Securi-Lid

Search Engine Optimization

Securi-Lid is a South African manufacturer of high-quality aluminium roller covers for light commercial vehicles. Since 2006, it has established itself as a trusted industry leader, with a national network of certified fitting centres and a growing international footprint. Headquartered in Port Elizabeth, Securi-Lid adheres to strict international manufacturing standards and holds ISO 9001 and ISO 14001 certifications. Known for its innovation and customer-focused service, Securi-Lid delivers durable, performance-driven roll-top covers and custom solutions.

54.33%

year-on-year increase in organic sessions

104.17%

year-on-year increase in impressions

55.22%

year-on-year increase in clicks

Securi-Lid

Search Engine Optimization

Securi-Lid is a South African manufacturer of high-quality aluminium roller covers for light commercial vehicles. Since 2006, it has established itself as a trusted industry leader, with a national network of certified fitting centres and a growing international footprint. Headquartered in Port Elizabeth, Securi-Lid adheres to strict international manufacturing standards and holds ISO 9001 and ISO 14001 certifications. Known for its innovation and customer-focused service, Securi-Lid delivers durable, performance-driven roll-top covers and custom solutions.

54.33%

year-on-year increase in organic sessions

104.17%

year-on-year increase in impressions

55.22%

year-on-year increase in clicks

Brief & Objectives

Securi-Lid partnered with Ruby Digital to improve online visibility and support global expansion efforts through SEO services.

Ruby Digital developed a targeted SEO strategy aimed at enhancing performance in several key areas. This included increasing the number and rankings of product-related keywords, as well as optimising the site for lead generation. The campaign also focused on establishing a scalable international SEO framework, enhancing Domain Authority via high-quality backlinks and facilitating lead conversions across various regions. Throughout the campaign, key performance metrics such as organic sessions, keyword movement, and conversion rates were tracked.

Challenges

Since launching the campaign, the team has encountered several key challenges requiring strategic and technical focus.

Firstly, the company was heavily reliant on branded and dealer keywords, with early visibility mostly limited to these terms. Important non-branded product keywords had a very low presence in search results.

Secondly, there was a minimal ranking for targeted non-branded keywords at the beginning. Only one core non-branded keyword appeared in the top 10, despite being highly relevant and demonstrating high user intent.

Another significant challenge was the weak backlink profile and low authority score. Securi-Lid began with a nominal number of referring domains with very low authority scores. This limited their ability to compete with international players who had more mature SEO profiles.

Further complexity arose from geographic and language fragmentation, as global expansion required accounting for regional keyword variations and local terminology. Proper content localisation was critical to avoid cannibalisation and ensure accurate indexing.

Finally, the industry’s intense competitiveness posed an ongoing challenge. To meet client expectations, the team had to adhere strictly to the well-defined terminology specified by Securi-Lid, integrating these terms consistently throughout the campaign’s content and optimisation efforts.

Our Solution

We developed and implemented a customised SEO strategy to drive growth for Securi-Lid, focusing on improving keyword performance and building authority in key markets.

To strengthen keyword visibility, we mapped high-value search terms across vehicle brands and models. We also added product-focused content, such as technical specifications and FAQs, to improve relevance and engagement.

To support this, we implemented structured data to enhance product visibility in search results and boost click-through rates. Furthermore, we increased referring domains through targeted backlink outreach and anchor text strategies centred around high-intent keywords.

Results

Over the past year, Securi-Lid has achieved significant growth in keyword visibility, traffic performance, and organic conversions as a result of ongoing SEO efforts.

Organic keyword rankings showed strong momentum, signalling an aggressive and dynamic SEO strategy. A key non-branded keyword, “bakkie roller shutters,” reached the number one spot on Google SA by May 2025, while notable progress was made with vehicle-related terms. Overall, the number of organic keywords increased by 7.28% year-on-year.

The number of organic sessions experienced a 19.25% year-on-year increase. The session conversion rate also experienced a 613.16% year-on-year increase.

Securi-Lid’s international presence grew, with organic traffic being recorded from over 10 countries, notably the US, the UK, Mozambique and Zimbabwe.

From a technical and authority perspective, the number of referring domains experienced a 1,270% year-on-year increase. The anchor text has also diversified, shifting away from purely branded terms to include more non-branded keyword variants.