National Engineering Recruitment Firm

Client Overview:

A national engineering recruiter with multiple offices and sector divisions, including manufacturing, energy, and design. The business had a large website but no cohesive SEO strategy or clear roadmap for growth. Marketing output was inconsistent, and decision-makers wanted data-driven direction before committing to a retainer.

Challenge:

The firm’s senior team needed a board-ready SEO strategy to justify future investment. The website suffered from duplicate content, fragmented site architecture, and poor keyword alignment across sectors. They needed clarity on where to focus resources, which pages to prioritise, and what return to expect.

Strategy and Approach:

Through the Innovate Playbook, Kaizen delivered a complete 29-component SEO and AEO strategy designed to secure board sign-off and de-risk future investment. The playbook combined technical audits, keyword opportunity analysis, and a costed roadmap to guide 12 months of phased implementation.

Implementation Highlights:

• Full technical audit and Foundations Overview to diagnose site health
• Keyword Gap and Opportunity Matrix across six engineering sub-sectors
• Architecture and Page Planning to rebuild hub and cluster relationships
• Topical Authority framework for sustainable AI visibility
• Costed deployment plan and RACI for accountability and budget control

Results:

The Innovate Playbook revealed 182 untapped keyword opportunities and defined a 12-month roadmap with projected traffic growth of 120%. The firm secured board approval for a national SEO rollout and moved into an Dominate Retainer to execute the plan.

Outcome Summary:

The Innovate Playbook provided the clarity and confidence the leadership team needed to invest strategically in SEO. With risks mitigated and actions prioritised, the company transitioned smoothly into implementation with a structured, evidence-based plan.