SEO Case Study: theaviatorstore.com.au
Website Overview
Website: https://www.theaviatorstore.com.au/
Industry: Physical and Online Store that sells avaiation products
Target Location: Australia
Target Audience: People interested in aviation
My Role:
Technical SEO (fixing crawl issues, optimizing images, improving site performance)
On-page SEO (keyword optimization, metadata updates, content structure)
Off-page SEO (backlink building,
Blog Content Creation
Organic Performance Before SEO
Our analysis in this case study spans the months of April, May, and June. You’ll notice various screenshots throughout the document; these were all pulled directly from SEMrush reports to illustrate the data and insights we gathered.
Website Issues Identified
A comprehensive SEO audit revealed several critical issues affecting search performance:
Thin or missing content on key product and category pages
Poor metadata including unoptimized title tags and meta descriptions
Broken links and crawl errors identified via Screaming Frog
Lack of backlinks, and the presence of some toxic links based on SEMrush audit
Unoptimized product pages (e.g., no unique content, weak keyword targeting)
These issues significantly impacted crawlability, indexation, and relevance — leading to low organic search performance.
Tools Used for Audit
The following tools were used to complete the initial technical and on-page audit:
Google Search Console – For crawl/index errors and performance
Google Analytics – For basic traffic insights
SEMrush – For keyword analysis, backlink audit, and domain health check
Screaming Frog – For technical SEO issues like broken links and duplicate content
Google PageSpeed Insights – For analyzing Core Web Vitals and site speed
Month 1 – Laying the Foundation
Goals for Month 1
The primary focus in the first month was to build a strong SEO foundation by addressing technical issues and improving core on-page elements:
Fix existing technical SEO issues
Improve site speed and usability
Begin on-page optimization
Audit and improve existing content
Optimize each product page for better relevance and targeting
Actions Taken
To achieve these goals, the following tasks were completed:
Performed a full site crawl using Screaming Frog, and addressed:
Broken internal links
404 error pages
Missing H1 tags
Duplicate or missing meta titles and meta descriptions
Improved metadata across core pages, ensuring title tags and meta descriptions were keyword-rich and aligned with user intent
Identified thin content pages (particularly on product pages) and began improving content with keyword-focused and user-relevant information
Conducted keyword research to identify target keywords for categories, products, and informational blog content
Submitted updated XML sitemap and ensured proper indexing via Google Search Console
Results in Month 1
Reduction in technical SEO issues – The number of errors and warnings identified in SEMrush and Screaming Frog audits dropped significantly
Slight improvement in site visibility – SEMrush’s visibility score showed a minor increase, indicating early positive impact
Faster crawl and indexation – More pages were indexed in Google, and crawl stats showed improvement
Month 2 – Content Growth & Link Building Foundation
Goals for Month 2
In the second month, the focus shifted toward expanding content, improving internal site structure, and initiating off-page SEO strategies:
Continue on-page SEO optimization
Publish 1 new blog post per week targeting aviation-related keywords
Build foundational backlinks through niche-relevant directories
Optimize internal linking structure to eliminate broken and orphan pages
Ensure products are correctly categorized and organized
Begin creating collection pages for improved navigation and SEO targeting
Actions Taken
To achieve the above goals, the following steps were executed:
Published weekly blog posts, targeting niche keywords such as “aviation headsets”, helping build topical authority
Improved internal linking structure, ensuring all important pages were interlinked and orphan pages were addressed
Continued resolving mobile speed and technical issues using Google PageSpeed Insights and GSC mobile usability reports
Audited and re-categorized products to ensure each item was listed under the correct category for better crawlability and UX
Created collections (product grouping) to target category-level keywords and improve internal navigation
Built foundational backlinks by creating directory listings on aviation-related and Australian business directories
Results in Month 2
Increased impressions and clicks in Google Search Console, indicating stronger keyword targeting and better crawl accessibility
New keywords began ranking, including long-tail variations targeted in the blog posts
Page speed scores improved, especially for mobile, contributing to better UX and SEO performance
Improved indexation and crawl behavior from Google as internal linking and structure were improved
After implementing key SEO strategies, we’ve seen significant improvements in website performance. This audit reflects ongoing progress and confirms that the SEO efforts are having a positive impact on site structure, content quality, and search readiness.
Month 3 – Scaling Content & Authority Building
Goals for Month 3
The third month of the SEO campaign was focused on scaling content production, strengthening domain authority, and refining keyword performance based on existing data. Specific goals included:
Strengthen off-page SEO with backlink outreach
Increase blog publishing frequency and target informational keywords
Monitor and refine keyword performance
Add structured data/schema for enhanced SERP visibility
Improve engagement and trust signals
Actions Taken
To drive performance and authority growth, the following actions were implemented:
Created new landing pages targeting high-potential commercial keywords and user intent
Performed manual outreach to relevant blogs and aviation-related sites to acquire high-quality backlinks
Published more in-depth blog content, targeting long-tail and informational keywords to broaden reach
Configured SEO plugin schema settings to include structured data for blog posts and products
Updated older blog posts and product content, refreshing them with optimized keywords, better structure, and internal links
Disavowed toxic backlinks using Google Search Console’s disavow tool, improving the site’s backlink profile health
Results in Month 3
Significant increase in keyword rankings, especially for product-focused and blog-related terms
Boost in organic traffic, visibility, and user engagement — confirmed via SEMrush and GSC trends
Higher click-through rates (CTR) in Google Search Console due to improved titles, descriptions, and structured data
Growth in referring domains and backlink count, strengthening the domain’s trust and authority
Increase in Domain Authority (as measured by SEMrush or Moz), signaling off-page SEO progress
Final Summary: 3-Month SEO Progress
Over the course of three months, a strategic combination of technical fixes, content creation, on-page SEO, and off-page link building significantly improved the search visibility of The Aviator Store. With stronger keyword rankings, increased organic traffic, and a cleaner technical foundation, the site is now well-positioned for continued growth.