to walk you through more case studies, including some we don't publish out of respect for our clients.
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Laserhub · Manufacturing platform
+343%
visitors from organic search
Growth in organic search traffic to the product pages, at a company with its own in-house SEO team. Plus 20% more new customer sign-ups from organic search, year over year.
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Machine manufacturer in Bavaria
> 50%
of all new inquiries come through the website
Inquiries now come from all over the world, and the product pages get six times as many visitors as before. The company is under NDA, so we don't name it.
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Pebot · Robotics and automation
2 weeks
to the first inquiry
Pebot started from scratch, with no existing contacts in the market. The first inquiry came after about two weeks. After six weeks, Pebot was at the top of Google for its core topics, organically and with ads.
SEO, AI search, websites, Google Ads: one goal, qualified inquiries.
Four channels from one partner, right through to publishing in all your languages.
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Search engines
SEO for manufacturers
We find the terms buyers and design engineers actually use to search for your products, and we build the pages for them. That's the foundation for every other channel.
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AI search
AI search optimization for manufacturers
We work to get you recommended by AI systems like ChatGPT, Perplexity or Google's AI Overviews when someone asks for a supplier. That's where part of the shortlisting happens today.
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Websites
Manufacturing website design for industrial companies
Built to free up your marketing team as much as possible: new content goes live through our workflows and an interface, in all your languages. You can still edit every line yourself.
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Google Ads
Google Ads & PPC for manufacturers
Set up manually, because automated bidding doesn't get enough data in small niches. Google Ads brings in inquiries while organic visibility grows. Combined with SEO and AI search, buyers find you in AI answers, organic results and ads at the same time.
You approve. We do the rest.
The most common obstacle isn’t budget, it’s time. That’s why we also offer full-service support: we take care of the writing, the ads and getting it all onto your website. You review and approve.
That takes the workload of a part-time to full-time marketing position off your plate, without you having to recruit or train anyone. If your team prefers to write, choose our basic support: we plan and manage, your team writes.
We use AI tools in content creation; every text is reviewed by engineers for technical accuracy, and approval stays with you.
On a call, we’ll work out what this could look like for you. Free consultation
International SEO and AI visibility for manufacturers
We've worked with companies from Germany, the Czech Republic, Switzerland, Italy and Sweden. That gives us something you can't look up: a sense of which markets you can win through search alone, and which also need a local office.
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Enter the German market
Suppliers in Germany are shortlisted during research too, on Google and increasingly in AI answers. We help international manufacturers get found there by German buyers and engineers, entering the market through search. For German manufacturers, we do the same in their home market.
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Win new markets
If you only have a handful of competitors worldwide, you don't need a sales team in every country. You need to be found where people do their research. An English website already reaches India, Southeast Asia and every English-speaking market, and that's where most companies start. We also regularly support clients entering specific international markets.
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Multilingual and technically sound
This is where most companies fail. A native-speaking engineer spots a weak technical translation within two sentences, and if Google can't tell which language version belongs to which market, the wrong one shows up. Our translation workflows produce content that technical specialists accept.
International SEO for manufacturers and German market entry →
13 years in industry. In search since 2015.
eingenetzt was founded by mechanical engineer Dennis Redder, who holds a Dipl.-Ing., the German engineering degree. From 2007 to 2020, he worked as an engineer at industrial companies, and as lead project manager he delivered industrial projects worldwide worth more than €100 million in total. He is a certified Project Management Professional (PMP) of the Project Management Institute and has worked in search marketing since 2015, at first alongside his job in machinery and plant engineering.
- Dipl.-Ing. Mechanical engineering
- PMP Certified
- Since 2015 Search marketing
Four steps. No guesswork.
Free and no obligation
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Free consultation
More than a get-to-know-you call: we look at where you stand, ask about your niche and talk about your goals. Afterwards, you'll know whether working with us makes sense for you, even if the answer is no.
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Detailed proposal
In a detailed proposal, we explain how we'd approach your project. It lists every price, so you know exactly what it will cost before you decide.
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Strategy development
Once you decide to go ahead, we start with a thorough kick-off, followed by in-depth research and a complete plan with a roadmap and priorities.
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Implementation and support
Depending on the package, you implement under our guidance or we do all of it. The top priority is inquiries, not clicks and impressions.
SEO is a tool for growth, not for emergencies. If you needed new orders yesterday, it isn't a smart investment.
FAQ about industrial SEO & AI search
How is industrial SEO different from SEO in other industries?
In manufacturing, nobody searches for “machine.” People search for the process, the component, the standard or the problem, often with single-digit or low double-digit search volume. But each inquiry can lead to a high-value order, with a long decision process and several people involved. That’s why industrial SEO isn’t about getting as many visitors as possible. It’s about the few right ones, and it’s measured by inquiries. More on our approach: SEO for manufacturers.
What's the difference between SEO and AI search?
SEO is about ranking at the top of Google’s results. AI search is about being named as a source or supplier in the answers that ChatGPT, Perplexity or Google’s AI Overviews give. The foundations overlap, but the work isn’t the same. Because buyers increasingly do their early research with AI, the two belong together.
Our search volumes are tiny. Is it still worth it?
Yes, especially then. For a machine manufacturer in Bavaria from our case studies, a new customer is typically worth €100,000 to over €1 million, so a single additional customer a year pays for the work. Small volumes also often mean little competition for exactly those searches.
Is there a minimum contract term?
Yes, but a short one: usually three months, so we can build the foundation for your niche. After that, the terms are flexible. Clients who stay do so because it pays off.
Do we need an agency in our own country?
No. An agency in the next town won’t help you in a global niche market. If Germany is your target market, you get a partner based in Germany who knows how German buyers and engineers search. If you want to win customers worldwide, you need a partner who knows how niche manufacturers get found in international markets. We work with you through a kick-off workshop, video calls and approvals, so location doesn’t matter.
Know where you stand before you invest.
On a free, no-obligation call, in English or German, we'll show you what people search for in your niche, who gets found there today and what that means for you.