Meet Titan Containers

Titan Containers is a leading shipping container supplier with operations spanning Australia, New Zealand, the United Kingdom, Ireland, and beyond. For this project, we focused on optimising their four core English-speaking markets, each served by a dedicated regional website.

The Challenge

Google’s August 2024 core update devastated Titan Containers’ search visibility across all four markets. Domain Rating dropped, rankings fell dramatically, and organic traffic declined across Australia, New Zealand, the UK, and Ireland. The multi-site operation needed a coordinated recovery strategy that could address content quality issues while rebuilding domain authority through strategic link acquisition.

Domain Authority Rebuilt

• Domain Rating increased from 22 to 30, demonstrating successful authority recovery and positioning for continued growth
• Link profile strengthened with high-quality, relevant backlinks that passed genuine authority
• All four domains benefited from coordinated authority building efforts

Keyword Performance

• 70% of targeted keywords achieved page 1 rankings, putting Titan Containers in front of customers across all markets
• Product and service pages ranked for both broad category terms and specific long-tail searches
• Storage calculator tools ranked for informational queries, attracting top-of-funnel traffic
• Keyword cannibalisation resolved, with the right pages ranking for their intended keywords

Our strategic approach.

We developed a comprehensive international SEO strategy that would simultaneously address content quality, user experience, and domain authority across all four markets. Rather than treating each site in isolation, we created a coordinated approach that leveraged consistent quality standards whilst respecting regional differences.

Resolving Keyword Cannibalisation

Our technical audit uncovered a critical issue undermining their rankings: severe keyword cannibalisation across product categories. Multiple pages competed for valuable keywords like “used containers,” “new containers,” “shipping containers,” and “storage containers,” confusing search engines about which pages should rank and diluting their authority.

Strategic Keyword Mapping

• Developed clear keyword mapping across all four sites, assigning specific primary keywords to individual pages based on search intent and business priorities
• Ensured each product category (used containers, new containers, shipping containers, and storage containers) had a dedicated page optimised for its specific keyword
• Eliminated competing pages targeting identical keywords, consolidating content where appropriate
• Created a hierarchical structure where category pages targeted broad terms and product pages targeted specific variations

Internal Linking Architecture

• Implemented strong internal linking strategies that reinforced the keyword hierarchy and guided authority to priority pages
• Built contextual links from supporting content to primary category pages, consolidating topical authority
• Established clear pathways that directed both search engines and visitors to the most relevant pages for their queries

Content Optimisation and Localisation

With the technical foundation established, we implemented a systematic content overhaul that addressed Google’s quality standards whilst serving each market’s unique needs.

• Rewrote and optimised 30 product and service pages for each country (120 pages total), ensuring each met Google’s quality standards for helpful, relevant content
• Localised content for each market with region-specific terminology, pricing considerations, regulations, and use cases
• Enhanced product descriptions with detailed specifications, applications, and benefits that addressed customer questions and improved conversion rates

Strategic Link Building

With content foundation and keyword mapping established, we launched a sustained link building campaign focused on quality, relevance, and geographic appropriateness.

• Secured relevant backlinks from industry publications, business directories, and authoritative sites in each target market
• Focused on contextually appropriate links that would pass authority whilst appearing natural to search algorithms
• Prioritised links from domains with strong authority in construction, storage, logistics, and business services sectors
• Built links consistently month-over-month to demonstrate ongoing relevance and authority to search engines
• Directed links strategically to support the keyword mapping strategy, ensuring the right pages gained authority for their target terms