Commercial Kitchen Stainless Steel Fabrication SEO Case Study
From zero to 300+ keywords with leads in three weeks: the power of commercial intent from day one
No domain. No backlinks. No content. No Google presence whatsoever. This commercial kitchen stainless steel fabricator in Melbourne needed a website that would start generating enquiries from search as quickly as possible. We launched in October 2025 and had leads coming through within three weeks.
That’s not typical. Google usually takes six to twelve months to fully trust a new domain. But when you build a site with laser focus on commercial intent, structure every page around buyer search terms, and launch with technical excellence, you can compress that timeline dramatically.
Built for Search from Day One
We structured every page around the search terms commercial buyers use when sourcing stainless steel fabrication and commercial kitchen fitout services. Product categories, service pages, and industry-specific landing pages were all optimised before the site went live. The focus wasn’t on ranking for everything, it was on ranking for searches that lead to enquiries.
The result is month-over-month growth that demonstrates what focused commercial intent delivers. From 2 first page keywords in October to 81 in January. From 23 total keywords to 302. That’s not gradual growth, that’s compounding momentum.
Month-Over-Month Growth
The progression tells the story of Google learning to trust a well-built site:
| Month | Clicks | Impressions | Keywords | First Page |
|---|---|---|---|---|
| October 2025 | 19 | 231 | 23 | 2 |
| November 2025 | 46 | 634 | 86 | 21 |
| December 2025 | 50 | 1,150 | 147 | 53 |
| January 2026 | 65 | 2,896 | 302 | 81 |
First page keywords grew from 2 to 81 in four months. That’s 40x growth. Impressions went from 231 to 2,896, a 12x increase. Every month builds on the previous one because the foundation was built correctly from day one.
Where They Are Now
| Metric | First 90 Days | Current 90 Days | Growth |
|---|---|---|---|
| Ranking keywords | 178 | 387 | +117% |
| First page keywords | 66 | 133 | +102% |
| 90-day clicks | 115 | 163 | +42% |
| 90-day impressions | 1,926 | 4,700+ | +145% |
| Average position | 35.4 | 35.1 | +0.3 places |
| 4-month total clicks | — | 180 | |
| 4-month total impressions | — | 4,900+ | |
First 90 Days = October to December 2025, the first three months after site launch.
Current = the most recent 90-day period as of January 2026.
Clicks = the number of times someone clicked through to the website from Google search results.
Impressions = the number of times the website appeared in someone’s Google search results. An impression counts every time the listing shows up, whether or not someone clicks on it.
Average position = the average Google ranking across ALL tracked keywords, not a hand-picked selection.
Ranking keywords = the number of different search terms Google shows the website for in search results.
First page keywords = keywords ranking in positions 1-10, meaning they appear on the first page of Google search results where most clicks happen.
All data filtered to Australian searches via Google Search Console. Data current as of January 2026.
Four months is still early for SEO. Google typically needs six to twelve months to fully trust a new domain. But with leads coming in from week three and month-over-month growth compounding consistently, the trajectory is clear. Each search term represents a potential commercial buyer doing research, and when they find this business in Google’s results, they’re already looking for exactly what this fabricator provides.
Starting a new business and need to be found on Google? Get in touch. We build websites that rank from launch.
Frequently Asked Questions
How We Report These Results
Australian data only. Every number on this page comes from Google Search Console filtered to Australia. Unless specifically stated otherwise, we report on Australian search performance because that’s where our clients’ customers are. Worldwide numbers would inflate the results, and inflated numbers help nobody make good decisions.
Average position means ALL keywords. When we say average position improved from 42 to 27, that’s the average across every single keyword that site ranks for. Hundreds of them. Sometimes thousands. We don’t cherry-pick the best performers and ignore the rest. You’re only as good as your lowest-ranking keyword, and everything moves together. If we’re doing our job properly, Google expands the keywords, the synonyms, and the search terms you appear for as it recognises your site deserves to be there.
This is a process of proving to Google that your website should be the one people see when they search for what you offer. That proof builds over months, not days. It’s why consistency matters more than any single tactic.
Why SEO and Google Ads Work Better Together
We don’t recommend running Google Ads without SEO. The two have a symbiotic relationship that most businesses miss.
Google Ads fills the gaps where your SEO hasn’t reached yet. You’re paying to appear for the searches you haven’t earned organically. But those paid visits do more than generate leads directly. When someone clicks your ad and completes their search on your site, that signals to Google that your site satisfied the searcher. We call this a completed search session, and it’s one of the strongest signals you can send. That signal helps your organic rankings.
So Google Ads doesn’t just fill gaps… it actively helps your SEO by proving to Google that your site deserves to rank for those terms.
As your SEO builds and you start ranking organically for more terms, you can pull back your ad spend on those keywords and redirect it to the terms where you still need coverage. The result: your total cost per lead drops over time while your visibility keeps growing. Running only one is leaving results on the table. Both together compound each other’s effectiveness.
Want to understand how SEO and Google Ads would work together for your business? Talk to us and we’ll map it out for you.