The Challenge
The client is a long-established UK manufacturer of high-security perimeter fencing systems, serving global clients across defence, infrastructure and data centre sectors. Despite genuine technical expertise and a strong international reputation, their website was failing to reach engineers, procurement teams and facilities managers who were actively searching for the products they make. Almost all search traffic came from branded queries, meaning the site was being found only by people who already knew the company. Competitors were outranking them on commercial terms by a wide margin, and a structural problem was concentrating almost all organic visits on a single page rather than distributing authority across the service and product pages that mattered most.
- Nearly all top-ranking queries were branded variations, with minimal visibility for product and service terms
- 80% of organic traffic landed on the homepage, pointing to weak internal linking across the site
- Mobile PageSpeed scored 53/100, with Largest Contentful Paint at 4.5 seconds
- At least 12 pages had no meta descriptions, leaving search engines without a clear content summary
- The site had no schema markup and no XML sitemap submitted to Google Search Console
- The gap with the leading competitor: 227 organic keywords versus 8,353
Our Approach
1. Technical Audit
I reviewed site health, page speed, metadata, internal linking and crawl configuration. The audit catalogued 81 errors and 480 warnings, each prioritised by their likely impact on organic performance.
2. Keyword and Competitor Research
I mapped 8,960 monthly UK searches across commercial terms the site was not ranking for, and benchmarked visibility and authority against five direct competitors to identify where the gaps were largest.
3. Six-Month Action Plan
I built a structured delivery plan with monthly sprint priorities, covering technical fixes, content development, schema implementation and off-site work, each sprint with time estimates attached.
4. Baselines and Growth Targets
I set clear starting-point metrics and 6 and 12-month targets for organic traffic, click-through rates and non-branded keyword coverage.
How I Work
Discovery and Audit
I began with a full diagnostic covering site health, page speed, metadata, internal linking and organic search performance. The audit surfaced major technical issues and warnings, and mapped the commercial keyword opportunity the site was missing.
Structured Delivery
Work runs across six monthly sprint cycles, each with defined tasks, time estimates and clear priorities. Early sprints address foundational technical fixes including mobile page speed, metadata and crawl configuration. Later sprints move into content development, schema markup, pillar articles and link outreach.
Measure and Report
Progress is tracked using SERanking, Google Search Console and PageSpeed Insights. Keyword position changes, click-through rate improvements and PageSpeed scores are monitored against the baselines set in the audit, with a written report produced at the end of the engagement.
The Results
The audit delivered a complete picture of the site’s technical health and organic search position, many aspects of which had not been formally assessed before. Technical issues across metadata, page speed, internal linking and crawl configuration were documented, graded by priority and built into a monthly action plan. Keyword research across the commercial terms competitors were targeting revealed 8,960 monthly UK searches the site was not capturing. With those findings in hand, a six-month structured delivery programme was built to address the technical debt and begin growing non-branded keyword coverage.