How a ENoptimize SEO Strategy Helped a Metal Fabricator Beat Tariff Losses

Globe and Mail

a day ago

When shifting international trade policies and new tariffs put heavy strain on Canadian manufacturers, one Ontario-based metal fabrication company lost a significant portion of its business. Rising costs and reduced cross-border orders left them searching for new ways to reach clients, without competing solely on price.
That's when ENoptimize Digital Marketing stepped in with a targeted SEO and local digital marketing plan designed to attract high-value customers in Ontario. The strategy redirected the company's efforts away from broad, low-margin bidding and toward generating a steady flow of qualified inbound leads from their core audience, including direct clients, architects, designers, and trade professionals.
ENoptimize executed a targeted campaign that combined high-intent keyword optimization (focused on both industry terms and specific product categories), Google Business Profile enhancements with service area targeting, and dedicated landing pages for each core product, such as architectural panels, railings, staircases, structural components, and custom metal features. These were supported by location-specific service pages for priority regions, authoritative backlink acquisition from trade associations and industry publications, and a full restructuring of on-page SEO for the company's main product pages. Detailed project case studies and geo-targeted ad campaigns further boosted visibility among their target audience.
Within six months, the company's search rankings rose for over 50 competitive industry keywords, leading to a 40% increase in domestic inquiries that could be fulfilled without prohibitive tariff costs.
"Tariffs made it clear that relying on one type of client or one market was a risk,' said the owner of the metal fabrication firm. 'ENoptimize helped us completely reframe our marketing approach, and we are now working with more clients nearby who can no longer order custom metal products from the U.S. This has allowed our company to grow steadily while eliminating the challenges of shipping across the border, and our clients benefit from receiving high-quality products at a better price.'
The campaign not only replaced lost revenue but positioned the fabrication company as a go-to supplier for specialized, custom projects within their region. This digital-first pivot has allowed them to maintain profitability and even expand production despite industry headwinds.
About ENoptimize Digital Marketing
ENoptimize specializes in helping manufacturing, fabrication, and construction companies increase visibility, attract qualified leads, and grow revenue through strategic SEO and targeted digital marketing campaigns. By combining data-driven strategies with industry-specific expertise, ENoptimize delivers measurable results that directly impact the bottom line.