Air-Way Canada
SEO Case Study
Strengthening Product Page SEO to Improve Search Visibility and Engagement Across Key Hydraulic Categories
Background
Air-Way Canada is a division of Air-Way Global Manufacturing, serving Western Canada with a strong combination of local expertise and global manufacturing resources. With access to one of the most extensive hydraulic adapter inventories in the industry and partnerships with manufacturers like Manuli Hydraulics, Air-Way Canada supports customers across industrial, manufacturing, and hydraulic applications.
While Air-Way Canada already had a strong product offering and established reputation, the website had grown large over time. With hundreds of product pages, many sections needed updated SEO structure, clearer messaging, and stronger calls to action to support organic search performance and long-term growth.
The Challenge
Air-Way Canada’s website contained a large volume of product pages, making a full-site overhaul unrealistic in a short timeframe. The challenge was not a lack of products or expertise — it was ensuring that key product pages were structured in a way that search engines could better understand and prioritize.
From an SEO perspective, several opportunities stood out:
- Inconsistent page structure across product categories
- SEO titles and meta descriptions that were not fully optimized
- Page copy that could better align with how customers search for hydraulic fittings and adapters
- Limited calls to action guiding users to the next step
The goal was to make meaningful SEO improvements without overwhelming internal teams or disrupting ongoing operations.
The Approach and Solution
A Phased SEO Strategy Built for Scale
Rather than attempting to update every page at once, we worked with Air-Way Canada to develop a phased SEO rollout. This allowed for steady progress, internal review, and consistent quality control.
Between Spring 2025 and the end of September 2025, our team updated 31 priority product pages, broken into 14 manageable phases. This approach gave Air-Way Canada time to review updates in batches while allowing our team to stay focused and consistent.
What We Updated
Across each phase, we focused on improvements that would have the biggest impact on organic performance:
- Optimized SEO titles and meta descriptions
- Refined on-page copy to better match search intent
- Improved page structure and layout for clarity and consistency
- Added clear, actionable CTA buttons to guide users
- Created a more cohesive look and feel across updated product pages
The goal was not just rankings — it was usability. These pages needed to work for engineers, buyers, and operations teams who rely on accurate information and fast decision-making
The Results
We reviewed performance data from October 1, 2025 to November 30, 2025, shortly after the phased updates were completed.
Improved Engagement and Traffic Quality
Organic traffic showed strong engagement signals, indicating that users were finding the content relevant and useful:
- 35.23% engagement rate across organic sessions
- Event count increased month over month
- The majority of organic traffic came from Google and desktop users, aligning with Air-Way Canada’s B2B audience
Increase in Sessions
Several updated product pages began appearing among top landing pages, including:
- /bsp-crimp-fittings/ with a 16-minute average engagement time
- /metric/ with nearly 8 minutes of engagement
- /hose-supply/ averaging over 4 minutes on page
These engagement metrics indicate that users are spending meaningful time on pages that were part of the SEO update effort.
Increased Search Visibility
Search Console data showed measurable improvements in visibility following the updates:
- Search impressions increased significantly
- Average Google position reached 16, placing many pages near the top of page two and within striking distance of page one
- Updated product pages, including brass adapters, ranked among top pages by impressions
This positioning is a strong foundation for continued SEO gains as authority builds over time.
Increase in Impressions
Strong Product-Level Rankings
Air-Way Canada also holds #1 rankings for multiple highly specific product-related keywords, including:
- 43/71 Series Crimp Fittings
- 931 Series Crimp Fittings
- DIN 2353 compression fitting variations
Many of these rankings appear organically on Google and within AI-powered search results, reinforcing the value of well-structured product pages optimized for both traditional and emerging search experiences.
Moving Forward
This project demonstrates the impact of focused, phased SEO improvements — especially for large B2B and industrial websites where scale matters.
By prioritizing high-value product pages, improving structure, and aligning content with real search behavior, Air-Way Canada has strengthened its organic foundation without needing a full site rebuild.
Moving forward, continued opportunities include:
- Expanding SEO updates to additional product categories
- Refining pages that are close to page-one rankings
- Monitoring AI-driven search visibility and adapting content accordingly
- Building further topic authority across hydraulic fittings and adapters
This phased approach allows Air-Way Canada to continue improving search performance in a way that is sustainable, measurable, and aligned with long-term business goals — exactly how we believe SEO should work.