A fictional business. The figures are a modelled scenario, not a client result.
Kennlinie · SEO case study · Industry, Energy & Mobility
All case studiesBrennwald Pumpen
Industrial pump manufacturer · Stuttgart
The challenge
Decades of engineering know-how sat in scanned PDFs, so specifiers found competitors' selection guides instead.
Brennwald Pumpen has sized pumps for district heating, chilled water and process lines since the 1990s. The answers specifiers were looking for — curves, NPSH values, material pairings — existed, but as 1,170 scanned PDFs behind a brochure site. A consulting engineer typing a duty point found a competitor's selection guide, built the spec around it, and Brennwald never saw the tender.
Datasheets on file
1,170
Readable by a crawler
88
Starting duty point
9k sessions · 27 leads
Diagnosis · test-bench report
1,082 / 1,170
Datasheets were image-only PDF scans. Crawlers saw a file name and nothing else.
90 URLs
Only the brochure site was indexed; no model number returned a Brennwald URL.
0 URLs
Selection tool was a client-side app with no crawlable results or shareable URLs.
2 × 540
German and English PDFs duplicated with no hreflang; English sheets lost to the German ones.
0 schema
No Product or TechArticle markup; performance curves were bitmaps without text equivalents.
212 pp.
Application know-how lived in one 212-page handbook PDF from 2009, unlinked from any product.
The strategy
Demand from specifiers was already there; the system curve was fixed. The work was to raise the supply curve — more crawlable, more citable engineering pages — so the operating point climbs to more sessions and more leads. Built on our Content Engine plan, in four moves.
Every PDF becomes a page.
Scanned datasheets were OCR'd, checked by engineers and rebuilt as fast HTML pages with the curve as inline SVG, the PDF kept as a download. Model numbers, flange sizes and materials became indexable text.
The spec sheet speaks machine.
Product and PropertyValue markup carries flow, head, power, DN, medium and ATEX zone, so search engines can match a duty point, not just a brand name.
Know-how, organised by question.
Four clusters — selection, NPSH, media and materials, booster sets — each a pillar guide with spokes that link to the exact datasheets they explain.
Answers worth citing.
Guides open with a short, sourced answer with units and formula, reviewed by named in-house engineers — the format AI Overviews quote and link to.
Timeline · 20 months
Scroll the log, or select a month: the chart moves the operating point to where that month landed.
Survey · M1–2
Digitise · M3–8
Clusters · M9–14
Answers · M15–17
Duty · M18–20
Results
Engineer leads / month
27to65
× 2.4
Datasheet pages indexed
90to1,260
× 14.0
Organic sessions / month
9kto31k
× 3.4
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Fig. 2 — Operating point explorer
Tracked specifier queries · Google DE/EN, desktop
| Query | Intent | Page | Before | After |
|---|---|---|---|---|
| kreiselpumpe datenblatt dn 80 | Spec | Datasheet | 38 | 2 |
| end suction pump datasheet 400 V | Spec | Datasheet | — | 1 |
| pump selection guide chilled water | Research | Pillar | 61 | 3 |
| npsh required calculation | Research | Calculator | — | 4 |
| pumpenkennlinie lesen | Research | Guide | — | 2 |
| inline circulator glycol 30% | Spec | Datasheet | 27 | 1 |
| atex zone 1 pump datasheet | Spec | Datasheet | 44 | 5 |
| booster set sizing high-rise | Research | Guide | — | 6 |
Position in organic results; — means not in the top 100. Modelled for month 20.
Your duty point
If your expertise lives in PDFs, manuals or spec sheets, Content Engine turns it into pages specifiers can find, trust and cite.