14 November, 2025
Manufacturing | Universal Wolf
PROBLEM:
Following a website relaunch, Universal Wolf saw a significant drop in organic leads, despite strong services and increasing demand.
Critical technical issues were preventing key service pages from appearing in search results. Incorrect canonical tags had been applied across the site, which signalled to Google that important pages should not be indexed or prioritised, and as such, key service pages were entirely invisible on Google.
As a result, Google’s crawler was unable to properly interpret the site structure, suppressing visibility for high-intent keywords and limiting inbound opportunities.
Tracking and measurement were also unreliable. The existing GA4 setup did not align with best practices, leaving gaps in conversion tracking and user behaviour data. This made it difficult to understand performance or attribute results.
Without clear reporting or a structured strategy, the business lacked both visibility and direction, at a time when lead generation was already declining.
SOLUTION:
To establish a clear, measurable foundation for growth, we first implemented a fully transparent tracking and reporting suite aligned to Universal Wolf’s core business KPIs. This included a rebuilt GA4 setup, accurate conversion tracking, and a live dashboard, giving the team complete visibility over performance and enabling informed, data-led decision making from the outset.
With reliable data in place, we worked closely with Universal Wolf to stabilise performance and rebuild their SEO from the ground up, focusing on the highest-impact issues first.
We applied our Opening Sprint, a proprietary SEO recovery framework created by ROAR, designed to identify and resolve critical technical issues at speed. Within the first month, we corrected canonical tags, restored indexability across key service pages, and aligned the site with Google’s guidelines to enable proper crawling, indexing, and ranking.
Once technical foundations were secured, we implemented a structured SEO roadmap using our SEO Hierarchy of Needs framework. Each quarter focused on a defined area of improvement, allowing for controlled, measurable progress rather than reactive changes.
We then refined keyword targeting to prioritise high-intent, relevant searches, reducing wasted traffic and improving lead quality.
Alongside this, we deployed our SEO Bomb content strategy, introducing consistent, targeted content focused on core services, customer pain points, and early-stage discovery queries. This helped Universal Wolf build topical authority and expand visibility beyond transactional searches, supporting users throughout the full search journey.
OUTCOME:
Within 12 months, Universal Wolf experienced a complete turnaround in organic performance, with strong improvements across visibility, rankings, and conversions.
Conversions & Performance
- 120+ organic conversions generated
- +734% increase in organic conversion rate
- +518% increase in conversions from SEO
Rankings & Search Presence
- +27% increase in overall keyword visibility
- +66% increase in page one keyword rankings
- +94% increase in top 3 keyword positions
Organic conversions in 12 months
Increase in organic conversion rate
Increase in conversions from SEO
