The Challenge
ROOVTECT works on home additions, from canopies and carport roofs to awnings. It joins modern design with advanced technology to raise the quality of a home’s roofing and awnings and how well they work. Its own line for this is Unique Roof Solution.
ROOVTECT’s website was hit by a security breach. Attackers placed outbound links to gambling sites across its pages. Cleaning up the backlink profile was only part of the work, because the injected spam had already done real harm. Without fast action, the brand’s visibility in organic search for premium canopy and carport roofing search terms was at risk of lasting damage.
Primal’s task was to find the security weakness, contain the damage and restore the site.
Our Approach
Primal’s search engine optimisation (SEO) recovery strategy set out to restore both the integrity of the site and its authority in search. A detailed technical review found the security gaps, and the team cleaned the whole content management system (CMS).
A key part of the approach was a new structure for the site’s content, set out around experience, expertise, authoritativeness and trustworthiness (E-E-A-T), so that the site showed ROOVTECT’s expertise in roofing and shading once more.
Search terms with a high intent were matched to updated landing pages. Careful index management and sitemap optimisation made better use of the site’s crawl budget, the number of pages a search engine reads on a site in a given time, so that search engines had a clean site they could trust and assess again.
Outcomes Achieved
The work ran on 2 tracks at once, technical fixes and content that earns authority. The team removed the spam links, strengthened the robots.txt file and published new, optimised sitemaps, so that search engines indexed the genuine pages again sooner.
At the same time, Primal published targeted blog posts that kept strictly to E-E-A-T guidelines. They made the site relevant again for ROOVTECT’s roofing products, and its pages regained their rankings.
The technical fixes and the keyword-focused content worked together. Within 7 months, organic key events grew 14.17x, organic users grew 3.2x and organic clicks grew 2.2x. An organic key event is an action on the website that its analytics records as important, made by a visitor who came from unpaid search results.
- 2.2xIncrease in Organic Clicks
- 3.2xIncrease in Organic Users
- 14.17xIncrease in Organic Key Events
Key Insights
- The recovery ran on 2 tracks at once, technical fixes to clean the site and content to restore its authority in search.
- Content set out around E-E-A-T showed ROOVTECT’s expertise in roofing and shading once more.
- Index management and new sitemaps gave search engines a clean site to read and index again.
- Organic key events grew 14.17x in 7 months. Organic users grew 3.2x and organic clicks grew 2.2x.
