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Technical SEO Case Study: Armor Road Cases

  • Website

    https://www.armorcases.com.au

ARC is a Sydney-based manufacturer specializing in custom-built road and flight cases designed to protect valuable equipment during transport. Established in 2016, the company serves a diverse range of industries, including audio-visual production, broadcasting, events, medical, and sports. Their product offerings include flypack system workstations, filming and broadcasting flight cases, audio production road cases, medical transport cases, and custom carry cases.

Our
Challenge

  • Indexing Issues: Many pages were not appearing in Google due to staging URLs being indexed, improper canonical tags, or accidental noindex tags.
  • Backlink Issues: Some backlinks pointed to outdated URLs or redirect chains, causing link equity loss.
  • Redirect Chains: Multiple redirect chains caused slow crawling, diluted link authority, and confusion for search engines.
  • Unwanted Indexation: Staging/test URLs or duplicate content were being indexed, affecting overall site quality signals.

Solution & Action Taken

Indexing Fixes:

  • Removed staging URLs from index using noindex or robots.txt
  • Fixed canonical tags to point to primary pages
  • Submitted updated sitemaps and requested reindexing

Backlink Issues:

  • Updated backlinks pointing to correct URLs
  • Disavowed harmful links if necessary
  • Consolidated link equity by fixing redirect chains

Redirect Chain Fixes:

  • Replaced multi-step redirects with direct 301 redirects
  • Ensured all old URLs properly redirect to relevant live pages

Other Technical Improvements:

  • Implemented proper internal linking to help Google crawl and index relevant pages
  • Monitored crawl errors and coverage in GSC

Results

After implementing the technical SEO fixes, ARC experienced significant improvements in website performance and search visibility:
  • Redirect chains eliminated, ensuring faster crawling and preserving link equity
  • Crawl errors reduced, making the site more accessible to search engines
  • Bounce rate improved, indicating better user experience and engagement
    These optimizations helped restore organic traffic, improved indexing, and strengthened overall SEO performance for both local audiences.

    • Advanced AI-powered SEO agency delivering data-driven optimization and global visibility.

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