Building search visibility around how overseas buyers specify products

The brief

The company wanted international search visibility but its existing site grouped many different products and applications into a small number of broad pages. Search engines and buyers received little help identifying the best answer for a specific requirement.

The challenge

Publishing more articles would not solve an unclear commercial structure. Product terminology varied by country and buyer type, while several high-volume phrases were too broad to signal a serious purchasing need.

Work completed

• Compared target markets, buyer terminology and ranking competitors.
• Separated product, application, material, capability and guide intent.
• Mapped one primary job to each commercial page to reduce internal competition.
• Defined supporting content that answered specification and selection questions.
• Connected visibility reporting to qualified inquiries rather than traffic alone.

Evidence and findings

• The research exposed meaningful differences between internal product names and buyer search language.
• Commercial categories required dedicated pages rather than one catalogue index.
• Several proposed articles belonged inside product or capability pages instead of a separate blog.
• Country expansion needed localisation and market support, not automated translation.

The outcome

The manufacturer received a publication roadmap and site structure that could grow without creating duplicate pages. Website, content and sales priorities were aligned around the same buyer journeys.