Project Overview

RackKing is a supplier of pallet racking, steel stairs, and mezzanine floors based in Australia, serving warehouse, industrial, and commercial storage clients through rackking.com.au. Techesprit was brought on for a complete website rebuild and an active, ongoing SEO strategy, run as one connected engagement rather than two separate projects. The work began in September 2025 and ran through February 2026, covering everything from a full WordPress and WooCommerce build to keyword research, technical SEO, local SEO, and content, plus recovering from a serious mid-project security incident that could have derailed the entire campaign.

The Challenge We Faced

Rackking needed a website that could actually represent the scale of what they build and supply: custom racking systems, steel stairs, and mezzanine floors are considered purchases, not impulse buys, and the site needed to build enough trust and clarity to move a buyer from research to inquiry. The existing setup wasn’t built to do that, and organic search had never been actively managed, so the business was largely invisible to the exact commercial and industrial buyers searching for these products online.

Website was Hacked

Partway through the engagement, the project encountered a serious complication unrelated to content or rankings. RackKing’s site was hacked, and the attacker injected roughly 33,000 spammy, casino-related URLs across the domain. Left unaddressed, an injection at that scale can badly damage a site’s trust signals with Google, and in serious cases can tank rankings across the entire domain, undoing months of legitimate SEO work in the process. This wasn’t a routine cleanup task; it was a real threat to everything the campaign had built up to that point.

How We Recovered

The team responded immediately once the injection was identified, working to remove the spammy URLs from the site and clean up the damage before it could compound. The count has been brought down from roughly 33,000 to approximately 8,000 and continues trending toward zero as ongoing cleanup work continues.

Security hardening and monitoring were also added following the incident to reduce the risk of a repeat attack and catch any future issue faster than this one was caught.

The Development Work

RackKing’s site was built entirely from scratch on WordPress and WooCommerce, not adapted from a theme or an existing platform. The build had to hold up under two demands at once, presenting a technical, commercial product catalog clearly enough for a B2B buyer to trust it, and staying fast and clean enough to support the SEO work running in parallel.

• Custom WordPress and WooCommerce site built from the ground up.
• Product catalog structured around Rack King’s core lines, pallet racking, steel stairs, and mezzanine floor systems, with clear category and navigation architecture for buyers researching a specific product type.
• Core Web Vitals optimization treated as a build requirement, addressing load speed, interactivity, and visual stability from the start rather than fixing it after launch.
• Clean, maintainable code, built to support ongoing content and SEO work without fighting the platform.
• Mobile-responsive design across every page, since a meaningful share of B2B research now happens on mobile even when the purchase decision itself happens later.

The SEO Work

SEO ran alongside development from the start, not as a phase that began after launch. The scope covered the full range of what a serious SEO engagement should include, plus specific work tied to Rack King’s business and the mid-project security incident.

• Full keyword research across three core product categories, Pallet Racking, Sydney Steel Stairs, and Mezzanine Floor Builders, based on real search intent and volume.
• Product-specific and service-specific keyword research, ensuring individual product and service pages targeted the right buyer-intent terms rather than competing against each other for the same broad keywords.
• Site-wide technical SEO audit, identifying and resolving crawlability, indexing, and structural issues.
• Meta titles and descriptions rewritten across the entire site, aligned to the keyword research rather than left as defaults.
• Heading structure (H1, H2, H3) corrected sitewide; the previous hierarchy was inconsistent and was actively hurting both readability and on-page SEO.
• Three on-page blogs published, each built around the core keyword categories to strengthen topical relevance and support internal linking.
• Spammy and low-quality backlinks identified and disavowed to protect domain trust, separate from the later hack-related cleanup.
• GEO (location-specific) pages built using proper local SEO practices, delivered at the client’s request to capture location-based search intent.
• RackKing listed across multiple reputable platforms and directories, including Product Hunt and other relevant industry listing sites, to build legitimate citations and referral presence.
• Active spam URL injection incident detected and remediated mid-engagement, with ongoing cleanup continuing to bring the number toward zero.

The Results

Comparing the September 2025 baseline to February 2026, and holding in mind that this growth happened despite a mid-project security incident that could have reversed it entirely:

Domain Authority grew from 13 to 17, a 30.8% increase, a meaningful gain for a domain that also had to recover from a hack during the same window.

Search Console clicks and impressions, comparing September to February every month, grew substantially: clicks rose from 43 to 104, a 141.9% increase, and impressions rose from 1,820 to 18,400, a 911.0% increase. Across the full six-month engagement, Search Console recorded 334 total clicks and 38,800 total impressions.

Semrush-tracked organic performance showed the sharpest relative growth in the campaign. Organic traffic grew from 8 to 59, a 637.5% increase, and organic keywords grew from 12 to 159, a 1,225.0% increase. These are large percentages built on a genuinely small starting point; the raw numbers are what make the growth credible, not the percentage alone, since Rack King had almost no organic search presence before this engagement began.

RackKing September Semrush stats

Business outcome: the campaign generated 11 organic leads directly attributable to organic search traffic over the engagement period, real inquiries from real prospective buyers, not just traffic or ranking movement without a business result behind it

Domain Authority

Search Console, September vs February (monthly)

Semrush organic performance, September vs February

Large percentages reflect a genuinely small starting point. Raw figures shown alongside each result for context.

 

AI Search Visibility

Rack King had no measurable presence in AI-generated search results at the start of this engagement, zero AI visibility, zero mentions, and zero cited pages across ChatGPT, Google AI Overview, Google AI Mode, and Gemini. By February 2026, that had changed substantially:

• AI Visibility score: 0 to 15.
• Brand mentions across AI platforms: 0 to 14.
• Total cited pages: 0 to 41, broken down by platform as ChatGPT (5 mentions, 31 cited pages), Google AI Overview (3 mentions, 3 cited pages), Google AI Mode (5 mentions, 19 cited pages), and Gemini (1 mention, 12 cited pages).

 

 

In RackKing’s Own Words