The challenge
BWC Safety had an established reputation in the Australian safety industry — a broad product catalogue, strong supplier relationships, and years of trade experience. But online, they were effectively invisible.
When we began tracking in April 2024, the site had almost no meaningful organic footprint. The keyword portfolio was thin, the technical foundation had unresolved crawl and indexation issues, and the site's content gave search engines very little to work with. In an industry where procurement managers and safety officers increasingly start their research on Google, that invisibility was costing real revenue.
The category is competitive. Large national distributors and well-resourced e-commerce platforms dominate the top positions. We needed to build authority methodically — not chase shortcuts that wouldn't hold.
What we did
We opened with a full technical audit and addressed the structural issues that were suppressing the site's ability to rank. Crawl errors, thin category pages, poor internal linking, and missing metadata were all resolved before any content work began. There's no point building on a broken foundation.
From there, we built a keyword strategy around the full range of BWC Safety's product categories — mapping commercial intent terms at the category level and informational terms to support authority across the broader topic. We prioritised terms where the business had genuine product depth and could realistically compete.
Content was developed systematically: optimised category pages, product-level content improvements, and supporting articles targeting the research queries buyers use before shortlisting suppliers. Each piece was built to rank, not to fill a content calendar.
On the authority side, we pursued relevant industry and trade citations alongside editorial placements that reinforced BWC Safety's positioning as a credible, specialist supplier — not a generalist marketplace.
The results
Two years in, the results are consistent and compounding. All metrics are non-branded — customers searching specifically for BWC Safety don't count.
Of 91 tracked non-branded keywords, 63 now rank on page one — up 19 since we started. 31 rank in the top three, up 13 since campaign start. 53 keywords have moved up overall. These are buyers searching for safety products and suppliers, not people who already knew the brand existed.
Estimated organic traffic has grown from near zero to approximately 500 visits per month, with the trajectory still pointing upward. The growth pattern is exactly what a properly executed SEO campaign looks like — slow to start as authority accumulates, then increasingly hard to stop.
"Surface doesn't just build sites — they engineer visibility. We've seen a direct increase in high-quality inquiries and sales conversions since partnering with them." Director, BWC Safety
BWC Safety now has a sustainable organic channel that compounds month over month, without ongoing media spend to maintain it.
