What We Were Solving
How We Built It
We ran a structured discovery process. First, a call with the ALS team to understand their priorities, which services bring in the most revenue, and where they want to grow. Then we ran a full technical SEO audit and keyword research phase. We identified over 120 relevant keywords across their service lines and industries, mapped them to existing and new pages, and built a phased content plan. The strategy focused on three things: fixing technical issues holding back indexing, creating content that targets mid-funnel commercial keywords, and structuring the site so AI crawlers can understand and cite ALS as a source. We set clear benchmarks for average position improvement and top-100 keyword growth over 90 days.Starting With a Conversation
Before we opened any SEO tool, we sat down with the ALS team for a proper discovery call. We needed to understand the business, not just the website. Which services generate the most revenue? Where are they trying to grow? Who are the competitors they keep running into? What does a good lead look like for them?
This step is something a lot of agencies skip. They run a crawler, generate a report, and send a proposal. We think that is backwards. If you do not understand the business, you cannot build a strategy that actually drives the right traffic. There is no point ranking for "crane hire" if the margins are in BESS installation.
The Audit
After the discovery call, we ran a full technical SEO audit. This covered everything from crawlability and indexing issues to page speed, mobile performance, and content structure. Because we built the website ourselves, we already knew the technical foundation was solid. But there were still gaps in how the content was structured for search.
The main findings were straightforward. The site had thin content on several service pages. Internal linking between related services and industries was minimal. There was no blog or resource content to target informational keywords. And the site had not been submitted to or optimised for any AI search platforms.
Keyword Research and Mapping
We identified over 120 keywords that matched ALS's services across oil and gas, mining, and renewables. We grouped these into clusters around each service line: alternative lifting, crane hire, engineering, BESS installation, and transport. Each cluster had a mix of commercial intent keywords (the ones that bring in leads) and informational keywords (the ones that build authority over time).
Every keyword was mapped to either an existing page or a planned new piece of content. This mapping document becomes the roadmap for the next six months of work. It tells us exactly what to write, where to publish it, and which internal links to build.
AI Search Visibility
This is the part most SEO agencies are not talking about yet, but we think it is critical. A growing number of B2B buyers are starting their research in AI-powered tools. Google AI Overviews, ChatGPT with web search, Perplexity, Bing Copilot. If your business is not structured in a way these tools can understand and cite, you are invisible to a growing segment of your market.
For ALS, we structured the content so AI crawlers can easily extract and reference key facts about their services. Clear headings, factual statements, structured data markup, and an llms.txt file that tells AI systems what the site is about. We also made sure the ALS website allows responsible AI crawlers access, so their content can be surfaced in AI search results.
The Plan
We broke the strategy into three phases:
- Phase 1 (Month 1): Fix all technical issues from the audit. Expand thin service pages. Submit to Google Search Console and Bing Webmaster Tools. Set up tracking for keyword positions.
- Phase 2 (Months 2 to 3): Publish targeted content for the highest-value keyword clusters. Build internal linking structure between services and industries. Implement structured data for organisation, services, and FAQ content.
- Phase 3 (Months 4 to 6): Expand into informational content. Monitor AI search mentions. Refine based on ranking data and search console insights. Target featured snippets and AI Overview citations.
We set measurable targets: improve average keyword position by at least 15 spots across tracked terms, double the number of keywords in the top 100 within 90 days, and achieve at least one AI search citation within the first six months.
Why Strategy Comes First
We see too many businesses jump straight into writing blog posts or building backlinks without a clear plan. That is wasted effort. A good SEO strategy tells you exactly where to spend your time for the highest return. For ALS, that meant focusing on commercial service keywords first and informational content second. It meant fixing internal linking before worrying about external links. It meant getting the technical foundation right before adding more content on top of it.
If you are looking at your own website and wondering where to start with SEO, a conversation is always free. We will tell you honestly what is worth doing and what is not.