Case Study: 3X RFQs in 7 Months for a B2B CNC Machining Company in Detroit
A Detroit based B2B CNC machining company partnered with Goforaeo in January 2025 to build a steady pipeline of qualified quote requests from organic search. They had strong shop capability, but their website was not turning search traffic into real RFQs.
This case study breaks down what we did, month by month, and what changed in the numbers with clear before vs after proof.
Quick snapshot:
This project ran for 7 months from 06 January 2025 to 31 July 2025. Location focus was Detroit, Michigan plus nearby manufacturing hubs within driving distance.
Key outcomes by 31 July 2025:
- RFQs per month: 11 to 35
- Organic sessions per month: 820 to 3,120
- Organic conversion rate (RFQ actions): 1.3% to 2.9%
- High intent keywords in top 10: 14 to 86
- Average time to first page wins: about 6 to 10 weeks for priority service pages
Client background:
This company provides CNC milling, CNC turning, prototypes, and short run production for industrial buyers. Their customers include purchasing teams, engineers, and plant managers who need fast response and clean documentation.
They already had repeat work, but they wanted more inbound requests that matched their capacity and ideal job types.
Starting point in January 2025:
When we started on 06 January 2025, the site looked fine at a glance, but it was not built for how CNC buyers actually search. Most pages were general, and there were not enough strong service pages that matched real RFQ intent.
They also had tracking gaps, so internal teams could not clearly connect marketing activity to quote requests.
Baseline metrics on 06 January 2025:
These numbers were pulled from GA4, Search Console, and the RFQ inbox tracking we set up in week one.
- Timeframe used for baseline: 06 January 2025 to 31 January 2025
- Organic sessions: 820
- Organic users: 610
- RFQs attributed to organic: 11
- Form conversion rate (organic): 1.3%
- Search Console clicks: 410
- Search Console impressions: 28,600
- Keywords in top 10 positions: 14
- Keywords in top 3 positions: 3
- Branded vs non branded clicks: about 62% branded, 38% non branded
What was holding them back:
- One main services page trying to cover everything, so Google had no clear page to rank for specific machining terms.
- Weak internal linking, so important pages were not getting enough visibility or authority within the site.
- Titles and headings were not focused on buyer language like “tolerances”, “lead time”, “materials”, “industries served”.
- Some pages loaded slowly on mobile, and a few templates were heavier than needed.
- RFQ tracking was incomplete, so decision making was guesswork.
Strategy: build a quote ready SEO engine:
We mapped the full search journey from first research to quote intent, then built pages that matched each step.
We focused on three things at the same time: technical health, high intent content, and conversion flow.
Step 1: technical foundation that does not leak leads:
We started with fixes that make crawling and indexing clean, and also make the site faster and easier to use.
- Crawl cleanup: fixed broken links, redirects, and duplicate title patterns.
- Indexing control: improved sitemap coverage and removed thin pages from indexing where needed.
- Speed: compressed images, reduced unused scripts, and cleaned heavy templates.
- Core pages: improved internal linking so top services and industries became clear “hubs”.
- Structured data: added LocalBusiness and service related schema where appropriate.
Step 2: rebuild service pages around real RFQ intent:
For CNC, buyers search very specifically. They do not search for “services”, they search for the exact process, material, or industry requirement.
We built and improved pages such as:
- CNC milling services
- CNC turning services
- Prototype machining
- Short run production machining
- Tight tolerance machining
- Material capability pages (aluminum, steel, stainless, plastics)
- Industry pages (automotive suppliers, industrial equipment, robotics, defense suppliers where applicable)
Each page used simple language, clear capability lists, and proof points that reduce buyer risk.
Step 3: content that answers buyer questions and qualifies leads:
We added supporting content that attracts the right visitors and pushes them toward an RFQ.
- “Can you hold this tolerance?” style explainers
- Lead time guides: what affects machining lead time
- Material selection basics for engineers
- Finish and coating explainers
- DFM style checklists and prep tips before requesting a quote
We kept the writing practical and shop friendly, not fluffy.
Step 4: local and authority signals for Detroit manufacturing searches:
Even B2B CNC has local intent, especially when buyers want quick pickup, supplier visits, or urgent jobs.
We improved:
- Google Business Profile categories, services, photos, and posting rhythm
- NAP consistency across key directories
- Local landing signals: Detroit and nearby areas included naturally, without stuffing
- Industry directories and supplier listings for relevance, not spam
Step 5: conversion tracking and RFQ flow improvements:
More rankings mean nothing if quote requests stay flat. We treated the RFQ path like a system.
- Cleaner RFQ form: fewer fields, clearer CTA, better error handling
- Added “upload drawing” option where possible
- Added trust blocks: certifications, machine list summary, inspection capability, turnaround promises that were realistic
- Call tracking and form tracking set up through Tag Manager and GA4 events
Month by month execution and results:
Below is the monthly progress with both work completed and the numbers that moved. All RFQ counts are unique requests, with spam filtered out.
January 2025: 06 January 2025 to 31 January 2025
We used January to get clean tracking and fix the biggest technical issues fast.
Work completed:
- Full technical audit, crawl cleanup, and indexing review
- GA4 events for RFQ submit, click to call, and email clicks
- Keyword map for services, materials, and industries
- Rewrote titles and meta descriptions for top pages
Monthly metrics:
- Organic sessions: 820
- RFQs from organic: 11
- Keywords in top 10: 14
- Notes: early signs only, because new pages were still being built
February 2025: 01 February 2025 to 28 February 2025
February was about building strong service pages and improving internal linking.
