Individual Case Study
Pacific Sensor Technologies SEO — +13.5% Organic Clicks and 1,000+ Ranking Keywords in 3 Months
How PMGS helped an Australian sensor and data logger supplier grow organic clicks, improve average position and unlock visibility across a large e-commerce catalogue.
+13.5% Clicks | 495K Impressions | Position 15.5 Avg | 1,000+ Keywords
Client overview
The Client
Pacific Sensor Technologies Pty Ltd (PST) is a proudly Australian-owned and operated company specialising in high-quality data collection systems. Based in Pakenham, Victoria, PST offers a comprehensive product portfolio including data loggers, sensors, water quality instruments, probes, software solutions and accessories.
As the authorised distributor of the MadgeTech range of data loggers in Australia, PST serves industries including medical and pharmaceutical, food production, storage and distribution, environmental monitoring and mining. The company is ISO 9001:2015 certified and operates a NATA-accredited in-house calibration laboratory. Founded in 2005, PST needed to increase its online visibility to compete in a niche yet highly competitive B2B market where buyers actively search for specific technical products.
The Challenge
Despite offering a strong range of technical products from reputable brands like MadgeTech and Ecowitt, Pacific Sensor Technologies was not capturing its share of organic search traffic. The e-commerce website had thousands of product pages, but many were not indexed or optimised for the way Australian buyers search for monitoring and measurement equipment.
With over 23,000 pages not indexed by Google and only around 1,700 pages making it into the index, there was a significant technical barrier preventing the site from reaching its full potential. Competitor distributors and international brands were outranking PST for high-intent product searches, despite PST being the authorised Australian distributor.
The site was generating modest organic traffic, but the average ranking position sat around 16.7, meaning most of the site's content was appearing on page two of Google results — where click-through rates drop significantly.
Problem Summary
- Low organic click volume — Only 3,030 clicks over the previous 3-month period across 449K impressions
- Poor indexation ratio — 23,445 pages not indexed vs 1,761 indexed, limiting visibility of product and category pages
- Weak average ranking position — Average position of 16.7 placed most keywords on page 2 of Google
- Missed product keyword opportunities — Key product terms like weather stations, data loggers and brand terms were underperforming despite strong search demand
The PMGS Strategy
PMGS developed a targeted SEO strategy focused on three core pillars: technical SEO improvements to fix indexation issues, on-page optimisation for high-value product and brand pages, and content structuring to capture product-specific and brand-related search queries across the Australian market.
Rather than a broad-brush approach, PMGS prioritised the pages and keywords with the highest commercial intent — focusing on brand distributor pages (Ecowitt, MadgeTech), product category pages (weather stations, data loggers) and the homepage to maximise return on effort.
The strategy also addressed the large volume of non-indexed pages by working with PST to consolidate thin content, improve internal linking structures and submit updated sitemaps to ensure Google could efficiently crawl and index the most valuable pages.
Strategy Pillars
1. Technical SEO & Indexation Repair
Addressed the 23,000+ non-indexed pages by auditing crawl errors, consolidating duplicate product variants, improving sitemap structure and resolving canonical issues to help Google prioritise valuable pages.
2. Brand & Product Page Optimisation
Optimised key brand landing pages (Ecowitt, MadgeTech) and product category pages with targeted meta titles, descriptions, heading structures and product schema markup to improve rankings for high-intent searches.
3. Keyword Targeting & Content Alignment
Identified high-value keyword clusters including Ecowitt weather stations, data loggers, and sensor-related terms. Aligned existing page content with actual search intent to close the gap between impressions and clicks.
4. E-Commerce SEO Best Practices
Implemented structured data for products, improved category page architecture, and ensured product pages had unique, keyword-rich descriptions rather than duplicated manufacturer copy.
5. Local & Brand Authority
Strengthened Google Business Profile presence and ensured consistent NAP data across directories to support brand searches and local discovery for the Pakenham location.
The Results
Within the first 3-month comparison period, Pacific Sensor Technologies saw measurable improvements across all core organic search metrics in Google Search Console.
