Calcamite SEO

Search Engine Optimization

Calcamite, part of JoJo Tanks, has been a pioneer in packaged wastewater treatment plants in South Africa for over 40 years, offering sustainable and innovative solutions. Their goal, in collaboration with Ruby Digital, has been to grow online market share through focused intent-based conversions and enhanced ROI.

88.18%

increase in Organic Traffic

72.09%

increase in Key Events

271.4%

increase in Keywords Ranking on Page 1 of Google Search

Calcamite SEO

Search Engine Optimization

Calcamite, part of JoJo Tanks, has been a pioneer in packaged wastewater treatment plants in South Africa for over 40 years, offering sustainable and innovative solutions. Their goal, in collaboration with Ruby Digital, has been to grow online market share through focused intent-based conversions and enhanced ROI.

88.18%

increase in Organic Traffic

72.09%

increase in Key Events

271.4%

increase in Keywords Ranking on Page 1 of Google Search

Brief & Objectives

Calcamite approached Ruby Digital with the primary goal of increasing intent-based conversions within a defined market through strategic SEO efforts. At the outset of the partnership in July 2022, their website was newly launched, and the brand—while backed by the credibility of their parent company, JoJo Tanks—was still in the early stages of establishing its own online authority. Our objective was not only to grow the volume of qualified organic conversions but also to strengthen Calcamite’s digital presence by improving keyword rankings, building trust signals, and enhancing overall brand credibility in search results.

Challenges

Since Calcamite approached Ruby Digital, they were met by a few major challenges:

One of the primary challenges was starting from a low authority baseline. As a newly launched website in July 2022, Calcamite had limited historical data, backlinks, and keyword rankings—factors that typically take time to build and significantly influence Google’s trust in a domain. Without this foundation, even the most well-optimised content would struggle to rank competitively in the short term.
Another obstacle was limited non-branded keyword visibility. Early traffic was either minimal or skewed heavily toward branded terms (e.g., “Calcamite tanks”), which meant there was little search presence for high-intent, product-related keywords. This required a robust keyword expansion strategy that targeted long-tail and problem-aware queries to attract qualified organic traffic.
Additionally, credibility and trust signals were initially lacking. While Calcamite benefits from its association with JoJo Tanks, it needed to independently demonstrate topical authority in areas like wastewater solutions, septic systems, and compliance with national standards. This made trust-building tactics—such as technical SEO improvements, thought-leadership content, and link acquisition—critical components of the strategy.
Finally, ranking in AI Overviews (SGE) presented its own set of challenges. To be featured in AI-driven summaries, content must not only be well-optimised but also structured semantically, including authoritative signals, and answer specific user intents concisely. For a technical B2B brand like Calcamite, balancing SEO best practices with clarity and credibility in complex subject matter was a constant focus.

Our Solution

Ruby Digital implemented a proven, structured SEO strategy tailored to Calcamite’s goals. We began by building a consistent and technically sound SEO campaign, ensuring that both the website’s technical health and overall user experience were fully optimised from the start.
A comprehensive competitor analysis was conducted to benchmark Calcamite against other players in the precast sanitation and wastewater treatment space. This helped us shape a strategy that would not only meet their business objectives but also position Calcamite competitively within South Africa’s infrastructure and environmental services market.
Keyword research played a critical role in our approach. Given that Calcamite’s organic traffic was minimal and brand visibility was still emerging, we focused heavily on identifying a broad range of high-intent keywords—including long-tail, transactional, and informational terms—relevant to their core services and solutions.
Our ongoing optimisation work began at a domain level, addressing foundational content gaps and structural issues, and then progressed to key service and product-level content to improve both relevance and ranking potential across all target categories.

Results

Calcamite has achieved strong results, though these improvements took time to materialise. Most progress became evident after 7 to 8 months, with peak performance reached around months 9 and 10.

Between March–May 2024 and March–May 2025, Calcamite experienced significant growth across key SEO performance metrics. Organic traffic increased by 88.18%, while Key Events—used as a proxy for high-intent engagement—rose by 72.09%. Most notably, the number of keywords ranking on Page 1 of Google grew by 271.4%, reflecting a sharp increase in visibility for priority search terms. In addition, Calcamite began appearing in AI Overviews, further enhancing its authority and prominence for informational and intent-driven searches. These results demonstrate the impact of a focused, long-term SEO strategy aimed at driving qualified traffic and building online credibility.