Case Study

Success Story: SealteQ

• Company: SealteQ Group
• Industry: Construction / concrete and steel structure preservation
• Location: Netherlands
• Use case: Building out an English-language site alongside the Dutch one

About SealteQ

SealteQ Group extends the lifespan of concrete and steel structures through customised technical solutions, protecting them from external influences. The company has been operating for 53 years and works with around 700 specialists across 21 locations, covering 35 specialisms and completing 4,850 projects in 2025. Roughly 80% of its customers are returning ones.

The specialisms range from balcony and gallery renovation, concrete repair and concrete injection to cathodic protection, carbon fibre reinforcement, steel preservation, cast and epoxy floors, facade renovation and foundation repair. Branches include SealteQ Noord in Stadskanaal, SealteQ West in Waddinxveen, SealteQ SLS in Groningen, SealteQ Oost in Deventer and SealteQ Zuid in Geleen.

The Challenge

SealteQ's Dutch site was established. Its English site was not. In January 2026 it recorded 88 clicks.

For a company doing specialist technical work at this scale, English-language search matters for reaching international contractors, specifiers and prospective staff. But an English site sitting on a Dutch domain has to earn its own visibility; it does not inherit the Dutch site's rankings for English queries.

The technical vocabulary is also unforgiving. "Concrete impregnation", "epoxy flooring" and "balcony renovation" are terms with established competitors, and getting them wrong in English means ranking for nothing.

The Solution

The work concentrated on making the English site a real site rather than a translation layer:

• A page for each branch, in English, so location searches resolve correctly
• Technical service content using the English terms the industry actually uses
• AI-assisted content production to cover the service range without a proportional increase in effort
• Search Console tracking for the English site separately, so its performance was not masked by the Dutch site

The Results

Comparing the six months to August 2026 against the six before it:

• Organic clicks up 608%, from 184 to 1,303
• Impressions up 297%, from 27,263 to 108,300
• Click-through rate up from 0.67% to 1.20%, close to doubling
• Average position held steady at 10.5

That last figure is worth being clear about. The growth here did not come from ranking higher on average; it came from far more pages ranking at all, and from those rankings earning a much better click-through rate. Quadrupling impressions while holding position means the site expanded its footprint rather than climbing with the pages it already had.

Monthly clicks rose from 88 in January 2026 to 248 in August, peaking at 262 in June.

Brand search is strong, with "sealteq" at position 1.6 against more than 6,400 impressions, and the branch pages are working: SealteQ Noord in Stadskanaal, SealteQ West in Waddinxveen, SealteQ Zuid and SealteQ SLS in Groningen each earn their own English-language traffic. The English careers pages are picking up vacancy searches as well.

The interesting development is the technical terms starting to appear. "Balcony renovation", "concrete impregnation", "epoxy floor", "epoxy flooring" and "impregnated concrete" are all registering clicks from positions 7 to 11. The volumes are small so far, but these are the searches that bring in specification work, and with 35 specialisms to cover there is a lot of ground still to claim.

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