Creating The Latest Valve Solutions for Every Industry

ISIS Fluid Control is a UK-based distributor of industrial valves and fluid control products, supplying engineers, trade buyers, and procurement teams across steam systems, hydraulics, and process industries. Their catalogue spans hundreds of products from brands including Valsteam ADCA, Bosch Rexroth, HydraForce, and Oliver Valves.

Webshape was engaged on a monthly SEO retainer to improve organic visibility beyond branded search, resolve underlying technical issues, and build a content structure capable of converting non-brand commercial searches into genuine B2B enquiries.

ISIS Fluid Control had built a strong digital presence, with around 115 daily active users and 61% of traffic arriving through organic search. But nearly all of that search traffic came from queries containing “isis.” The site’s 240 product pages and 38 brand pages were generating almost no organic acquisition, leaving a wide range of commercial keywords entirely unranked.

The technical picture compounded the problem. The site had zero schema markup across every page type, ten overlapping sitemaps creating duplicate URL structures that split ranking equity, and a mobile page speed issue on the second-most-visited page on the site. Despite a strong domain and genuine commercial demand, the structural foundations were holding back any organic growth beyond the brand.

The work started with a full technical audit drawing on Google Analytics, Search Console, DataForSEO, and PageSpeed Insights. From scratch, schema markup was built and implemented across the entire site: Organisation, BreadcrumbList, Brand, CollectionPage, and Product schema where none had existed before. Six duplicate URL structures were removed from the sitemap index, consolidating ranking equity onto the correct canonical pages.

With the technical foundations in place, a content strategy was developed across three areas. Thirty eight thin brand pages were rebuilt with commercial depth, differentiators, and targeted copy. Top performing category pages were expanded with structured content, FAQ schema, and internal linking. Blog and news content, already the highest performing content type on the site generating twice as many rankings per page as any other format, was made the centrepiece of ongoing organic growth.

The site entered the retainer with solid bones. From Q2 2025 to Q1 2026, daily active users grew by 35%. Across the same period, 419 genuine B2B enquiries were recorded across contact forms, sales quotes, and catalogue requests, at a 0.66% conversion rate that is strong for industrial B2B. The SEO work is now building on that base, expanding non brand keyword visibility beyond a starting point of 250 ranked keywords.

With schema, technical fixes, and content depth progressing through 2026, the targets are clear: 450 or more ranked keywords by Q4, non brand organic clicks rising from 8% to 25% of total search traffic, and organic sessions up 50%. The goal is a site that wins commercial searches on product and category terms, not just on its own name.