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

1. 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.
2. 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.
3. 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.
4. 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.