Manufacturing SEO & CRO National
Background Information
Valco Valley Tool & Die is a complete metal parts manufacturing company located in North Royalton, Ohio. When we started working with them, Valco had just launched a brand-new website, and both leads and traffic to their site were down.
Initial Situation and Goals of the Campaign
The main goal of the campaign was to increase the quality of online leads. We did this through a variety of manufacturer digital marketing strategies dedicated to enhancing their organic presence on search engines.
What We Did to Help
Search Engine Optimization
Given our experience with SEO services for manufacturing companies, we first researched common and alternative names for their main products, who was looking for them, and what exactly they were being used for. It turned out that their customers used a variety of terms to search for their main product line, snap buttons. Once we determined exactly how to best serve the needs of Valco fabrication customers and optimized the website to meet these preferences, we drove more visits to the site than ever before.
Conversion Optimization
We modified key pages within the existing design to create a greater “call-to-action” to contact Valco. We also supplemented key pages with both photos and videos to reinforce the company’s branding and capabilities. Both measures led to incredible success.
Results of Our Work
Comparing their data to the year prior, we saw amazing results, such as:
- 114% increase in visits per month (2,910 vs. 1,362)
- 543% increase in online inquiries per month (135 vs. 21)
- Site conversion rate increase from 1.54% to 4.6%
Years later in 2019, we redesigned their website and moved them into WordPress.
And as we continued our SEO work with their new website, they saw:
- Conversion rates increase by 200%
- Monthly leads increase by 46%
But that’s not all! Now in 2026, we’ve continued to see great results as we’ve adjusted to AI search and other changes in the industry.
Here is How Their Strategy Has Evolved Over Time
More than a decade into the engagement, the Valco relationship has become one of the longest-running partnerships in our agency’s history. The work has grown well beyond the original SEO and CRO scope into a layered, always-on program that reflects both how manufacturing buyers search today and how deep the collaboration with the Valco team has become.
A Page for Every Material, Part, and Industry Valco Serves
Engineers don’t search generically. They search for very specific combinations, things like “titanium stamping,” “stampings for busbars,” or “metal stamping for oil and gas.” We mapped out that grid of materials, applications, and industries, then built dedicated pages for each cell. Material pages, application pages, and industry pages, all connected together to capture the exact language buyers use.
Content Pulled Out of the Client’s Head and Off Their Shop Floor
In a highly technical niche, generic content loses. So we drove out to the facility to capture photos and audio directly from the shop floor, turned that raw material into videos and posts, and had Valco’s own engineers review the money pages for technical accuracy. The result is content that reads and looks like it came from someone who actually stamps metal for a living, which is a real differentiator when your buyer is an engineer.
A More Usable Site for a Text-Heavy Category
Metal stamping content can quickly turn into walls of specification text. We redesigned page templates, added graphics, charts, and infographics to break up dense pages, cleaned up the mega menu, and added clearer breadcrumbs to help visitors navigate a deep site. We use Microsoft Clarity to spot friction points and confirm the fixes are working.
Linkable Assets Built From Boring Industry Data
In a niche where earning backlinks is genuinely tough, well-researched statistics and trends posts (covering topics like reshoring and domestic manufacturing) have become some of the strongest link builders on the site. Once built, those assets get refreshed with new data annually instead of rewritten from scratch.
Consistent Off-Site Work Every Single Month
We show up off-site every month with expert-source and PR-style link building, directory work, and unlinked-mention cleanup. Nothing flashy, just consistent effort applied on a monthly cadence rather than in occasional bursts.
Internal Linking Treated as a Monthly Job
With a site that has grown to hundreds of pages, internal links with intentional anchor text are how authority and context actually reach the money pages. Reviewing and improving the internal linking map is a monthly task, not a one-time cleanup.
Ongoing Updates to the Pages That Already Work
The pages that perform get regular attention: new keyword variations, added FAQs, comparison tables, and “key takeaways” summaries. We also fully reformatted our single highest-traffic post to keep it competitive. Pages left alone slowly slide down the rankings, so refreshing what works is one of the highest-leverage moves at this stage of the engagement.
Latest Results
The compounding effect of years of work continues to show up in the numbers. As of June 2026:
- Just under 70 organic leads alone in June, beating the monthly goal
- First-time calls from organic search up 75%
- 348 keywords now ranking in Google’s top 3, including the #1 spot for a core metal-stamping money term
- Organic traffic up 25% year-over-year
“We have been working with the Sixth City team for about 6 years now and they have really helped us build our online presence. We work monthly hand in hand to come up with new campaigns and strategies. They are always thinking of new ways to generate leads and they are there for anything we need. They are also in the process of building our new website and I am so excited about the launch. It looks great! I love working with Sixth City and look forward to it for many more years to come!”
– Sarah Wentz, Valco Valley Tool & Die