Client Overview
Industry: Industrial Filtration & Manufacturing (B2B)
Partnership Type: Agency Partner (SEO strategy by Well Optimized SEO, implementation by the agency)
Goal: Protect search visibility through a post-acquisition rebrand and turn the new website into a steady source of qualified leads
Summary
A full-service marketing agency brought us in to lead SEO strategy for one of its clients, a leading filtration manufacturer going through a post-acquisition rebrand. While the agency handled the redesign and day-to-day implementation, our team provided the SEO and AI search roadmap behind it. In the first five months, organic search generated 22 qualified leads and six closed deals worth $240,000, a return of more than 14x the client’s investment. Organic search is now the company’s primary revenue-driving channel.
The Challenge
After acquiring another well-established manufacturer, the client needed to combine two brands and two websites into one, without losing the search visibility either company had built. A new website on its own wasn’t going to deliver the growth they wanted. The agency needed a dedicated SEO partner to make sure the rebrand protected existing rankings and set the new site up to generate leads.
Key issues:
- Rebrand risk: A redesign and brand change can quickly erase organic rankings if SEO isn’t planned from the start.
- Two websites, one brand: The acquired company’s site and its search authority had to be folded into the new brand.
- Lead generation gap: The company needed more qualified B2B leads, not just a better-looking website.
- Changing search behavior: Buyers were starting to research in AI-powered search tools, not just Google.
Objective: Keep the brand’s search equity intact through the rebrand, consolidate both companies’ digital authority, and build an SEO and AI search foundation that drives qualified leads and closed revenue.
The Partnership
This project is a strong example of how our agency partnerships work. The agency owned the client relationship, the website redesign, and implementation. Well Optimized SEO worked behind the scenes as the SEO strategy team, delivering the research, recommendations, and direction the agency’s team put into action.
The Strategy
We guided a 3-phase SEO and AI search strategy combining rebrand protection, technical and keyword optimization, and content built for both traditional and generative search.
- Rebrand & Website Consolidation Planning
- Built SEO planning into the redesign to protect organic performance during the rebrand
- Mapped out how to merge the acquired company’s website and its search authority into the new brand
- Gave the agency’s team clear SEO requirements to follow throughout the build
- Technical SEO & Keyword Strategy
- Delivered technical SEO recommendations to improve search visibility and user experience
- Researched and prioritized high-value keyword opportunities within the filtration industry
- Guided ongoing website updates in line with SEO and AI search best practices
- Content Strategy for Traditional & AI Search (GEO)
- Built a regular blog content plan around the questions buyers actually ask
- Aligned each piece with search intent so it could rank in Google and be cited in AI-powered search results
- Applied generative engine optimization (GEO) principles to position the brand as a trusted source in its niche
The Results
Results started showing within a few months, and lead volume picked up sharply in the back half of the first five months.
Organic Growth
- Protected organic visibility through a full rebrand and website consolidation
- Organic search became the company’s primary revenue-driving channel
Conversion Impact
- 22 qualified leads in the first five months, with 20 of them coming in the second half of that period
- Six closed deals attributed to SEO, totaling $240,000 in revenue
- More than a 14x return on the client’s investment in the first five months
- Three additional deals closed through direct traffic
Emerging Visibility
- Content was built to be found and cited in AI-powered search, not just traditional rankings
- The brand is positioned as a go-to resource for buyer questions in its industry
The Takeaways
A rebrand is one of the riskiest moments for a company’s search visibility, and one of the best chances to grow it. By building SEO into the redesign from the start and pairing it with a content strategy made for both Google and AI search, this manufacturer came out of its acquisition with a stronger website. Within five months, organic search was producing qualified leads and closed revenue at more than 14 times the cost.
For agencies, this project shows what a strong SEO partnership looks like. The agency kept ownership of the client relationship and the build, while our team supplied the SEO and GEO strategy that turned a new website into a revenue channel.
If your agency wants to offer results like these without building an in-house SEO team, our outsourced and white label SEO services are built for exactly that.