AEC Systems is a custom parts washer manufacturer serving industrial customers across the United States and the world. Roots has worked with the company for more than a decade, supporting their website, search visibility, and online advertising.
That long relationship has allowed the work to evolve over time. As the company has grown and their equipment line has expanded, the website and digital strategy have gradually been refined to better represent the expertise behind the business.
Like many long-running businesses, their website had gone through a number of changes over the years. A redesign a few years ago improved the look of the site, but it also created some challenges behind the scenes. Some pages overlapped in content, others weren’t clearly connected, and certain service topics weren’t being explained in a way search engines – or potential customers – could easily understand.
A good portion of the work over the past year has focused on cleaning that up.
We rewrote much of the site’s core content to make it clearer, more detailed, and better organized around the services AEC actually provides. Pages were structured to focus on specific industrial cleaning processes, and related topics were linked together so visitors – and search engines – could navigate the information more easily.
At the same time, we removed duplicate or redundant pages that had appeared during the earlier redesign. Simplifying the structure helped concentrate the site’s authority on the pages that mattered most.
These changes don’t produce instant results, but over time they tend to compound. Over the past year, AEC Systems’ overall search visibility increased from 6.19% to 17%, a gain of 10.81 percentage points. In practical terms, the company is now appearing in search results for a much larger share of the terms people use when researching industrial parts washing solutions.
Several important service-related searches moved dramatically in the rankings:
- Cabinet washers: #6 → #1
- Swarf removal: #48 → #1
- Universal solvent: #14 → #1
- Water solvent: #28 → #1
For a technical B2B manufacturer, improvements like these can make a real difference. When engineers or purchasing teams begin researching solutions, they’re far more likely to encounter AEC Systems early in the process.
Another interesting change is that the company has begun appearing in AI-generated search results as well. Over the past year, AEC Systems’ visibility in AI-driven search tools increased from 0 to 20, suggesting that the same content improvements helping traditional search are also helping newer AI systems understand and reference the company’s expertise.
None of this happened overnight. It’s the result of steady improvements over time: cleaning up site structure, clarifying service pages, and making sure the company’s expertise is clearly represented online.
For technical companies like AEC Systems, that kind of steady work to improve search visibility often produces the most durable results.
