Star International
Uncovering Marine SEO Growth Opportunities Through a Comprehensive Website Audit
93 Pages
A comprehensive SEO audit completed in October 2025, covering technical performance, content, local SEO, conversions, backlinks and AI search visibility.
126 Keywords
Identified 126 lost organic keywords over six months, alongside opportunities to recover rankings and target valuable marine products and services.
Action Plan
A prioritised implementation roadmap covering technical fixes, content expansion, local search and conversion improvements, supporting delivery by Star International and Fly High Media.
Project overview
- Client
- Star International
- Industry
- Marine
- Website
- star-international.co.uk
- Audit completed
- October 2025
- Services delivered
Project team
-
Lucy ClowesHead of Operations & Search
- Jonathon Roberts
Technical SEO Lead
- Jessica McMillan
Key Account Manager
Executive Summary
Client Overview
Star International is a UK marine industry specialist supplying maritime safety equipment, marine products and technical services to commercial and leisure marine customers. With operations across Birkenhead, Southampton, Falmouth and Glasgow, the company provides specialist solutions including marine refrigeration, fire safety, equipment servicing and vessel maintenance support. Its website plays an important role in showcasing these capabilities, attracting relevant enquiries and connecting customers with the products and services they require.
Main Challenge
Despite its established position within the marine industry, Star International had opportunities to strengthen its organic search visibility and generate more enquiries through its website. Search performance had declined for several commercially relevant keywords, with 126 lost rankings identified over six months. Competitors were outperforming the business for important marine service and location-based searches, while limited page content, navigation challenges and conversion barriers reduced the website's potential. Star International needed a comprehensive assessment to understand these issues and prioritise improvements.
Services Provided
Fly High Media conducted an extensive SEO audit covering technical performance, keyword research, competitor analysis, on-page optimisation, product and service content, local SEO, backlinks and conversion rate optimisation. We also assessed Google Analytics tracking, Google Business Profiles across four locations, mobile usability, E-E-A-T signals and visibility within AI-powered search platforms. Each area was supported by actionable recommendations designed to strengthen organic visibility, improve the user journey and create additional opportunities for qualified marine industry enquiries.
Audit Deliverables
Completed in October 2025, the 93-page audit provided Star International with detailed findings, supporting research and a prioritised SEO implementation action plan. Deliverables included keyword datasets, competitor insights, local SEO recommendations, technical fixes and practical improvements to website content and conversions. Fly High Media has since supported implementation through a new mega menu concept, an AI-focused blog template, LiveCanvas installation and GA4 tracking improvements, with further work planned. Star International is carrying out the majority of the recommendations internally, using the audit as a framework for ongoing website development.
About the Client
Star International is an established UK marine industry specialist providing maritime safety equipment, marine products and technical services to commercial and leisure marine customers. The company supports vessel operators, marine businesses and boat owners with a comprehensive range of products and specialist services, including marine fire safety, refrigeration, fuel testing, equipment servicing and vessel maintenance. Its expertise helps customers maintain safe, efficient and compliant marine operations.
With facilities across Birkenhead, Southampton, Falmouth and Glasgow, Star International serves customers throughout the UK marine sector. Its website showcases an extensive portfolio of specialist products and services, acting as an important channel for attracting new customers and generating enquiries. To strengthen its digital presence and identify opportunities for further growth, Star International commissioned Fly High Media to conduct a comprehensive SEO audit. The objective was to uncover technical, content and conversion barriers, assess competitive performance and establish a clear, actionable strategy for improving organic search visibility and lead generation.
Objectives.
Our objective was to provide Star International with a comprehensive understanding of its organic search performance and identify opportunities to strengthen its visibility within the competitive marine industry. The audit needed to examine technical SEO, keyword targeting, content quality, local search performance and conversion rate optimisation, establishing how each area contributed to the website's ability to attract and convert potential customers. We aimed to uncover opportunities to recover lost keyword rankings, improve visibility for specialist marine products and services, and generate more enquiries across the company's UK locations. The final deliverable would provide detailed findings, supporting research and a prioritised implementation action plan that Star International could use internally, with additional support from Fly High Media.
Challenges.
