A website and Google profile for a toolroom – ZBKT Krakow
A website and Google Business Profile for a Krakow toolroom that machines metal to order. In the first three months of measurement the site brought 230 visits from search, and the pace is rising month on month. The work is ongoing, so the figures describe where things stand today.
The challenge
ZBKT machines metal to order: CNC milling and turning, stamping dies, injection moulds, EDM machining, precision grinding. The buyers are mostly manufacturing companies, with the occasional job from a private customer. Some of them search by company name or by „toolroom Krakow” and only work out on the site what can actually be ordered here. The rest type the name of the operation straight away: CNC milling Krakow, stamping dies, CNC machining. The site had to handle both entry points, so it describes the machine park and every process separately instead of keeping everything under one general heading about metal machining.
How the project grew
Stage 1 – a site organized by machining process
Instead of one combined offer page, every process got its own place: CNC milling and turning, stamping dies and blanking dies, injection moulds, EDM machining, precision grinding and tool regeneration. The buyer searches for the name of the operation they need done.
Stage 2 – an English version for clients abroad
The toolroom works from technical documentation that often arrives from abroad. The site got a full English version at /en, so an enquiry from another country does not end at the language barrier.
Stage 3 – the Google profile under monitoring
The profile went under continuous rank monitoring in April 2026. From that point on it is clear which searches put the company on the map, and how that changes over time.
Stage 4 – Search Console and measurement
The Search Console property was created in June 2026. From then on it is clear which searches the site appears for and which of them bring visits, so the next steps stopped being guesswork. The measurement also showed how much is still on the table: on service phrases alone the site collects thousands of impressions a month, so the demand is there and Google is already showing the company to those people. The work now goes into pushing specific searches higher.
Design decisions – why this way and not another
Every part of the site has a reason behind it. Below I describe the key choices, with screenshots.
Every machining process as its own page, not one offer page
Somebody searching for „toolroom Krakow” lands on the home page and sees within seconds what the company does. But a buyer who already has a specific job types the name of the operation: CNC milling, stamping die, EDM sinking. So every process got its own page with a description and a photo. The effect shows in Search Console: the site now appears for a dozen or so different technical searches instead of one general one. The same repeats in AI answers. The most frequently cited page is the one about EDM machining – the one with the best position in ordinary results. Visibility in AI is not a separate channel alongside SEO; it follows the rankings.
A section written around the client’s problem, not the names of services
A manufacturing client rarely knows what the service they need is called – but they do know what broke. So next to the list of processes there is a section written in their language: „a mould or tool has failed”, „no technical documentation”, „spare parts no longer available on the market”. The same offer, entered from the side of the problem rather than the side of the machine.
The machine park with real dimensions instead of generalities
In metal machining the client’s first question is whether their part will fit. Giving the real ranges – a 1130×510 mm table, turning up to ⌀800 mm, four-axis work – filters out the enquiries the company could not take anyway, and speeds up the conversation with the ones that fit.
Industries alongside processes, because the client recognises their own
The toolroom sells the same machining to the energy sector, to medicine and to food production, but each of those buyers is looking for confirmation that somebody understands their particular requirements. The industries section gives that confirmation, and along the way it opens the site up to searches that name an industry rather than an operation.
What changed, in numbers
230
Visits to the site from Google search
out of 9,080 impressions, in the first three months of measurement; August passed the whole of July after 24 days
2 Jun – 24 Aug 2026
2.5×
Profile impressions in Maps on mobile
325 impressions against 131 a year earlier
15 Apr – 23 Aug 2026 vs the same window in 2025
+80%
Clicks through from the profile to the website
79 clicks against 44 in the previous period
15 Apr – 23 Aug 2026
5.2%
Share of impressions that are citations in AI Overviews
Google named the site as a source of an answer 470 times, across 25 different pages
2 Jun – 24 Aug 2026
Data: Google Search Console and Google Business Profile.
What the client says
The figures above are about visibility and clicks. Whether any of it turned into calls and enquiries is something only the client knows.
„Big plus for the optimization for Google and AI – the site and the profile are already bringing in the first enquiries and new clients.”
A conversation added the detail: there are more email enquiries coming through the site than the company expected, and some of them turned into orders. They concern, among other things, the services with the best positions in Google: injection moulds and EDM machining.
Results
- The site turned out to be the stronger channel: 230 visits from search against 79 clicks through from the profile
- The whole increase on the profile comes from Maps and from mobile, not from search on desktop
- In AI answers Google cites 25 different pages of the site, most often the one about EDM machining
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