Control Gear SEO Case Study

The client: Control Gear

Control Gear is a fluid power specialist in South Wales. It supplies, installs and services compressed air, hydraulics, pneumatics, filtration, hoses and fittings for industrial sites. We've worked with them for over three years.

This case study is about a problem lots of multi-service businesses have. One service gets all the attention online and the others sit in the background, even when they're just as profitable.

The problem with being known for one thing

Compressed air is the service most people associate with Control Gear. Hydraulics, pneumatics and hose work were on the website, and there was room to grow every one of them. A buyer searching for hydraulic repairs in Carmarthen had no strong page to land on, so Google sent them somewhere else.

A business like this doesn't need more traffic for its best-known service. It needs to be found for everything else it does.

What we did

One proper page per service

Each service line has its own page, along with the brand pages buyers search for directly, such as IMI Norgren, Festo and Hydac.

Service pages for the places they cover

Hydraulics, pneumatics and hose pages for the towns Control Gear actually serves, such as Carmarthen, Bridgend, Swansea and Bristol. Each one is there because there's real work in that area.

Guides that lead to a service call

Guides on how hydraulic systems work, what accumulators do, why a compressor keeps tripping, and when you need a written scheme of examination. They bring in people with a live problem and send them to the right service page.

The results

Clicks by service area, comparing July to September 2025 with July to September 2026:

And the calls, emails and form clicks. These count calls, emails and forms from visitors who first arrived on a hydraulics, pneumatics or hose page, comparing April to September 2025 with the same months of 2026:

Those are calls, emails and form clicks recorded in Google Analytics, and they show the right people getting in touch. The Carmarthen hydraulics page, the hydraulics hub and the Bridgend page all produced calls and emails in 2026 that didn't exist a year earlier.

Individual pages show where the growth came from. The Carmarthen hydraulics page went from 7 clicks to 38. The IMI Norgren distributor page went from 14 to 39. The written scheme of examination page went from 12 to 29.

How we measured this

Every search figure on this page comes from the client's own Google Search Console and Google Analytics 4 accounts. We compare July to September 2025 with July to September 2026 for clicks, and April to September for enquiries, because that gives a like-for-like season.

We use clicks, not impressions or average position. In September 2025 Google changed how results pages are counted, and almost every website's impressions fell and average position "improved" overnight. Clicks weren't affected, so clicks are what we show.

Google also hides the wording of some searches for privacy. Figures for searches without the company name only count the searches it does show, so the real numbers are higher.

What this means if you offer several services

If one of your services carries the website, the others are probably losing work to competitors who give each one a proper page. Give every profitable service its own page, then its own pages for the places you cover, and check which ones bring in calls.

See how we approach SEO for hydraulic services, or ask for a free audit.