# Norco Plastics Search Rebuild _Published: 2026-08-26_ [Case studies](/case-studies/)  /  Norco PlasticsCase study ![Norco Plastics](/wp-content/uploads/2026/08/bbd26/portfolio/norco-logo-color.png) # A fifty year old manufacturer, a brand new website, and the phone ringing. Norco Plastics had the presses, the precision, and the reputation. It did not have a website that could bring in work. We built one that does. Visit [norcoplastics.com, opens in a new tab](https://norcoplastics.com/). The situationNorco Plastics has been molding precision plastics since 1974, from an 88,000 square foot plant in Chino, California. Twenty five presses running from 30 to 2,800 tons, and half a century of supply relationships across automotive, medical, and industrial. The website was from another era. Dated, thin, and built before anyone thought about how a sourcing engineer finds a molder. Every new inquiry came from reputation and referral, which is a wonderful thing to have and a difficult thing to grow. Serious capability 25 Presses, 30 to 2,800 tons 88,000 Square foot facility 1,000 oz Shot capacity, Cartesian robotics throughout 0.0001 in Precision, Cpk 1.33 or better PPAP documentation, IATF 16949 quality elements, and USP Class VI materials, across automotive, medical, and industrial work. 01Where it started ## Where it started Twenty eight days of search data before the rebuild. 26,272 Impressions 103 Clicks 0.39% Click through rate 22.1 Average position 818 Tracked queries 89% Of impressions from queries producing no clicks The demand was already there. Buyers were searching and the site was appearing. It simply was not built to reach the positions where people click, or to turn a visit into an inquiry once it arrived. Seen everywhere. Clicked almost nowhere. The six highest impression pages, drawn to one scale. impressions clicks, at the same scale. The solid bar is not missing, it is that small. Homepage7,321 impressions75 clicks, avg position 28.2Automotive parts3,368 impressions6 clicks, avg position 47.6Medical parts2,618 impressions2 clicks, avg position 13.8Services1,922 impressions7 clicks, avg position 17.7Quote page1,873 impressions0 clicks, avg position 22.8Southern CA molding1,774 impressions0 clicks, avg position 8.8 Google Search Console, September 8 to October 5, 2025, web search, all countries. Scroll the chart sideways to read it The gap sits between positions 11 and 30. 171 queries there drew 2,706 impressions and produced one click in twenty eight days. Highlighted bands are the ones producing effectively nothing. Positions 1-102,987 impressions214 queries, 29 clicksPositions 11-201,660 impressions128 queries, 1 clickPositions 21-301,046 impressions43 queries, 0 clicksPositions 31-501,575 impressions103 queries, 5 clicksPositions 51+4,249 impressions330 queries, 4 clicks 818 tracked queries. Google Search Console, September 8 to October 5, 2025. Scroll the chart sideways to read itGoogle Search Console, September 8 to October 5, 2025. 02What we built ## What we built A complete new website, designed around how manufacturing buyers actually search. 01A structure that lets equipment, services, and industries each rank on their own terms instead of collapsing into one overloaded homepage 02Dedicated pages for the industries the company serves, so a medical buyer and an automotive buyer each land somewhere written for them 03Geographic pages covering Southern California and the surrounding markets, because sourcing engineers search by region 04Capability pages carrying the specifications buyers filter on: tonnage range, press count, shot capacity, tolerances, quality systems 05A quote path that works, with a clear route from any page to a request 06Technical foundations, clean structure, fast pages, and markup that search engines and AI systems can read Procurement buyers do not shortlist on adjectives. They shortlist on specifications they can check. Every page was written so a sourcing engineer could verify the claim before picking up the phone. ![The rebuilt Norco Plastics home page, with the capability bar and the 88,000 square foot figure in the hero](/wp-content/uploads/2026/08/bbd26/portfolio/norco-01-home.jpg)Home, capability in the hero![The medical and healthcare components page, built around checkable capability](/wp-content/uploads/2026/08/bbd26/portfolio/norco-02-medical.png)Medical components![The large tonnage injection molding page, showing the 2,800 ton press on the