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Industry

Manufacturing
Project

Atlas
Turnover

> $10 Billion
Markets

US, Canada, EMEA, APAC

Project Overview

A global manufacturer operating across multiple continents

Required a structured search transformation programme.

The organisation had:

10,000+ indexed pages
Multiple divisional marketing teams
Independent product additions across regions
No formal SEO governance framework
Significant technical SEO gaps

No structured data deployment
Poor internal linking
Cannibalisation across product portfolios
No attribution clarity
Low branded organic search demand

Organic performance was materially underdeveloped for an organisation of this scale.

At programme commencement:

<20,000 organic sessions per month
<9,000 ranking keywords

High levels of misaligned, non-converting traffic
No structured approach to intent mapping

Search visibility did not reflect the company’s global market position.

The Structural Challenge

This was not a tactical optimisation exercise.

Core issues included:

Siloed product uploads across divisions
No unified taxonomy or content governance
Technical compliance weaknesses
Weak crawl architecture

Lack of internal linking strategy
Absence of structured data and entity modelling
Governance bottlenecks slowing implementation
Fragmented data reporting across regions

Additionally, enterprise reporting requirements extended beyond marketing – including data requirements for investor communications.

Strategic Intervention

The programme was delivered over a three-year structured transformation.

Enterprise Search Architecture

Full technical audit across 10,000+ URLs
Sitecore structural alignment
Internal linking governance framework
Cannibalisation resolution across product portfolios
Removal of non-converting, misaligned keyword targeting

Intent & Commercial Alignment

Comprehensive keyword-to-product intent mapping
Elimination of irrelevant traffic sources
Commercial query prioritisation
Product-level visibility optimisation

Structured Data & AI Visibility

Structured data implementation across product categories
Entity reinforcement strategy
Featured snippet optimisation
AI Overview visibility positioning

Governance & Divisional Alignment

Cross-divisional SEO consultancy
Alignment between content, social, and SEO
Technical collaboration with internal IT and development teams
Backlink profile cleanup and risk mitigation

Enterprise Reporting Infrastructure

Custom Looker Studio dashboards
Divisional performance reporting
Investor-level data clarity
KPI alignment across global regions

The transformation required coordinated engagement across marketing, IT, content, and senior stakeholders.

Measurable Outcomes

Organic Visibility

37% net increase in qualified organic traffic
Organic sessions scaled from <20,000 to 140,000+ each month
Ranking footprint expanded to 70,800+ keywords
Branded organic traffic increased to 94,000+
Featured snippet acquisition established across priority product categories
Inclusion within AI Overview environments
Strengthened product-level discoverability

Traffic quality improved significantly through removal of non-converting search terms.

Commercial Impact

Product sample requests +44%
Call clicks +37%
Email clicks +50%
Contact form submissions +36%
PDF downloads +48%
Job applications +34%

Product page visibility strengthened materially across multiple global divisions.

Governance & Long-Term Impact

Beyond traffic growth, the programme delivered:

Structured SEO governance within a complex enterprise environment
Improved collaboration between marketing divisions
Clear performance attribution
Technical alignment between marketing and IT
Reduced dependency on non-qualified traffic

Search transitioned from an underdeveloped channel to a structured, commercially aligned growth system.

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