Search clicks up 6.7x for an industrial fastener supplier

Client background

This industrial fastener supplier stocks over 30,000 fastener SKUs, including bolts, nuts and washers, and produces non-standard custom parts for overseas industrial buyers. Its customers are procurement teams, maintenance operations and manufacturers that need reliable stock and custom runs.

The query mix points to English-speaking buyers, mainly in the United States, searching for practical guidance on choosing and installing fasteners. Questions about drywall screws, threaded inserts, lock nuts and TV mount screw sizes show a market that compares thread types and materials before it buys.

Starting point

In the first quarter of the tracked period, the site averaged 55 clicks per week and 9.6K impressions per week. That baseline shows a catalog site with almost no organic reach beyond its own brand. It lacked a keyword and topic strategy, had thin pages for the questions buyers ask before they order, and no structure to connect product categories to comparison and how-to searches. The content that existed did not target non-brand queries, so Google had little reason to surface it for buyers researching fastener types.

What RAGSEO did

RAGSEO ran the standard SEO method for this manufacturer, with the work shaped by the comparison and installation questions the data later confirmed.

• Keyword and topic research around thread types, washer and nut selection, and installation questions, mapped to product categories.
• A website audit and on-page fixes: site speed, internal links, title and meta tags, image ALT text and site architecture.
• A RAG knowledge base built from the client's product data, cases and materials, so drafts used the client's own specifications.
• AI-assisted drafts reviewed by professional editors, then published after client approval, covering topics such as coarse thread vs fine thread drywall screws and when to use lock nuts instead of standard nuts.
• Off-page backlink analysis and management, plus monthly Search Console reporting and strategy adjustment.

Results in Google Search Console

Over 70 weeks ending 2026-08-17, the site recorded 13,317 clicks and 2,353,806 impressions. The last 4 weeks averaged 354 clicks per week, close to the peak week of 424 clicks at week 60.

First-page keyword wins include fine thread vs coarse thread drywall screws at average position 2.5, fine vs coarse drywall screws at 2.6, star washer vs lock washer at 3.5, coarse vs fine drywall screws at 3.8, helicoil vs threaded insert at 5.9 and how to install threaded inserts in metal at 8.7. These are comparison and how-to queries, the same themes that drive the site's AI citations.

Third-party view: Semrush and AI search

Semrush's US organic database shows the site moving from 26 organic keywords in July 2024 to 296 in August 2025 and 664 in August 2026. Estimated monthly organic traffic followed: 0, then 53, then 510. The site now holds 26 keywords in the top 3, 89 in positions 4 to 10 and 131 in positions 11 to 20. Top non-brand keywords include comparison of brass nuts and steel nuts material properties at position 5 with monthly US volume 3,600, and screw size for tv mount at position 3 with volume 210.

In Google AI features over the last 3 months, the site recorded 129,372 AI search impressions. The most-cited pages were Which Screw Sizes Ensure Secure TV Wall Mounting with 8,346 citations, Coarse Thread vs Fine Thread Drywall Screws with 6,655 citations and When to Use Lock Nuts Instead of Standard Nuts with 4,782 citations.

What the data says and what comes next

The growth is real and broad: clicks, impressions and keyword count all moved together, and the last 4 weeks at 354 clicks per week sit near the peak week of 424. The weak spot is position depth. Of 664 organic keywords, only 26 rank in the top 3, while 131 sit in positions 11 to 20. Those pages earn impressions but few clicks, which is why the click curve is flatter than the impression curve.

The next step is to push the position 11 to 20 group upward. That means refreshing the comparison and how-to pages that already rank, tightening internal links from product categories to those guides, and adding the specification detail buyers need to convert. Monthly Search Console reporting will show whether those pages move into the top 10 and turn existing impressions into clicks.