Client: Sair International
Service Provided: Search Engine Optimization (SEO) & Social Media Marketing (SMM)
Objective: To increase online visibility, organic traffic, lead-generation, and revenue for Sair International through comprehensive digital marketing and SEO.

Background

Sair International is an international trading firm specializing in Surgical Instruments. The client had an online presence but faced the following challenges:

  • Low organic search rankings for key terms related to their business.
  • Limited social media engagement and weak brand awareness.
  • Lead generation and conversion from digital channels were minimal, despite website traffic.
  • Website technical issues (e.g., slow loading, non-optimized for mobile) impeded user experience and SEO performance.

Challenges

  • Highly competitive niche (e.g., leather goods/trading) with many established players.
  • The existing website lacked proper on-page optimization (titles, meta descriptions, header tags) and internal linking structure.
  • The backlink profile was weak, with few quality referring domains, some low-quality links.
  • Social media channels were underutilized: irregular posting, low follower growth, and minimal engagement.
  • Technical SEO issues: slow page speed, non-mobile-friendly layout, missing schema markup, crawl errors/duplicate content.

Strategy & Implementation

1. Keyword & Market Research:

  • Conducted keyword research to identify high-value terms for Sair International’s services, both local & international markets.
  • Analyzed competitor keyword profiles and search behaviour (tools: e.g., Ahrefs, SEMrush).
  • Mapped keywords to content strategy: service pages, blog posts, landing pages.

2. On-Page SEO:

  • Optimized title tags, meta descriptions, and header (H1/H2) elements for service pages.
  • Improved internal linking structure to boost authority flow.
  • Created & published fresh content: blog articles, service pages optimized for chosen keywords.
  • Implemented schema markup (e.g., Organization, Service) for better SERP appearance.
  • Fixed technical issues: improved page speed (image optimisation, caching, minification), ensured mobile-friendly design.

3. Off-Page / Link Building:

  • Performed backlink audit: removed/disavowed toxic links, cleaned link profile.
  • Built quality backlinks from relevant domains: industry blogs, trade associations, and guest posts.
  • Engaged in local citations and social media link-building.

4. Social Media Marketing (SMM):

  • Redesigned social media strategy for Facebook, Instagram, and LinkedIn: regular posting schedule, branded visuals, targeted campaigns.
  • Ran paid social ads to boost awareness and lead generation (e.g., carousel ads, video ads).
  • Monitored engagement and optimized campaigns based on performance data.

5. Monitoring & Reporting:

  • Set up Google Analytics & Search Console with goal tracking (e.g., contact form submissions, downloads).
  • Weekly/monthly dashboards to track: organic traffic, ranking positions, backlinks gained, social engagement, and leads generated.
  • Adjusted strategy quarterly based on results.

Results

Within (e.g., 6) months, the campaign delivered strong outcomes:

  • Organic traffic increased by 85% compared to the previous period.

Key Takeaways

  • A holistic digital strategy — combining on-page SEO, technical fixes, quality link building, and social media marketing — can significantly boost visibility and leads even in competitive niches.
  • Regular monitoring and flexible optimisation (rather than “set and forget”) is critical to stay ahead of algorithm changes and market shifts.
  • Mobile and speed optimisation cannot be ignored — user experience affects both SEO and conversion.
  • Social media and content marketing should complement SEO — not work in isolation.

Next Steps & Recommendations for Sair International

  • Continue building “pillar content” (long-form, authoritative articles) to target broader industry terms and capture “top-of-funnel” traffic.
  • Expand international targeting (if applicable) through localized content and language versions.
  • Explore conversion rate optimisation (CRO) on the website — e.g., A/B test contact forms, add live chat, improve call-to-action clarity.
  • Maintain high-quality link acquisition, with a focus on industry-specific domains and trade associations.
  • Increase video content on social media (e.g., client success stories, product walkthroughs) to enhance engagement.