When Q3 Revenue Equals an Entire Six Months of Last Year’s Sales
Client: Guerrilla Steel Tables & Stables
Industry: Steel Fabrication & Agricultural Structures
Location: Ballarat, Victoria
Timeline: August – October 2025
Project Type: SEO, Content Strategy, Google Ecosystem Integration
The Challenge
Guerrilla Steel, a steel fabrication business specializing in horse stables and agricultural structures, had a quality product but limited online visibility. Like many regional manufacturers, they weren’t appearing in Google’s AI Overviews, had minimal presence in product search results, and lacked the structured digital presence needed to compete with larger, metro-based competitors.
The bigger challenge: They didn’t have an ecommerce platform, which conventional wisdom says is necessary for product visibility in Google.
The Strategy
We implemented a comprehensive digital infrastructure built on three pillars:
1. Advanced Structured Data Implementation
- Product schema on every offering (without requiring ecommerce)
- Dynamic product variations with URL parameters
- Project pages structured as products with specifications and pricing
- Comprehensive review schema across all key pages
- Integration with Google Merchant Center
2. Google Ecosystem Integration
- Full Google My Business optimization
- GA4 custom event tracking
- Search Console active monitoring
- Coordinated schema connecting all Google properties
3. Content-First Distribution Strategy
- Website articles as the anchor
- Social media amplification (1 article = 1-3 social posts)
- Consistent product and testimonial content
- AI-optimized content for Google’s evolving search
The Results
Search Performance (30-Day Period)
Visibility:
- Average position improved from 15.9 to 9.6 (40% improvement)
- CTR increased from 1.9% to 2.1% (11% improvement)
- 80% voice share in AI chat platforms (ChatGPT, Perplexity, CoPilot)
- 2 positions in top 10-20 for most high and medium volume keywords
AI & Rich Results:
- Featured in Google AI Overviews
- Product snippets in search results
- Image snippets for product searches
- Mentions across all major AI platforms
Business Impact
Q3 2025 became Guerrilla Steel’s best quarter ever:
- Q3 revenue equalled the entire first half of the previous financial year
- Lead times extended from 2-4 weeks to 3-6 weeks
- Hired additional staff to handle increased demand
- Secured bulk supply deal with new reseller
- Competitors now running paid ads on Guerrilla Steel’s brand name
Client Testimonial
“Q3 was our best quarter ever, it matched what we made in the entire first half of last year. I’ve had to hire more staff and extend our lead times because we literally can’t keep up with demand.”
Morgan, Owner, Guerrilla Steel
The Breakthrough Moment
September 2025: When Others Fell, Guerrilla Steel Rose
During September 2025, Google made significant changes that affected 77% of websites negatively. Search Console impressions dropped across the industry. SEO professionals panicked.
Guerrilla Steel’s response? Their performance improved.
While other sites scrambled to recover, Guerrilla Steel’s strong infrastructure, built on comprehensive structured data and Google ecosystem integration, meant they were protected from the volatility.
The lesson: Sites built on solid technical infrastructure weather algorithm storms better than sites relying on tactics alone.
What Made This Work
Infrastructure Over Tactics
Rather than chasing quick wins, we built a comprehensive digital foundation:
- 10+ custom schema fields for product variations
- Dynamic pricing via URL parameters
- Every page uniquely optimized with contextual images (16:9 ratio standard)
- Integrated Google services working together seamlessly
- Content depth that answers real customer questions
Resilience Through Challenges
Even when setbacks occurred, the infrastructure held:
- Facebook account suspension (1 week offline)
- Scheduling tool failure (all content lost)
- Merchant Centre compliance issues
Result: Performance continued improving despite platform disruptions.
Services Provided
- Technical SEO: Advanced schema markup, site optimization, GA4 implementation
- Content Strategy: Website-first content distribution, ALTC Cluster Strategy
- Google My Business: Full audit, optimization, ongoing management
- Social Media Management: Content creation and distribution across platforms
- Analytics & Tracking: Custom event implementation, performance monitoring
- Image Optimization: Professional photography enhancement, ratio standardization
The Metrics That Matter
Before Brighter Websites (Pre-August 2025):
- Minimal online visibility
- No AI Overview presence
- No product snippet features
- Limited keyword rankings
- Standard lead times
After 90 Days:
- 39,200 impressions
- 749 clicks
- 80% AI voice share
- Top 10-20 rankings for key terms
- Extended lead times due to demand
Current Performance (October 2025):
- Position 9.6 (nearly top 10)
- 2.1% CTR
- Reseller partnerships secured
- Staff expansion required
- Revenue: Q3 = Entire H1 of previous year
Industry Recognition
Competitors now bidding on Guerrilla Steel’s brand name in paid search, the ultimate validation of brand strength and market position.
Reseller approached for bulk supply and website help, demonstrating both product demand and recognized digital expertise.
Key Differentiators
What Made This Case Unique:
- No ecommerce platform required for product visibility
- Thrived during major Google algorithm update while 77% of sites declined
- AI-first optimization resulting in 80% voice share
- Real business transformation beyond just improved rankings
- Regional business competing successfully against metro competitors
Looking Forward
With the foundation established, Guerrilla Steel is positioned for continued growth:
- Short-term: Buy-now button integration for full Merchant Centre compliance
- Medium-term: Expanded product line visibility in AI platforms
- Long-term: Market leadership in steel agricultural structures across Australia
The infrastructure is built to scale with the business.
Why This Matters for Your Business
Guerrilla Steel’s success demonstrates that:
- Location doesn’t limit online potential (regional business, national reach)
- You don’t need ecommerce to appear in product search
- Technical infrastructure beats algorithm volatility
- AI optimization delivers measurable business results
- Comprehensive strategy outperforms individual tactics
Ready for Similar Results?
If you’re a manufacturing, fabrication, or product-based business looking to:
- Increase online visibility
- Appear in Google’s AI Overviews
- Compete with larger competitors
- Generate measurable business growth
Let’s talk about building digital infrastructure that survives algorithm changes and drives real revenue.
This case study is part of our ongoing documentation of Guerrilla Steel’s digital transformation. Read the initial 28-day case study to see how it all began.
Project Duration: Ongoing (90+ days documented)
Primary Focus: Technical SEO, Schema Implementation, Google Ecosystem Integration
Secondary Focus: Content Strategy, Social Media, Analytics
Result: 50%+ revenue increase (Q3 vs. Q1-Q2 average of previous year)
