SOLIDWORKS for Makers brings professional-grade 3D CAD software to hobbyists, DIY enthusiasts, and creators, empowering them to design, build, and collaborate using many of the same tools trusted by engineers and manufacturers worldwide.

But while SOLIDWORKS is a household name in the B2B world, the SOLIDWORKS for Makers product was an underdog in a crowded B2C market dominated by free or low-cost CAD tools.

To change that, SOLIDWORKS partnered with BOL to design a data-driven SEO strategy that would build awareness, improve discoverability, and drive measurable engagement among makers everywhere.

How do you sell a B2C product from inside a B2B powerhouse?

SOLIDWORKS and its parent company, Dassault Systèmes, are synonymous with industrial innovation, offering world-class design and manufacturing software to engineers, product designers, and large-scale enterprises.

But SOLIDWORKS for Makers was different. It was designed for the individual creator, not the corporate engineer — a B2C product living inside a B2B powerhouse. That positioning came with unique challenges:

• Low awareness among maker audiences, many of whom relied on free CAD alternatives
• An uphill battle in organic search, competing against entrenched brands in the consumer design space
• A need to reframe the value proposition, showing hobbyists that SOLIDWORKS-level tools could be accessible, affordable, and fun

The goal was simple: get in front of more makers and make them believe that SOLIDWORKS wasn't just for pros.

How do you turn SEO into a maker-first marketing engine?

Step 1: Rethinking the Search Mindset

Historically, SOLIDWORKS' SEO efforts focused on branded, high-intent keywords tied to enterprise-level sales: terms like "SOLIDWORKS CAD software" or "DELMIAWorks manufacturing."

But the maker audience searches differently. They look for how-to guidance, inspiration, and problem-solving — not product names. So BOL's first step was to pivot to non-branded, value-driven keywords that reflected the mindset of everyday creators.

Step 2: Comprehensive Keyword and Competitor Research

We conducted an in-depth keyword analysis and content gap audit, identifying 183 high-value non-branded keywords aligned with what makers were actually searching for — from "3D modeling for hobbyists" to "DIY CAD projects."

We then analyzed top-ranking pages for each keyword to determine what kind of content Google favored (tutorials, comparisons, forums, or visual guides) and used those insights to build a content blueprint optimized for both discovery and relevance.

Step 3: Content That Adds Real Value

Armed with a content roadmap, BOL developed and optimized assets that answered maker-specific questions and demonstrated how SOLIDWORKS for Makers could make their creative process faster, easier, and more rewarding.

Our goal wasn't just to rank — it was to educate, engage, and inspire. Each article and landing page focused on:

• Solving common maker pain points
• Incorporating relevant search intent and semantic keywords
• Providing clear, actionable value to non-commercial users

How does SEO go from checklist to growth engine?

In an era where the ROI of SEO is often debated, SOLIDWORKS for Makers proved that a smart, audience-first SEO strategy still delivers measurable results.

By the Numbers

• Top 3 keyword rankings: Increased from 0 to 33 (+3,200%)
• Page 1 keyword rankings: Increased from 0 to 80 (+7,900%)
• Organic clicks: Increased from 943 to 4,139 (+339%)

These results represent more than just improved rankings. They reflect brand visibility, audience education, and market credibility built from the ground up.

SOLIDWORKS for Makers not only captured the attention of hobbyists and DIY creators, but also earned its place alongside the biggest names in consumer CAD.

How does great SEO become great marketing?

By grounding strategy in research, empathy, and audience intent, BOL turned SEO from a checklist into a growth engine.

For SOLIDWORKS for Makers, this wasn't just about ranking higher — it was about reaching further, connecting meaningfully, and proving that even in a crowded market, relevance is the ultimate differentiator.

Ready to turn your search strategy into measurable growth? Let's build it together.