Streamlining Content & Boosting Traffic for SA Equip
SA Equip is a UK-based specialist in portable safety equipment designed for harsh and hazardous environments. Their product range covers lighting, heating, power distribution, ventilation and local exhaust ventilation systems – all of which are developed in-house to meet strict international safety standards. SA Equip dates back to 1924 where they initially formed as an electrical supplier to the shipping industry. The company grew rapidly during the North Sea oil boom and has since established itself as a trusted partner across industries including oil & gas, aviation, utilities, construction, nuclear and shipping. Today, SA Equip work globally, delivering tailored solutions that keep people working productively in highly challenging environments.
What We Did
SA Equip approached us having recognised that their website was underperforming organically. A key issue was the presence of multiple duplicate product pages, for example – separate pages for hiring and purchasing the same item, as well as individual pages for variations such as size and plug type. To address this, we consolidated these into single, unified product pages with dropdown menus for selecting options. This simplification improved navigation, enhanced the user experience, and boosted SEO by eliminating duplicate content.
We conducted a full blog audit, identifying technical and structural issues such as poor layout, incorrect use of heading tags, and indexing problems. Each blog was carefully reviewed – with several rewritten, merged, or updated to enhance relevance, correct outdated information and ensure alignment with current SEO best practices.
Looking forward, our strategy includes ongoing actions to maintain and improve site performance: updating product page content, conducting an internal linking audit, and implementing a structured content plan. This ensures SA Equip continues to rank well and provides a seamless experience for their customers.
Results
Since the changes, users have provided positive feedback, noting that the content is now much easier to navigate and all related information is simpler to find. Active users of the site have doubled over the past year compared to the previous year and overall traffic has increased by over 50%, driven in part by better indexing and the streamlined presentation of information. We continue to partner closely with the SA Equip team, making ongoing improvements to ensure the website remains user-friendly and effective.
Alongside a strong SEO strategy, our Account Management team continues to work closely with SA Equip’s internal marketing team to ensure their efforts align with ours and support overall business goals. If you need support with your website, or help with how to align all your digital marketing efforts, please don’t hesitate to get in touch – we’re here to help you achieve the best results.
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