Separator Spares International

Separator Spares International (SSI) is an independent manufacturer of alternative spare parts, specialising in separation, pumping, and filtration. They operate globally in a market that has become more competitive over time, with more suppliers competing for the same search positions and pushing established businesses down.

Over time, this started to show in search performance. Rankings had dropped away from where they had been, and the business was no longer appearing consistently for the terms that drive enquiries. It wasn’t a case of demand disappearing, it was a case of not being visible when it mattered.

Internally, there wasn’t a clear understanding of what had changed. The website had not been properly reviewed in a while, SEO was not being actively managed, and competitor movement had gone largely unnoticed. Some pages were still relevant to what customers were searching for, but they were not positioned strongly enough to compete, while others were not aligned with how people were actually searching.

The work started with a full audit of the site, alongside a review of competitor positioning and search behaviour across the oil and centrifuge markets. This included looking at how external factors such as pricing shifts and supply pressures were influencing demand, and how that translated into search. From there, key pages were reworked so they aligned more closely with real search intent, and targeted content was introduced where there were clear gaps competitors were not covering.

This made it possible to take positions back without spreading effort too thin. Over time, rankings returned to the first page across key terms, with several sitting in strong positions again. Traffic improved, but more importantly, it became more relevant, and enquiries followed from people actively looking for the products SSI supplies.

Importantly, the changes did not create extra pressure internally. The site moved back into being a reliable source of inbound demand, without requiring constant input from the team, and search performance became something the business could depend on again.