Overall performance
Google Search Console — last 3 months vs the previous 3 months (same window as the performance chart).
Baseline
Previous 3 months
Reporting
Last 3 months
Total clicks
Was
3,030
Now
3,440
+13.5%
Total impressions
Was
449K
Now
495K
+10.2%
Average CTR
Was
0.7%
Now
0.7%
Stable
Average position
Was
16.7
Now
15.5
1.2 pts better
Top Performing Queries (3-Month Comparison)
Search terms with the strongest movement in the comparison window.
- 1
pacific sensor technologies
138 clicks vs 100 (+38%, position 5.2)
- 2
ecowitt weather station
70 clicks vs 35 (+100%, position 6.2)
- 3
ecowitt
64 clicks vs 27 (+137%, position 6.2)
- 4
ecowitt weather station australia
49 clicks vs 26 (+88%, position 3.5)
- 5
ecowitt australia
47 clicks vs 25 (+88%, position 3.8)
- 6
ecowitt ws2910
15 clicks vs 0 (NEW keyword, position 5.7)
- 7
madgetech
9 clicks vs 7 (+29%, position 7.3)
- 8
wifi weather station
8 clicks (position 10.4, 495 impressions)
Top Performing Pages (3-Month Comparison)
URLs that gained the most organic clicks in the same period.
- 1
/brand/ecowitt
379 clicks vs 205 (+85% increase, 15,906 impressions)
- 2
Homepage
206 clicks vs 173 (+19% increase)
- 3
/brand/madgetech
50 clicks vs 46 (+8.7%, 24,181 impressions)
- 4
/weather-stations/wi-fi-weather-stations
50 clicks vs 1 (+4,900% increase, 4,386 impressions)
Key Highlights
The Ecowitt brand page became the highest-traffic page on the site, overtaking the homepage with an 85% click increase. The Wi-Fi weather stations category page went from virtually zero traffic to 50 clicks in a single quarter, demonstrating the impact of targeted category page optimisation. Brand search visibility for core terms like Ecowitt and MadgeTech improved significantly, with several queries now ranking in the top 5 positions on Google.
What the Client Says
PMGS has helped us significantly improve our online visibility. We are now ranking for product terms that our customers are actually searching for, and the increase in organic traffic has translated into more enquiries from qualified buyers across Australia.
Vidu Kodituwakku
Pacific Sensor Technologies
The Journey
Month 1-2: Technical Audit & Foundation
- Comprehensive technical SEO audit of the full site
- Identified 23,000+ non-indexed pages and root causes (thin content, duplicate pages, crawl issues)
- Sitemap restructure and resubmission to Google Search Console
- Initial on-page optimisation of homepage and core brand pages
Month 2-3: Brand & Category Page Optimisation
- Optimised Ecowitt brand page — resulting in +85% click growth
- Created and optimised Wi-Fi weather stations category page — grew from 1 click to 50 clicks
- Implemented product schema and structured data across key product pages
- Improved internal linking between brand pages, category pages and individual products
Month 3+: Ongoing Optimisation & Expansion
- Continued keyword monitoring and content alignment
- Expanding optimisation to additional product categories and long-tail keyword clusters
- Addressing remaining indexation issues to unlock further organic growth
- Monitoring CTR opportunities to improve from 0.7% average
Services Used in This Project
- Technical SEO Audit & Remediation
- E-Commerce SEO
- On-Page Optimisation
- Product Schema & Structured Data Implementation
- Google Search Console Monitoring & Reporting
- Content Optimisation
- Google Business Profile Optimisation
- Internal Linking Strategy
More Results Like This
Explore more PMGS work across e-commerce SEO, technical SEO and B2B industrial marketing.
Want Results Like These for Your Business?
If your e-commerce or B2B website is not generating the organic traffic it deserves, PMGS Digital Marketing can help. We specialise in technical SEO, e-commerce optimisation and data-driven strategies that deliver measurable results. Get in touch for a free SEO audit and discover how we can grow your organic search visibility.