Work completed:
- Published or rebuilt key service pages for milling and turning
- Added internal links from homepage and navigation to money pages
- Updated page copy with capabilities, tolerances, and material ranges
- Improved mobile load speed and reduced heavy scripts
Monthly metrics:
- Organic sessions: 980
- RFQs from organic: 14
- Keywords in top 10: 21
- Search Console clicks: 520
March 2025: 01 March 2025 to 31 March 2025
March focused on intent expansion: prototypes, short runs, and tight tolerance.
Work completed:
- Published prototype machining and short run production pages
- Added FAQ sections based on real customer questions
- Created first batch of supporting blog content for buyer questions
- Started Google Business Profile weekly posts and photo updates
Monthly metrics:
- Organic sessions: 1,320
- RFQs from organic: 19
- Keywords in top 10: 33
- Keywords in top 3: 9
- Notes: first clear jumps in non branded queries
April 2025: 01 April 2025 to 30 April 2025
April was about building industry relevance and strengthening authority signals.
Work completed:
- Published industry pages for automotive suppliers and industrial equipment
- Added internal links from blogs to service pages using natural anchors
- Directory cleanup and NAP consistency push
- Started outreach for supplier directory listings and relevant mentions
Monthly metrics:
- Organic sessions: 1,760
- RFQs from organic: 23
- Keywords in top 10: 49
- Search Console impressions: 61,400
May 2025: 01 May 2025 to 31 May 2025
May focused on improving lead quality and conversion rate, not just traffic.
Work completed:
- RFQ form improvements: fewer fields, clearer job details prompts
- Added trust proof sections to service pages
- Built material capability pages with clear machining notes
- Added a simple “What happens after you request a quote” section
Monthly metrics:
- Organic sessions: 2,150
- RFQs from organic: 27
- Organic conversion rate: 2.4%
- Keywords in top 10: 63
June 2025: 01 June 2025 to 30 June 2025
June was about scaling what worked and tightening technical performance.
Work completed:
- Content refresh for pages ranking between positions 8 to 20
- Added comparison style content like milling vs turning use cases
- Improved internal linking depth for secondary services
- Continued authority work with relevant manufacturing directories
Monthly metrics:
- Organic sessions: 2,740
- RFQs from organic: 31
- Keywords in top 10: 78
- Keywords in top 3: 21
July 2025: 01 July 2025 to 31 July 2025
July consolidated wins and pushed key terms into top positions.
Work completed:
- Updated top pages with stronger media: machine photos, inspection shots, process visuals
- Added more specific FAQs for tolerances, finishes, and file formats
- Strengthened location signals around Detroit without overdoing it
- Built a tighter internal link loop between services, materials, and industries
Monthly metrics:
- Organic sessions: 3,120
- RFQs from organic: 35
- Organic conversion rate: 2.9%
- Keywords in top 10: 86
- Search Console clicks: 1,340
Before vs after proof:
To keep this clean, we compare the first full baseline month inside this project against the last month of the 7 month period.
Comparison windows:
- Before window: 06 January 2025 to 31 January 2025
- After window: 01 July 2025 to 31 July 2025
RFQs and lead quality:
- RFQs per month (organic): 11 to 35
- Increase: 3.18X
- Quality notes from sales feedback:
- More requests included drawings and clear quantities
- Fewer vague “how much does machining cost” messages
- More buyers asked about lead time and inspection, which usually signals real projects
- More requests included drawings and clear quantities
Organic visibility:
- Organic sessions per month: 820 to 3,120
- Increase: 280%
- Keywords in top 10: 14 to 86
- Keywords in top 3: 3 to 28
- Non branded share improved because service pages started ranking for process terms instead of only company name searches
Conversion improvement:
- Organic conversion rate (RFQ actions): 1.3% to 2.9%
- Main reasons this improved:
- Better matching between search intent and landing page content
- Stronger trust proof near the RFQ call to action
- A simpler RFQ form with clearer guidance
- Better matching between search intent and landing page content
Tools used:
We used a small set of tools consistently, because the real work is in execution and iteration.
Core SEO and tracking tools:
- Google Search Console: indexing, query growth, and page level CTR
- Google Analytics 4: organic traffic, engagement, and conversion events
- Google Tag Manager: clean event tracking for RFQ submits and calls
- Looker Studio: monthly reporting dashboard for quick decisions
Research and technical tools:
- Ahrefs: keyword research, competitor gap checks, link opportunities
- Screaming Frog: crawling, redirects, metadata checks, internal linking audits
- PageSpeed Insights and Lighthouse: performance checks and Core Web Vitals signals
Local and UX tools:
- Google Business Profile: local visibility and trust signals
- Microsoft Clarity: behavior insights on key landing pages
- Call tracking (when available): to attribute phone inquiries from organic visits
What made this work:
This result did not come from one trick. It came from doing the basics better than competitors, then repeating what worked.
Key factors:
- We focused on high intent pages first, not random blog traffic.
- We used simple page layouts that answer buyer questions fast.
- We improved internal linking so Google could understand page importance.
- We measured RFQs properly and improved the path to conversion.
- We shipped updates every month, so compounding kicked in by month 3 and month 4.
Lessons for other CNC and industrial B2B companies:
If you want more quote requests, your site needs to behave like a sales engineer, not a brochure.
Practical takeaways:
- One generic “services” page is not enough for CNC.
- Build separate pages for processes, materials, and industries.
- Add proof that reduces risk: inspection, tolerances, certifications, capacity, lead times.
- Track RFQs properly, including calls and emails.
- Update pages that are close to page one, because small improvements often create big jumps.