Duration: 2 Years
Location: Australia Wide
Objective:
Enable more deaf and hard-of-hearing individuals, employers, carers, and educators to discover employment pathways, support services, and workplace inclusion resources through organic search.
GoingIT’s objective focused on transforming the website into a high-trust, accessible discovery platform that actively connects people to employment support, rather than serving as a static information repository.
The Challenge
The organisation delivers nationally recognised employment and inclusion services with strong sector credibility and long-standing community impact. However, the website did not reflect this authority in search visibility or user experience.
People searching for employment assistance, inclusive hiring guidance, or education pathways often failed to reach the most relevant pages. Website structure mirrored internal program logic instead of real-world search behaviour, which increased friction for first-time visitors.
At the same time, evolving search environments introduced new complexity. AI-assisted discovery and richer search results demanded clearer content signals, stronger structure, and higher trust indicators.
Without intervention, the website risked limiting access to critical services at moments when users needed guidance most.
Key Issues Identified:
- Low organic visibility for employment and inclusion-focused search queries
- Website navigation designed around internal categories rather than user intent
- Weak internal linking between job seeker, employer, and education resources
- Inconsistent authority and accessibility signals across priority pages
- Limited readiness for AI-assisted search and emerging discovery platforms
- Engagement data showing users struggled to locate relevant information efficiently
The Strategy
GoingIT delivered a long-term SEO and website optimisation strategy grounded in accessibility, intent alignment, and sustainable discovery.
Rather than chasing short-term rankings, our team focused on building a website foundation that supports ongoing visibility, engagement, and trust across traditional and emerging search environments.
1. Technical SEO and Website Foundations
Our SEO specialists strengthened the technical performance of the website to support accessibility, clarity, and scalability.
We resolved crawl and indexing inefficiencies, improved mobile responsiveness and Core Web Vitals, refined semantic page structure, and enhanced structured data to reinforce organisational credibility. We also implemented llms.txt to support responsible AI interpretation of content.
2. Website Structure and User Journey Alignment
Our team restructured the website around how people search for employment support and workplace inclusion.
We organised content into clear pathways for job seekers, employers, carers, and professionals. Navigation logic, headings, and page flow now guide users from discovery to action with fewer steps and clearer context.
3. Content Depth and Authority Development
Our content strategists expanded and refined priority employment and education content, strengthening topical depth and internal linking between related resources.
We maintained inclusive, respectful language while improving clarity, relevance, and trust signals that support long-term authority.
4. Measurement and Continuous Improvement
Our analysts tracked engagement, interaction, and navigation behaviour using GA4 and Search Console, supported by Looker Studio dashboards.
These insights guided ongoing refinement, allowing content and structure to evolve based on real user behaviour rather than assumptions.
The Results
Performance Improvements Over 2 Years
- Organic sessions increased by 79%
- Visibility across precision engineering and fabrication terms strengthened statewide
- Engaged sessions increased by 71%
- Average engagement time increased by 31%
- Qualified industrial enquiries increased by 85%
Highlights:
- Organic search became a major contributor to industrial enquiry generation
- Service pages ranked for more technically specific long-tail engineering queries
- Procurement-focused visitors spent longer reviewing technical capability
- High-value enquiries demonstrated stronger alignment with core manufacturing strengths
The Impact
Within 12 months, the website evolved into a structured industrial acquisition channel.
Organic visibility expanded across precision engineering and advanced manufacturing categories. Service depth and industry clustering reinforced engineering authority. Enquiries reflected improved commercial alignment rather than general traffic volume.
The digital presence now accurately reflects the technical sophistication, production capacity, and compliance capability delivered operationally.
Key Takeaways
- Industrial SEO requires technical specificity and compliance visibility
- Procurement-driven search intent differs significantly from general B2B traffic
- Structured service clustering strengthens authority in engineering sectors
- Deep technical content improves enquiry quality, not just quantity
About GoingIT
GoingIT is a Melbourne-based digital agency specialising in SEO, web development, and digital growth strategies.
We help Australian businesses strengthen their online presence through measurable, ethical, and performance-driven marketing.
