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- Dultmeier Sales is a fluid handling distributor founded in 1934, selling pumps, valves, hoses and tanks to professional buyers across the United States.
- The site carried a large catalogue with deep technical problems: 8,005 pages invisible to Search Console, 51,421 images with no alt text and 13,488 internal redirect hops.
- We fixed the catalogue at template level, rewrote product pages around real buyer queries, and built the technical guides those buyers search before they shop.
- Organic traffic grew from 6,087 monthly sessions in August 2024 to a peak of 32,963 in April 2026, a rise of 441%.
- The programme delivered roughly 497,000 organic sessions and lifted monthly traffic value from $4,370 to $21,300.
About the client
Dultmeier Sales is a wholesale distributor of fluid handling equipment, in business since 1934. Its buyers are farm operators, agricultural contractors, facility managers, fleet maintenance supervisors, car wash operators and petroleum transfer specialists. The engagement covered the United States.
[CLIENT FACTS]
Headquarters || Omaha, Nebraska, United States
Industry || Industrial and agricultural equipment distribution
Market || United States
Engagement || SEO retainer, Sep 2024 to May 2026
[CLIENT FACTS]
Challenge
Dultmeier had the catalogue and the reputation but almost none of the search visibility that should have followed. In August 2024 the site drew about 6,000 organic visits a month, and the traffic it did earn was overwhelmingly people typing the company name. Buyers searching for the products, rather than the business, were landing somewhere else.
The audit found why. Of the pages we crawled, 8,005 were invisible to Search Console entirely. 51,421 images carried no alt text. 1,182 product variation pages shared duplicate H1 tags, and 13,488 internal links pointed at redirects rather than final URLs. On a catalogue this size, none of that is fixable page by page.
[SOLUTION]
Solution
01 || Fix the catalogue at template level. || Canonical tags on manufacturer pages, duplicate H1 patterns on product variations, paginated duplication and thousands of internal redirect hops were resolved by template and by rule, so tens of thousands of URLs improved at once.
02 || Rewrite product pages around what buyers actually type. || Product titles and descriptions were rebuilt SKU by SKU against real search data, using the size and specification phrasing professional buyers use rather than the manufacturer part numbers the catalogue defaulted to.
03 || Win the question before the purchase. || Technical guides on pressure tank sizing, bolt torque, transfer pump selection and hose specification captured buyers at the point of working out what they needed, then routed them into the catalogue.
[SOLUTION]
Results
Organic traffic rose from 6,087 monthly sessions in August 2024 to 32,963 in April 2026, the programme’s peak. Across the engagement the site earned roughly 497,000 organic sessions.
The commercial measure moved with it. Monthly organic traffic was worth about $4,370 in equivalent paid search spend when the work began and about $21,300 at peak, a rise of 387%. Growth came from non branded demand, the product and specification queries that reach buyers who have never heard of Dultmeier, rather than from people already searching the company name.
Looking ahead
The programme concluded in May 2026 when Dultmeier brought its search activity in house. The technical foundations, the rewritten catalogue and the guide library remain in place.
Figures are Ahrefs estimated organic traffic and traffic value for dultmeier.com including subdomains, measured October 2026. Page and issue counts are from our site audits. Query data is from Google Search Console.
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