Case Study: SEO Audit and Optimization for Sullaway Engineering

Client Overview

Client: Sullaway Engineering
Industry: Engineering (Structural Engineering Services)
Website: sullawayeng.com

Sullaway Engineering specializes in structural engineering solutions, offering expert services to a range of clients. Initially, Sullaway Engineering partnered with KiTo Agency for a comprehensive SEO audit to identify and resolve technical issues impacting their search engine visibility. After successfully addressing these audit issues, KiTo Agency continued working with Sullaway Engineering on an ongoing SEO campaign to drive organic traffic, improve keyword rankings, and enhance user engagement.

Objectives

The main objectives for Sullaway Engineering included:

1. Resolve Technical SEO Issues: Address errors and technical issues identified in the SEO audit to improve website performance and search engine visibility.
2. Enhance Site Speed and User Experience: Optimize images and site structure for better load times and a smoother user experience.
3. Build a Foundation for Ongoing SEO: Lay the groundwork for a sustained SEO campaign focused on increasing organic traffic, improving domain authority, and enhancing keyword rankings.

Strategy and Execution

Phase 1: SEO Audit and Issue Resolution

The SEO audit conducted by KiTo Agency identified several technical and on-page SEO issues. Here’s a summary of the main issues addressed:

1. Duplicate Meta Descriptions

• Action: Resolved duplicate meta descriptions across 31 pages by crafting unique, keyword-rich summaries for each page.
• Outcome: This enhanced SEO relevance and improved click-through rates from search engine results pages (SERPs).

1. Temporary Redirects

• Action: Replaced 111 temporary redirects with permanent (301) redirects to ensure link equity preservation and optimal SEO.
• Outcome: The site structure became more SEO-friendly, which improved crawlability and rankings stability.

1. Missing H1 Tags

• Action: Added H1 headings to 37 pages that were missing this essential SEO element, improving both page structure and search engine rankings.
• Outcome: This helped define the content topic more clearly, boosting relevance and visibility.

1. Non-Descriptive Anchor Text

• Action: Updated non-descriptive anchor texts on 3 pages to descriptive terms that align with target keywords.
• Outcome: Improved the user experience and search engines’ understanding of linked content.

1. Orphaned Pages in Sitemap

• Action: Linked 2 orphaned pages from the sitemap to appropriate content within the site, enhancing crawl efficiency.
• Outcome: This ensured that valuable content on these pages was discoverable by search engines.

1. Blocked Page from Crawling

• Action: Fixed an issue where one page was incorrectly blocked from search engine crawling.
• Outcome: Ensured all critical content could be indexed, supporting better visibility in search results.

1. Image Optimization and Site Speed Improvements

• Action: Compressed around 200 images and recommended removing large, unused images, improving site load speed.
• Outcome: Achieved a 3X improvement in site speed, greatly enhancing the user experience and reducing bounce rates.

Phase 2: Ongoing SEO Campaign

After the successful audit and technical fixes, KiTo Agency began an ongoing SEO campaign focusing on content optimization, keyword targeting, and link building:

1. Keyword Research and Content Optimization

• Action: Conducted keyword research to identify relevant terms in the structural engineering niche and optimized existing content to target these keywords.
• Outcome: Improved keyword rankings and made the site content more aligned with user search intent, driving more targeted traffic.

1. Content Expansion

• Action: Developed new blog posts and informational content covering topics like structural engineering insights, industry trends, and project case studies.
• Outcome: Increased opportunities to rank for long-tail keywords, helping attract traffic from informational searches relevant to potential clients.

1. Backlink Building

• Action: Began acquiring quality backlinks from industry-relevant websites to boost domain authority and improve the site’s reputation in Google’s eyes.
• Outcome: This helped improve rankings and increased organic visibility.

1. Regular Technical SEO Checks

• Action: Implemented monthly checks to monitor site health, manage any newly emerging issues, and ensure the site continues to adhere to best practices.
• Outcome: This proactive approach helped maintain the website’s performance and search engine rankings.

Results

The combined audit and ongoing SEO strategy led to significant improvements for Sullaway Engineering:

1. Improved Site Performance

• Site Speed: Achieved a 3X speed improvement, leading to a better user experience and reduced bounce rate.
• User Engagement: Enhanced user engagement metrics, with users spending more time on the optimized content pages.

1. Increased Organic Traffic

• Traffic Growth: The SEO improvements led to an increase in organic traffic, bringing in more qualified visitors who were likely to convert into leads.

1. Enhanced Keyword Rankings

• Keyword Positioning: Target keywords saw improved rankings as a result of the technical fixes and optimized content.

1. Stronger Domain Authority

• Link-Building Impact: The ongoing backlink campaign contributed to an increase in domain authority, establishing Sullaway Engineering as a trusted resource in its field.

Key Challenges and Solutions

• Challenge: Low Site Speed Due to Unoptimized Images
  Solution: Compressed large images and removed unused files, achieving a notable speed improvement.
• Challenge: Duplicate and Missing On-Page SEO Elements
  Solution: Updated meta descriptions, H1 tags, and anchor texts, optimizing the site for SEO best practices and enhancing user experience.

Client Testimonial

“KiTo Agency provided us with an in-depth SEO audit and addressed all our site’s issues, significantly improving our site’s performance. Their ongoing SEO support has helped us gain more visibility and leads in a competitive market. We’re grateful for their expertise and dedication to our success.”
— Britta, CEO -Sullaway Engineering

Conclusion and Next Steps

KiTo Agency’s work for Sullaway Engineering highlights the importance of a thorough SEO audit followed by strategic optimization. The initial technical fixes laid a solid foundation, while ongoing SEO efforts continue to drive growth in traffic and visibility. As we move forward, KiTo Agency will focus on expanding the content strategy, acquiring more high-quality backlinks, and continually optimizing the site to adapt to evolving SEO trends.

Interested in Improving Your Site’s SEO Performance?

If your website has technical issues holding it back, contact KiTo Agency to learn how our SEO audit and optimization services can drive measurable results for your business.

This case study provides a detailed look at how Sullaway Engineering benefited from a structured SEO audit and a continued SEO strategy, illustrating the positive impact on performance and visibility.