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An SEO audit for a steel fittings manufacturer

A Mumbai pipe-fittings and flange manufacturer with ISO and PED certification and about 1,136 pages. Big catalogue, weak rankings. I audited the site, the competitors and the Google Business Profile, and turned it into a 26-step plan.

The audit report delivered to the client
The audit report delivered to the client · client name hidden

01The business

A big catalogue that Google did not trust

Industry
Manufacturing · stainless steel pipe fittings & flanges
Market
India and export (oil & gas, refineries, power)
Delivered
2026
Scope
Technical SEO, content, competitors, buyer search behaviour, Google Business Profile

The site covered almost every fitting, flange and grade the company sells, far more pages than most competitors. But it was really four separate systems sharing one menu, and they disagreed with each other: different phone numbers, different opening hours, missing settings and a blog that stopped in 2022. Google was getting mixed signals.

02Summary

Six areas scored, five problems ranked

The report opens with a one-page scorecard and the five problems costing the most, written for the owner, not for an SEO.

Executive summary page: scores for technical setup, content, competitors, buyer searches, Google Business Profile and brand consistency
Executive summary · scorecard and the top 5 problems

03Technical

Four websites pretending to be one

  • 988Sitemap URLs checked one by one
  • 148Pages missing from the sitemap
  • 11Dead links in menus and footer
  • Main site in plain HTML, plus two WordPress installs from 2020 and a third for the blog: separate settings, slowly drifting apart.
  • 139 page addresses (1 in 7) spelled "manufaturer" instead of "manufacturer".
  • No structured data anywhere: Google had to guess the company name, address and products.
  • Key pages (About, Contact, Quality) missing canonical tags and meta descriptions.
Technical problems page: the four systems table and the URL spelling analysis
Technical problems · four systems, 988 URLs checked

04Content & trust

The strongest proof was invisible

  • The ISO 9001:2015 and PED 2014/68/EU certificates appeared only in the logo image, never in text Google can read.
  • Product category pages had a heading, one image and 45 links: no text at all.
  • Three phone numbers and four sets of opening hours were live at the same time.
  • Spelling mistakes in the homepage paragraph Google is most likely to show in results.

05Competitors & buyers

Where the buyers go instead

Competitors answered "why should I trust you with this order?" with named approvals, prices, stock lists and customer names. Locally they had 9 to 26 Google reviews against 4. And buyers search in stages: learning, comparing materials, comparing suppliers, then buying. The site only answered the last stage.

Buyer search stages table: learning, comparing materials, comparing suppliers, ready to buy, looking for you
Buyer search stages · what buyers type and whether the site answers it

06The plan

26 actions in three stages

Weeks 1–3

Quick fixes

One phone number and one set of hours everywhere, schema, certificates on the Quality page, spelling, dead links and a review drive.

Weeks 4–10

Structure

Fix the 139 URLs once, write the 21 category pages, rebuild the sitemap, merge the old WordPress installs and build a factory page.

Months 3–6

Growth

Size and pressure charts, material comparisons, a restarted blog with a named author, real city pages and published price ranges.

Action plan page: step 1 quick fixes table with action and result
Action plan · every step with the result it should bring

Selling to engineers and buyers in a technical B2B market?

I audit your site the way your buyers search, and give you a plan your team can follow step by step.

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