ALS International SEO Strategy

After delivering the ALS International website, we moved immediately into the SEO phase. A new site with no history, no inbound links, and no organic presence. A blank slate in a competitive B2B market.

The technical audit came first. 14 issues identified across crawlability, indexation, and structured data. Missing canonical tags on duplicate parameter URLs. Sitemap not submitted. Robots.txt blocking staging subdomain paths. Schema markup absent across all service pages. We resolved all 14 issues in the first two weeks.

Keyword research covered the Australian market specifically. 120+ terms mapped across five service verticals: project logistics, equipment supply, site operations, engineering consulting, and renewables. Each term was classified by intent: commercial, informational, and navigational. Commercial terms go on service pages. Informational terms go in the content plan.

The content plan was phased over 12 months. Phase 1 targeted the eight highest-commercial-intent terms first, the searches buyers make when they are ready to call someone. Phase 2 built informational content around supporting topics, building topical authority in Google's eyes. Phase 3 expanded into adjacent industries.

On-page optimisation covered every service page: title tags, meta descriptions, H1 structure, internal linking between related pages, image alt text, and page-specific schema markup for service type and area served.

Keyword research also revealed two service categories that ALS had not prioritised in their marketing but that had significant search volume. We recommended they build these out as standalone service pages. They did. Both pages are now ranking in the top 10 for their target terms.

Consistent SEO work over six months produced first-page rankings for eight primary target keywords and top-three rankings for three high-intent terms. Inbound enquiries from organic search became a measurable channel for the first time in the company's history.