Covol is a trusted provider of workplace solutions, offering businesses high-quality services that enhance their environments and create spaces that truly work. With an established reputation in their sector, Covol recognised that while their services were strong, their digital presence did not match the same level of professionalism or visibility.
The existing website was limiting their ability to grow online. It lacked structure, technical strength, and SEO foundations, which meant that potential customers were finding it difficult to discover Covol’s services through search engines. To compete effectively in their market and reach new clients across multiple regions, Covol needed not only a new website but also a carefully planned SEO strategy. That is where Outrank came in.
The Challenge: A Website That Was Holding Back Growth
When we first engaged with Covol Engineering, one of the biggest issues was the website itself. It had been built on a platform that was not designed with scalability or SEO in mind. This meant the site was difficult to optimise, both technically and strategically.
From a structural perspective, the website lacked a clear hierarchy. Service pages were not properly mapped to keywords, meaning search engines struggled to understand what the business did and who it served. Technical issues such as poor mobile responsiveness, slow page speeds, and limited crawlability were further holding back performance.
In today’s search landscape, Google rewards websites that not only deliver value to users but also meet specific technical standards. A site that is difficult to crawl or slow to load can result in poor indexation and lower rankings, regardless of how strong the services are. For Covol, this meant that potential customers searching for their solutions were more likely to find competitors instead.
It was clear from the outset that a rebuild was not just desirable but essential.
Our Approach: Laying SEO Foundations with a Scalable Rebuild
A WordPress Website Built for SEO
The first step was to initiate a complete rebuild of Covol’s website on WordPress. Unlike the existing platform, WordPress offers the flexibility and scalability needed to support ongoing SEO. Every decision in the rebuild process has been made with both user experience (UX) and search engine optimisation in mind.
We have designed a clear and logical URL structure that aligns with Covol’s services and future keyword strategy. This will make it easier for search engines to understand the hierarchy of the site and for users to navigate. Proper header structures are being implemented across pages, improving content readability and signalling relevance to search engines. Schema markup is being added to key areas of the site to enhance how Covol appears in search results, enabling features such as rich snippets.
Technical SEO Enhancements
Technical SEO often goes unseen, but it underpins everything else. As part of the rebuild, we are addressing multiple issues that previously held Covol back. A new XML sitemap is being created to give search engines a clear roadmap of the site’s content, improving crawl efficiency. The site is being fully optimised for mobile-first indexing, a crucial factor since most searches now take place on mobile devices.
Page speed is also being prioritised, not only because it is a direct ranking factor but because faster load times lead to a better user experience and higher conversion rates. Finally, indexability fixes are being built in, ensuring that the right pages are surfaced in search results while avoiding duplication or wasted crawl budget.
By tackling these areas during the rebuild, we are giving Covol a technical foundation that will allow SEO efforts to flourish in the months and years ahead.
Strategic SEO: Keywords and Locations
Alongside the technical rebuild, we have carried out extensive keyword research and mapping. This has involved analysing Covol’s services, target industries, and the regions they operate in to identify the terms their potential customers are actually searching for.
High-intent commercial keywords have been prioritised, as these are the searches most likely to lead to enquiries and conversions. These keywords have been mapped directly into the future site structure, ensuring that when the new website launches, each page has a clear purpose and a defined search intent behind it.
In addition to primary service terms, we have identified long-tail and local variations that will enable Covol to capture niche search demand. Long-tail keywords often represent more specific user intent and are less competitive, making them a valuable way to build rankings and traffic over time.
Local SEO is a major opportunity for Covol, so we have planned a detailed location page strategy. These pages will target specific areas where demand is highest, using a “service + location” format to match how users search. By prioritising locations around Covol’s headquarters and primary service regions, we can help them establish visibility where it matters most and then expand outward.
Strengthening Local SEO with GMB and Citations
A strong local SEO strategy goes beyond the website itself. We have optimised Covol’s Google Business Profile (formerly Google My Business), ensuring that it is fully complete and accurate. This is essential because local pack results and map listings are often the first thing potential customers see when searching.
To further strengthen local signals, we carried out a full citation campaign. This involved ensuring Covol is consistently listed across trusted online directories, which helps Google verify the business’s legitimacy and relevance. We also added Covol to Apple Maps and Bing Maps, expanding their reach across multiple platforms.
Content has not been overlooked. A Bizify blog has already been published to provide fresh visibility, and existing blogs on Covol’s site have been optimised to better target relevant keywords. Together, these efforts support the overall SEO campaign by boosting authority, visibility, and local credibility.
Progress and Next Steps
While the full site rebuild is still in progress, the foundations have already been laid. The keyword and location strategy is in place, citations and GMB optimisations are live, and content improvements have begun to take effect. These initial steps are already helping Covol increase visibility in local searches, even before the new site has launched.
Once the new WordPress site goes live, Covol will benefit from a technically sound platform designed to grow with them. They can expect faster performance, better search engine visibility, and a scalable SEO framework that will allow for the addition of new services and location pages over time.
Positioning Covol for Long-Term Digital Growth
Covol’s journey with Outrank demonstrates how addressing both technical and strategic SEO challenges can transform a business’s digital outlook. By rebuilding their website with SEO at its core, mapping a keyword strategy that aligns with user intent, and strengthening their local presence, we are helping Covol move from being limited by their old site to being positioned for growth.
With a strong foundation in place and a roadmap for expansion, Covol is set to achieve lasting improvements in visibility, traffic, and customer enquiries. Outrank’s work is not just about building a new website, it’s about building a sustainable digital future.
Want to find out how we can help you? Get in touch with our expert team for more advice on your business website and SEO strategy.