2× organic traffic in 12 months
2+ years (ongoing) engagement
The Challenge
<p>ACCL is a London-based network data cabling company with 28+ years in the industry, specialising in structured cabling, fibre optic networks, Wi-Fi, CCTV, and access control systems. Despite being a well-established operator with blue-chip case studies (RAF Museum, Wise Music Group, Jury O’Shea LLP), their online presence didn’t reflect their real-world authority.</p> <p>The site had 307 pages but weak internal linking, no structured data, performance issues (a bloated 231MB database, render-blocking resources, sitewide reCAPTCHA loading on every page), and limited content strategy.</p>
The Strategy
A comprehensive technical SEO overhaul covering site architecture, internal linking, performance, structured data, and AI-first content creation — all executed programmatically where possible.
Site Architecture Audit
A full audit of all 307 pages and 21 case studies mapped the existing content landscape and identified structural gaps. The audit revealed that the site had strong topical coverage but poor internal link distribution — pages existed in isolation rather than as a connected authority network.
Internal Linking Execution Plan
A comprehensive internal linking strategy was designed spanning ~985 links across 8 phases, connecting service pages, location pages, case studies, and blog content in a hub-and-spoke model. Phase 1 alone deployed ~73 hub↔spoke links. All content edits were executed programmatically via direct SQL database queries (due to a discovered bug where WordPress's standard content editor corrupts ACF block JSON).
Performance & Accessibility Overhaul
A deep performance session fixed critical issues including a PHP function running 458 database writes per page load, render-blocking Google Fonts, sitewide reCAPTCHA loading on non-form pages, and database bloat. The site runs on LiteSpeed shared hosting, so optimisations were carefully tuned to that environment.
Comprehensive JSON-LD Schema
Built and deployed structured data across all 30 core pages — covering LocalBusiness, Service, FAQPage, and BreadcrumbList schema types. Designed to be clean and validator-compliant.
Content Creation & GEO
New blog content and service pages were written with a dual purpose: ranking in traditional search AND being cited by AI search engines. Content is structured with entity-rich headings, statistical citations, and FAQ sections that map to the kinds of queries AI models synthesise answers from.
The Results
Measurable outcomes that made a real difference.
-
2×
Organic Traffic
Doubled in 12 months
-
Millions
Impressions
Search impressions into the millions
-
985+
Internal Links
Planned across 8 phases
-
30
Schema Pages
Core pages with structured data
| Metric | Value |
|---|---|
| Organic traffic growth | 2× in 12 months |
| Search impressions | Into the millions |
| Internal links deployed | 985+ planned across 8 phases |
| Schema pages covered | 30 core pages |
| Database writes fixed | 458 per page load → 0 |
| Pages audited | 307 pages + 21 case studies |
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