Soest Machinery is a Dutch manufacturer of industrial finishing equipment, including machines for coating, painting, gluing and sanding. When they decided to launch an entirely new domain and website, they brought in Flii for an integrated SEO strategy.
Moving to a new domain carries serious SEO risks: losing existing authority, losing indexing and rebuilding the entire URL structure. At the same time, there was no clear content strategy that matched how the target audience (buyers and technical managers at industrial companies) actually searches.
So the challenge had two sides: guiding a safe domain migration and setting up a tailored search engine strategy for a highly specific B2B market.
We started with in-depth keyword research. Not on broad terms such as "sanding machine", but on the specific search intent of professional buyers: model names, technical specifications, applications. That insight shaped the entire page structure.
Every old URL was carefully mapped to the new structure. We implemented a watertight 301 redirect strategy, checked canonical tags and ensured a flawless handover in Google Search Console.
For each product category we built landing pages with detailed technical specifications. Decision-makers in industrial purchasing want detail: what voltage, what throughput speed, which adjustable parameters. Those specifications were not only worked out in full, but also structured correctly for crawlability and featured snippets.
Every page has a prominent call to action with a real face and clear positioning of expertise. Visitors can get straight in touch with someone who knows the product inside out.
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