Real text extracted from crawled competitor pages, 19 Jul 2026. Keyword = "MIG welding machine" used as the primary comparison, with supporting evidence from TIG, plasma, MMA, generators and fume extraction.
The highest-value machine keyword. Every competitor has substantial content. WAW has the most text (193 words) but it sits at the bottom of the page.
Engweld
Above grid (collapsed)
+ Below grid guide
2,150 words total
Above-grid intro (105w, collapsed "Read more"): "Engweld is a key distributor of MIG welders from industry leading brands including ESAB, Lincoln Electric, Migatronic and Parweld. You can buy small portable MIG welders for 200A mig welding to larger industrial 400A 3 phase MIG welding machines..."
Below-grid guide (2,050w): Headings: "Choosing the Right MIG Welder", "Air-Cooled and Water-Cooled MIG Welders", "Gas or Gasless MIG Welders", "Types of Shielding Gases", "MIG Welder Consumables". Includes a 6-model spec comparison table and 50 internal links.
WSD
Below grid
2,003 words
"Gas and Gasless MIG Welders for DIY & Industrial Use. MIG is an acronym which stands for Metal Inert Gas. MAG stands for Metal Active Gas. MIG welder are commonly used as they are fast and easy to use..."
Covers: gas vs gasless, "We can help you choose a MIG welder!" consultation CTA, FAQ section, features glossary. Includes spec filters: Max Weldable Thickness, Input Voltage, Warranty Period, Wire Reel Capacity.
TBWS
Below grid
~350 words (MIG has no dedicated guide; see TIG for their best)
TBWS doesn't have a MIG-specific landing in the sample. Their TIG, MMA and welder generator pages carry 850-920 word guides + 10-question FAQs. Their MIG coverage is split across granular subcategories (gasless, synergic, pulse, by brand).
R-Tech
Above grid
FAQ accordion below
237w intro + 9-Q FAQ
Intro: "MIG Welders, Digital Easy Setup. Our Digital MIG welders feature Easy-Set technology with colour screens to get you great welding results fast, manual mode lets you take full control... With MIG welders from 180 amps to 500 amps in stock..."
FAQ questions: Easy-Set tech, inverter benefits, gas choice, Euro torch, aluminium welding, wire feed, arc force. All FAQPage microdata.
Welding Superstore
Above grid
109 words
"Discover our extensive range of MIG welding machines, designed for professional welders and serious hobbyists alike. At Welding Superstore, we stock high-performance MIG welders from trusted brands like Telwin, Parweld, Lorch, and Bohler. Whether you're tackling automotive work, light fabrication, or industrial-scale projects, our machines deliver..."
Machine Mart
Below grid
137 words
One generic paragraph. DIY-vs-professional positioning. No FAQ, no buying guide, no comparison table. They win on spec facets (amps, duty cycle, wire size, gas/no-gas) and product card data instead.
WAW
Below grid, below pagination, below tiles
193 words
"MIG Welders & MIG Welding Machines. MIG welding (Metal Inert Gas), also known as GMAW, is one of the most versatile and widely used welding processes thanks to its speed, ease of use and ability to handle a wide range of materials and thicknesses. Our collection of MIG welders includes everything from..."
No FAQ. No buying guide. No spec table. No headings beyond one H2. Sits at the very bottom of the DOM, below 15 "We also supply" image tiles. Effectively invisible to both users and above-the-fold crawl budget.
TBWSBelow grid10-Q FAQ850 words
Decision-question structure: "What power supply do you have available? What material will you be welding? Which thickness? Analog or digital controls? Duty cycle? Functions?" Plus 10-question FAQ with FAQPage schema.
- What's the difference between AC and DC TIG welding?
- What are the benefits of pulse TIG welding?
- When do I need a water cooled TIG welder?
R-TechAbove grid11-Q FAQ219w intro
FAQ: DC vs AC/DC, AC frequency control, foot pedal, water cooling, duty cycle, pulse, purging. All FAQPage microdata.
WAWNo dedicated TIG category page in sample
WSDAbove grid1,242 words
"Plasma cutters for industrial and DIY use. Metal cutting is amongst the most used processes in the manufacturing and fabrication industry today..." Covers how plasma cutting works, choosing a plasma cutter, CNC machines, features glossary: "What is pilot arc?", "What is auto set?", "What is HF free arc starting?"
R-TechAbove grid12-Q FAQ609 words
FAQ: vs oxy-acetylene, compressor sizing, clean vs severance cut, HF vs pilot arc, gouging. All FAQPage microdata.
WAWBelow grid23 words
"Cut metal efficiently with plasma cutting equipment for professional fabrication. Includes plasma cutters, torches, and spare parts from Jasic and other leading brands."
TBWSBelow grid920 words
Headings: "Generator Power", "Petrol or Diesel Welder Generators?", "Welding Processes with a Welder Generator", "AC or DC welding current?" Real decision-support content for someone choosing a generator.
EngweldBelow grid723 words
Names brands (ArcGen, Mosa, SDMO, SIP, Lincoln Electric). Covers petrol vs diesel, FAQ section, related categories. "UK's biggest distributor for all leading brands of petrol and diesel engine driven welder generators."
TBWSBelow grid10-Q FAQ558 words
Guide + FAQ. "Arc welding, often referred to as MMA (Manual Metal Arc) or Stick welding uses a power supply to create an arc of electricity between the base material being welded and an electrode..."
- What is MMA arc welding?
- What's the difference between inverter and transformer arc welders?
- What amperage arc welder do I need?
EngweldBelow grid1,204 words
Includes a spec comparison table, "What's the difference between a stick welder and an arc welder?", DC+ vs DC- bead profile FAQ, "Meet Our Welding Experts" section.
R-TechAbove grid7-Q FAQ500 words
500-word intro above the grid. Detailed process explanation. BUT: only 1 actual welder on the page (plus 2 chipping hammers). The content is strong; the product assignment is the problem.
WAWNot in teardown sample
TBWSBelow grid10-Q FAQ430 words
HSE compliance angle. "Welding and processes associated to it produce fumes..."
- Why is welding fume extraction necessary?
- What's the difference between portable and bench fume extractors?
- How do fume extraction torches work?
EngweldAbove grid (46w)+ Below grid780 words total
HSE compliance intro. Below-grid: on-torch extraction (Binzel xFUME/FEX-PRO), LEV, portable solutions, the 14-month HSE grace period.
WAWBelow grid~30 words
Short boilerplate. Page 1 products are 3M respirator kit, not extraction systems.
Every category that ranks well in this niche does two things WAW does not:
1. A short, specific, keyword-aligned intro (80-150 words) placed ABOVE the product grid that names brands, processes, specs and use cases. Not "Save big on X". Not "comprehensive solutions".
2. A substantial below-grid buying guide (200-2,000 words depending on commercial value) structured around the questions buyers actually ask, often with an FAQ accordion marked up with FAQPage schema.
WAW has intros on most categories but they are short (median 32 words), generic, and buried at the bottom of the DOM below the product grid, pagination, and "We also supply" tiles. None have a buying guide or FAQ. The one exception (MIG, 193 words) is the longest and still sits below everything.
Source: crawled HTML from 58 pages across 7 sites, 19 Jul 2026. All text excerpts are real content from the live pages.