floor](/wp-content/uploads/2026/08/bbd26/portfolio/norco-03-equipment.jpg)Large tonnage capability![The rebuilt site on a phone, with the capability bar intact](/wp-content/uploads/2026/08/bbd26/portfolio/norco-04-mobile.jpg)On a phone 03Owning the region ## Owning the region Manufacturing buyers search geographically. They want a molder they can visit, audit, and get parts from without a freight bill from three states away. So the site was built to compete on the searches that carry a place name in them. That work now shows up across the whole regional footprint. Norco ranks for statewide terms, for its metropolitan market, and for city and county level searches nearby. The contact page ranks second for the facility's own address, which means a buyer checking the company out finds the company rather than a directory. Search footprint, by scale Statewide terms Metropolitan market City and county searches nearby 2Position for the facility's own street address 04Where it ranks now ## Where it ranks now 128 Organic keywords Sixty one of them new, eleven months on. Buying that visibility through paid search would cost roughly **1,471 dollars a month**. It arrives organically instead, every month, without a media budget. Position movement across six search termsPosition movement, six termsThree terms entered the rankings from nothing. Three climbed.PREVIOUSCURRENTNOT PREVIOUSLY RANKING754020101POSITIONBETTERinjection molding companies2,400 / mo · 23.56 USD3719injection molding near me1,300 / mo · 11.11 USDENTERED THE RANKINGS12plastic injection mould manufacturers90 / mo7520medical plastic components50 / mo197plastic mold manufacturers near me30 / mo · 15.80 USDENTERED THE RANKINGS11plastic injection molding manufacture90 / moENTERED THE RANKINGS14DataForSEO, United States, English, August 25, 2026. Scroll the chart sideways to read itRanking movement, six termsSearch termMonthly volumeCost per clickPositionPreviously injection molding companies2,40023.56 USD1937 injection molding near me1,30011.11 USD12not ranking plastic injection mould manufacturers90Not reported2075 medical plastic components50Not reported719 plastic mold manufacturers near me3015.80 USD11not ranking plastic injection molding manufacture90Not reported14not ranking injection molding companies 19Up from 37 Volume 2,400 / mo Cost per click 23.56 USD injection molding near me 12Entered the rankings Volume 1,300 / mo Cost per click 11.11 USD plastic injection mould manufacturers 20Up from 75 Volume 90 / mo Cost per click Not reported medical plastic components 7Up from 19 Volume 50 / mo Cost per click Not reported plastic mold manufacturers near me 11Entered the rankings Volume 30 / mo Cost per click 15.80 USD plastic injection molding manufacture 14Entered the rankings Volume 90 / mo Cost per click Not reported ### Into the top ten, and into an AI answer The medical components page climbed from position 19 to position 7. That search now returns a Google AI generated answer, and the page competing there is the one built around specific, checkable capability. What makes a page useful to an AI system is the same thing that makes it useful to a buyer. ### Outranking competitors on their own names The site now ranks for four competing manufacturers' company names, in one case climbing from position 40 to 14. When a buyer researches a competitor and finds this company alongside them, the structure is doing exactly what it was built to do. DataForSEO, United States, English, August 25, 2026. What this means if you are not a manufacturerA business can be excellent and still be invisible. Fifty years of capability produced 103 clicks a month, not because Norco was weak, but because the website could not compete for the searches its buyers were already running. The fix was not clever marketing. It was building a site with enough structure to reach those searches, written so the people running them could tell immediately that they had found the right company. That works the same way for a molder in Chino and a service business in Boise. ## Find out what your site could be competing for. The diagnostic shows you which searches your buyers are already running, and what it would cost to buy that visibility instead. [Book the diagnostic →](/seo-audit/)You keep the findings whether or not you hire us. A new siteThis engagement Looks betterReaches the searches One overloaded pagePages that compete on their own AdjectivesSpecifications a buyer can check