How Parker Hannifin Tied AEO & SEO to Proven ROI with Conductor

About Parker Hannifin

Headquarters

Cleveland, OH

Company Size

50,000

Industry

Manufacturing

Parker Hannifin is a global leader in motion and control technologies, delivering precision-engineered solutions across aerospace, industrial, and energy markets. As a Fortune 250 manufacturer, the company supports engineers solving complex technical challenges around the world.

With a vast digital footprint spanning multiple divisions and product categories, Parker’s website plays a critical role in how customers research, evaluate, and select solutions.

The challenge

Managing SEO/AEO at Parker Hannifin meant supporting 85+ business units across a highly segmented global website, all with different priorities, levels of sophistication, and competing marketing demands. For many teams, SEO was just one of 15–20 responsibilities, often deprioritized by paid media, trade shows, and events that felt more immediate.

At the same time, proving the value of organic search internally wasn’t easy. Leadership needed clear, executive-level visibility into performance and competitive share, not siloed data or technical reports.

While the team had previously leaned on other technical auditing tools, the volume of findings often outpaced what IT could realistically implement. Issues were flagged, but without clear prioritization in the tool, it was hard to know what would truly move the needle.

Parker needed a scalable way to unify data, prioritize the right opportunities, and prepare its content strategy for the shift toward AI search.

Why Parker Hannifin chose Conductor

Beyond consolidating tools, Parker needed a platform that would continue evolving alongside search itself. As AI reshaped discovery and customer behavior with it, the team wanted a partner committed to innovation.

Conductor will always be ahead of the curve, and there's certainly no complacency within the company. New features launched for needs that I didn't even know I had—new ways of reporting, new ways of streamlining my workflow. It’s enabled me to evangelize SEO to a very large, traditional company.

Conductor’s continued investment in AI search performance, reporting innovation, and workflow automation gave Parker confidence that its search strategy would scale with the business—not fall behind it.

How Conductor helped

Managing search across a complex digital ecosystem required more than isolated tools. Conductor gave Parker Hannifin a unified, end-to-end SEO/AEO platform for organic and AI search performance, replacing fragmented reporting with a single source of truth.

Instead of reacting to rankings, the team could prioritize high-impact opportunities, measure competitive share, and connect optimizations directly to business outcomes. Search became structured, scalable, and grounded in performance data.

• Enterprise reporting: Custom Workspaces delivered role-specific visibility across business groups, aligning each team to the metrics tied to its performance. This replaced inconsistent reporting with clear ownership and reporting that leaders could easily understand, helping elevate SEO and AEO conversations at the executive level.
• Unified organic performance visibility: Conductor consolidated Google Search Console, analytics data, and its own search intelligence into one platform. The team could directly correlate on-page updates with changes in visibility, traffic, and conversions, strengthening the business case for organic growth and reinforcing leadership confidence in the strategy.
• AI search performance and topic tracking: AI Search Performance helped expand visibility beyond traditional rankings, surfacing topic and prompt-level presence, competitive coverage, and emerging discovery trends. Parker gained measurable insight into how engineers engage with AI-driven search experiences, bringing AI visibility into executive planning discussions.
• Content prioritization and optimization: Integrated keyword and page-level insights exposed content gaps and misalignment between product-focused messaging and real search demand. This shifted the strategy toward solution-driven content aligned to measurable opportunity.

Featured Conductor capabilities: Workspaces, AI Search Performance, Keyword Details, Pages Report

Featured Conductor products: Intelligence, Creator

The results

Increased organic traffic, conversions, and lead generation

Divisions within Parker that consistently optimized with Conductor saw measurable lifts in visibility, traffic, and conversions.

By tying content updates directly to performance data, the team demonstrated how SEO contributed to qualified lead generation, reinforcing organic as a measurable growth channel rather than a background strategy.

We’re able to connect specific updates we make to the site directly to changes in our content’s visibility. That clarity helps us align marketing efforts to measurable results—including increased lead generation. Conductor is core to the content strategy driving that impact.

Validated the impact of CMS migration investment

After launching Adobe Experience Manager, Parker used Conductor to monitor indexing, visibility, and organic sessions tied to newly deployed pages. Early increases in indexing and traffic confirmed the impact of the platform transition and gave the team confidence in broader technical investments.

Turned technical insights into measurable action

Previously, the Parker team used a technical auditing platform that surfaced a high volume of site issues, but without clear prioritization tied to business impact. The output was extensive, making it difficult to determine which fixes would drive meaningful performance improvements.

By reallocating investment toward Conductor’s content intelligence, the team shifted toward actionable, page-level insights they could implement immediately. Marketers were able to optimize content based on real search demand and performance data, driving measurable improvements while still informing long-term technical strategy.

Elevated SEO to an executive-level priority

With centralized reporting and AI visibility metrics in one platform, SEO ROI became easier to communicate to senior leadership.

Growing executive focus on AI search reinforced a critical reality: you can’t win in AI without winning in organic first. Clear performance data and competitive insights strengthened internal alignment and helped justify continued investment in organic growth.

Identified content gaps and visibility opportunities across AI search

As AI reshaped discovery in industrial search, Conductor’s topic and prompt-level insights gave Parker visibility beyond traditional rankings. The team could monitor competitive share across emerging AI experiences and identify new content opportunities tied to real customer questions.