Everything I do, written down so you can do it yourself.

The goal is one number sales and marketing both trust: how many won deals started with a search. It takes an afternoon to set up and it ends most arguments about marketing.

1. Install Google Tag Manager on every page and load GA4 through it, so new tracking never needs a developer again.
2. Mark real lead actions as key events in GA4: quote or RFQ sent, demo booked, phone number clicked, email clicked, datasheet downloaded.
3. Add hidden fields to every form that capture source, medium and landing page, and pass them into your CRM with the lead.
4. Give website visitors a tracked phone number so calls to sales are counted too, not only forms.
5. Keep the original source on the deal as it moves to "quote sent" and "won". This is the step almost everyone skips.
6. Once a month, list the won deals that started from search. That number, not traffic, is what marketing is judged on.

Industrial searches are small in volume and high in value. Ten searches a month for the right part can be worth more than ten thousand for a buzzword. Engineers search in specs and problems, not in your brand language.

1. Export 16 months of queries from Google Search Console. Your buyers have already told you how they search.
2. Ask sales and service for the words in customer emails and RFQs: part numbers, materials, tolerances, standards, the problems people describe.
3. Sort every search into three piles: problem, solution and supplier. Supplier and solution searches convert first.
4. Check each one in Google. If the results are supplier and product pages, it is a buying search. If they are Wikipedia and YouTube, it is research.
5. Give every buying search one page, and only one. Two of your pages fighting for the same term usually both lose.
6. Start with the product lines that carry the best margin, not the ones with the most search volume.

Assistants build shortlists from pages that state facts clearly, and they link the page they used. Vague marketing copy gets skipped. At ITCE, AI assistant visits went from 8 to 77 in one quarter, and they converted as well as Google visitors.

1. Ask ChatGPT, Gemini and Perplexity what a buyer would ask: "best suppliers of X in Europe". Write down who gets named and which pages are cited.
2. State plainly what you make, for which industries, in which countries and with which certificates.
3. Publish specs as text, not only inside PDFs: dimensions, materials, tolerances, lead times and standards.
4. Write fair comparison and "how to choose" pages, including when a competitor fits better. Assistants cite these often.
5. Get listed where assistants look: industry directories, association member lists, trade press and distributor sites.
6. Ask the same questions every month and record whether you are named. That is your AI visibility score.

The stand is the expensive part. The follow-up is where the money is made or lost, and many companies take more than two days to send the first email.

1. Build one page for show visitors before you go: what you are showing, a short video and a quote form. Put its QR code on the stand and on your cards.
2. Note every conversation within five minutes: name, company, what they need and how urgent it is. A phone note beats a badge scan.
3. Follow up personally within 48 hours and mention the actual conversation. "Thanks for visiting our stand" emails get ignored.
4. Offer one concrete next step: a quote, a sample, a factory visit or a call. One, not three.
5. Tag every contact in the CRM with the show name, so that in three months you can count what the stand was worth.
6. Turn the questions you heard most into website pages. If ten visitors asked it at the stand, many more buyers are searching for it.