Flat Rock Technology

Overview

Client: Flat Rock Technology

Industry: Software Development & IT Services

Project Duration: Early 2022 - March 2023

Role: SEO Manager

Project Highlights

• Improved website performance dramatically (from 44% to 89% performance score).
• Migrated primary sites to headless CMS, optimizing technical SEO (structured data, clean URL hierarchy).
• Reduced technical debt (lazy loading, minifying JS/CSS, noindexing subdomains), yielding immediate SEO uplift.
• Established a standardized internal linking policy, boosting site navigation and SEO.
• Built trust across departments with transparent analytics tracking and strategic technical recommendations.

The Challenge

Low Page Speed & Technical Glitches

Flat Rock Technology's main site scored around 50 on mobile performance. Broken internal links, no caching, no schema markup, and a poorly structured URL architecture hampered both user experience and SEO.

Multiple Site Relaunches

They needed to relaunch their primary domain (flatrocktech.com) and sister site (flatrockoutsourcing.com) on a new, headless CMS, all while improving SEO fundamentals.

Visibility & Expansion Goals

Aiming to grow in the UK and Europe, the company faced stiff competition and internal bureaucracy that sometimes delayed changes.

Scattered Processes & Knowledge Sharing

Neither the technical teams nor the marketing teams had an official "SEO Wiki" or standardized approach to implementing search optimizations.

Approach & Strategy

Phase 1: Technical SEO Audit & Quick Wins

• Discovery: Found broken internal links, missing schema, no internal link policy, neglected subdomains that were publicly indexed, and suboptimal page speed.
• Immediate Fixes: Implemented lazy loading for images, removed or "noindexed" private subdomains, and optimized CSS/JS.
• Performance Tools & Benchmarks: Regularly tested speed with GTMetrix, WebPageTest, and Lighthouse to track the shift from ~50 to a target of ~90+ on mobile.

Phase 2: Headless CMS Migration & Site Redesigns

• Relaunch Planning: Collaborated with developers, designers, and the marketing team to restructure flatrocktech.com and flatrockoutsourcing.com on a headless CMS (Nginx-based).
• URL Architecture & Schema: Introduced a more logical URL hierarchy, consolidated subdomains, and added structured data to highlight key services (software engineering, cloud solutions, etc.).
• Internal Linking Policy: Established guidelines for linking relevant service pages, blog posts, and product offerings, boosting crawl efficiency and user navigation.

Phase 3: Content & On-Page Optimization

• SEO Wiki (Atlassian): Created an internal knowledge base, outlining best practices for developers, marketers, and PMs: how to structure content, use meta tags, handle server redirects, etc.
• Content Marketing Plan: Identified core content pillars (software engineering, CX, cyber security) and fleshed out keyword-focused pages for each.
• Job Portal & Ad Portal Launches: Advised on SEO strategies for new sub-projects, ensuring they launched with optimized structures from day one.

Phase 4: Off-Page & Continuous Improvements

• Client SEO Audits: Provided on-demand audits for Flat Rock's clients to demonstrate the company's holistic approach to web projects.
• Collaboration & Data-Driven Recommendations: Maintained close communication with the CTO, Head of Marketing, and CEO-backing up every recommendation with analytics and performance data.

Collaborations & Team Dynamics

• Departments Involved: Worked across marketing, development, design, and executive teams (CEO, CTO, CDO).
• Communication Style: Kept an "open-door" approach-regular Jira tickets, direct Slack channels, and monthly performance reviews to ensure alignment.
• Developer Rapport: Earned trust by providing thorough documentation and real-time support, leading to smoother adoption of SEO directives.

Results & Impact

Significantly Boosted Page Speed

• Improved mobile performance from ~50 to ~90 (per Lighthouse/GTMetrix).
• Faster load times led to better user engagement and lower bounce rates.

Successful Website Relaunches

• Seamless migration to a headless CMS for flatrocktech.com.
• Cleaned up unwanted indexed subdomains, reducing confusion and potential data leaks.

Enhanced SEO Infrastructure

• Introduced schema markup, robust internal link policies, and optimized URL architecture.
• Set up an Atlassian SEO Wiki to ensure knowledge transfer and consistent SEO execution across all teams.

Client-Facing Value

• Conducted multiple technical audits for Flat Rock's clients, improving the agency's reputation for comprehensive web solutions.
• Showed clients how improved performance translates into leads and conversions.

Brand & Team Morale

• The Head of Marketing reported enhanced brand perception externally and greater confidence internally.
• Developers and server technicians appreciated data-backed recommendations, streamlining collaboration and results.

Key Takeaways & Lessons Learned

• Tackle Technical Debt First: Quick wins like lazy loading, minifying JS/CSS, and noindexing private subdomains produced immediate positive metrics.
• Knowledge Sharing Unifies Teams: A centralized SEO Wiki in Atlassian ensured marketing, development, and design teams followed the same standards.
• Regular Communication Minimizes Bureaucracy: Constant check-ins with department heads kept projects moving despite organizational hurdles.
• Data-Driven Collaboration Pays Off: By providing thorough documentation and stats, trust was built at every level, from server admins to the CEO.

Final Thoughts

Flat Rock Technology transitioned from outdated site performance and scattered SEO practices to a highly optimized, data-driven web infrastructure. By addressing technical SEO fundamentals, creating a standardized Wiki, and seamlessly migrating to a headless CMS, Flat Rock Tech now enjoys faster load times (~90 on mobile), better user engagement, and a stronger foundation for future projects and client solutions.

Flat Rock Technology - About Page (1/2)