From near-invisible to category-leading organic search
Organic SEO, digital PR and authority development.
A specialist provider of aviation night vision equipment and pilot training had a modern website that almost nobody could find unless they searched the company by name. We rebuilt the site around a proper keyword and entity strategy, launched fully localised Spanish and Arabic sections, and layered digital PR and paid search on top. Within three months they had overtaken their largest competitor in organic keyword visibility.
Where the engagement started
The technical foundations looked sound, but the site was not structured around the searches buyers were actually running — and international demand was going unmet.
- The site was fast, mobile-friendly and modern, but SEO foundations were missing: generic meta data, no keyword strategy and content that did not map to commercial search intent.
- Broken links and a faulty contact form were quietly costing enquiries.
- Established aviation training providers and equipment suppliers dominated the top-ranking terms.
- Real demand existed in Latin America and the Middle East, but no competitor had content in any language other than English.
Strategy connected to delivery
Completed a full technical and on-page audit
Speed, mobile usability, indexation, on-page elements and domain history — followed by immediate fixes to meta data, homepage and services copy, the contact form and broken links, so the existing site started earning value while the rebuild progressed.
Ran deep keyword and competitor research
Analysed tens of thousands of potential search terms, narrowed to around 150 high-value English keywords focused on commercial intent, then added target terms in Spanish and Arabic. Competitor analysis showed thin content, weak conversion elements and zero non-English coverage.
Re-engineered the site around search intent
Dedicated pages for each service, audience and equipment model. Every page mapped to a keyword cluster with a clear conversion path.
Built the multilingual programme properly
Fully localised Spanish and Arabic sections with native translators and proofreaders, RTL support for Arabic, hreflang tags, a language switcher that remembered user choice, and separate URL directories that could be measured independently.
Briefed and published expert-level content
Every core page and blog post briefed with primary and secondary keywords, must-cover topics, competitor references and CTAs. Content was written for pilots, military and law enforcement audiences, with subject-matter expert review before publication.
Developed digital PR and paid search in parallel
Placements in high-authority aviation, defence and law enforcement directories. In addition todata-driven content and outreach. This alongside themed paid campaigns in English, Spanish and Arabic with conversion tracking from day one.
Outcomes measured in commercial terms
- Overtaken the largest competitor in total organic keyword visibility in under 90 days.
- Keyword visibility +118%, first-page rankings +158% and first-position rankings +700% by month 12.
- 866,000 impressions and 10,400 clicks in the first half of a recent year, at an average position of 9.1.
- Spanish content ranking #1 in several Latin American markets for core commercial terms.
- First-page visibility in Mexico, Colombia, Saudi Arabia and the UAE.
- Combined organic and paid presence lifted conversions by 35% where both channels held the top positions.