Where buyers overlooked them
Victrex ranked for its own name. For "what is PEEK", "PEEK material" and "PEEK polymer", the category questions specifiers type, the flagship article was rarely shown.
Results · Victrex · advanced materials
One page. From 11,157 to 113,886 monthly Google Search impressions in a year.
Victrex makes PEEK, a high-performance polymer specified by engineers who research long before they talk to sales. We rewrote the page those engineers land on so that people, and the systems they now ask, could understand it.
- Measure
- Monthly Google Search impressions for one page, same month a year apart
- Window
- May 2025 → May 2026
- Instrument
- Google Search Console, page filter, Search type: Web
- What it is not
- Enquiries, revenue, or AI recommendation. Those are measured separately.
What we did
Made the page the answer to the questions engineers actually ask.
Rewrote the flagship article
Restructured around the buyer's questions, claims credited to the right entity, technical content lifted out of PDFs into readable, sourced sections. A small subset of PEEK content, not the whole site.
Checked monthly, then chose the next round
Impressions rose every month from 11k (May 2025) through 17.5k (Aug) and 20k (Sep) to 114k (May 2026). Clicks grew from about 60 to over 200 a month.
The other measures
Labelled separately, because they measure different things.
22 → 108
Product, industry and buyer search terms where Victrex appears inside Google's AI Overview. Oct 2025 → Aug 2026. Not brand terms.
+440%
Clicks on calls to action on the pages we optimised.
+27%
Organic traffic year on year, with only a small subset of PEEK content optimised.
Search visibility is the first thing to move and the easiest to see. Whether it turns into enquiries depends on the pages that follow, which is the next round of work.