Steel Windows Australia operates in a tight, product-specific niche — custom steel-framed windows and doors for the Australian residential and commercial market. The challenge wasn't just rankings. It was visibility in a space where most competitors had years of domain authority head start and the target keywords were low-volume but high-intent.
The Approach
Executed a full technical SEO audit covering crawl errors, site architecture, page speed issues, duplicate metadata, and indexation gaps. Every fix was prioritised by impact — not just best practice checkboxes.
Ran deep competitor research across 5+ direct competitors to surface keyword gaps and content opportunities they weren't capitalising on. This shaped the entire keyword strategy — focusing on niche product terms like "steel-framed windows Australia," "custom steel doors," and location-specific variants that carried real purchase intent.
On-page execution covered title tags, H1–H3 structure, image alt text across 100+ product images, and metadata rewrites for every core page. Internal linking was restructured to push crawl equity toward the highest-converting product and category pages.
Local SEO & Off-Page
Set up and fully optimised the Google Business Profile — categories, services, photos, and Q&A. Built citations across 15+ relevant Australian niche directories and local business listings to strengthen local trust signals.
Off-page strategy focused strictly on white-hat link acquisition — niche construction and home improvement directories, relevant editorial placements, and supplier-adjacent sites. No PBNs, no spam.
Reporting & Collaboration
Delivered monthly SEO performance reports tracking keyword ranking movement, organic CTR trends, impressions, and traffic by page. Worked directly with the content team, providing briefs and structural guidance for SEO-optimised product pages and supporting blog content.
Outcome
Keyword visibility expanded across local and national terms within the first 6 weeks of technical and on-page fixes. Domain authority strengthened through consistent quality link acquisition. Google Maps presence improved measurably for key location-based searches. Organic traffic growth was recorded before the 3-month engagement concluded.
Tools Used- SEMrush · Google Search Console · Screaming Frog