Star International operates within a specialist marine market, offering an extensive range of products and technical services to customers with very different requirements. From marine fire safety equipment and refrigeration to vessel maintenance and servicing, each offering needed to reach the right audience through relevant search terms. However, the website had experienced a decline in organic visibility, with 126 keywords lost over the previous six months. Competitors were outperforming Star International for commercially relevant searches, while some product and service pages lacked the depth of information needed to compete effectively. Our challenge was to identify where existing rankings could be recovered and establish a keyword strategy capable of supporting long-term organic growth.
Local search visibility presented another significant challenge. With facilities in Birkenhead, Southampton, Falmouth and Glasgow, Star International needed to reach customers searching for marine services in specific locations. However, competitors with dedicated local landing pages and optimised Google Business Profiles were securing stronger positions for valuable searches. For example, the audit identified Star International ranking 15th for 'marine servicing birkenhead', while a competitor ranked second. The website also needed improvements to its navigation and content structure, making it easier for customers to discover relevant services, understand the company's capabilities and find the most appropriate route to enquire.
What the Audit Covered.
We conducted a comprehensive assessment of Star International's organic search performance, website functionality and opportunities for growth within the marine industry. Using Screaming Frog, Google Search Console, Google PageSpeed Insights, GA4, Google Tag Manager and Ahrefs, we combined technical analysis with competitor research and conversion reviews. The 93-page audit provided supporting datasets, practical examples and actionable recommendations to guide future improvements.
Search Performance & Keyword Opportunities
We analysed historical organic traffic, Google Search Console performance and keyword rankings to understand where Star International had lost visibility and which searches offered opportunities for improvement. The audit identified 126 lost keywords over six months, including commercially relevant terms such as 'marine fire safety'. We also investigated keywords already ranking between positions four and ten, highlighting 'marine refrigeration' as a priority opportunity. Extensive keyword research was organised around the company's products and services, supported by competitor comparisons and spreadsheets documenting lost rankings, existing positions and potential content opportunities.
Search Visibility Review
126 lost keywords, historical traffic, competitor rankings, keyword clusters and quick-win opportunities.
Local SEO & Google Business Profile Optimisation
We conducted individual Google Business Profile audits for Star International's locations in Birkenhead, Southampton, Falmouth and Glasgow. These reviews examined business categories, descriptions, imagery, customer reviews and opportunities to strengthen visibility on Google Maps. We also analysed local competitor rankings, identifying opportunities for dedicated marine service landing pages targeting specific locations. For example, Star International ranked 15th for 'marine servicing birkenhead', while a competitor ranked second. Supporting keyword research and location page recommendations provided a framework for attracting customers searching for specialist marine services in their area.
Local Visibility Review
Four Google Business Profile audits, local competitor analysis, location landing pages and regional keyword targeting.
Desktop & Mobile Conversion Rate Optimisation
We reviewed how effectively Star International's website guided visitors towards relevant products, specialist services and enquiry opportunities. The audit examined desktop and mobile navigation, search functionality, calls to action and potential barriers within the customer journey. Recommendations included restructuring the navigation into a clearer product and service-led mega menu, reducing the oversized search bar, introducing related product suggestions and exploring live chat functionality. Mobile improvements focused on readable text and sticky navigation, while behaviour tracking tools such as Hotjar were recommended to identify further opportunities based on real user interactions.
User Experience Review
Mega menu, mobile usability, site search, enquiry pathways, related products and customer engagement.
Product & Service Page Optimisation
We assessed whether Star International's product and service pages provided sufficient information to attract relevant searches and convert visitors into enquiries. In August 2025, product pages received 479 organic clicks but generated only three leads, highlighting opportunities to improve conversion performance. Recommendations included expanding technical product descriptions, introducing structured information tabs, showcasing certifications and unique selling points, and adding clearer enquiry buttons and contact forms. Service page recommendations focused on stronger imagery, improved content layouts, relevant internal links and clearer explanations of specialist capabilities to help prospective customers make informed decisions.
Landing Page Review
Product descriptions, service content, certifications, technical specifications, trust signals and enquiry forms.
Content Analysis, On-Page SEO & AI Visibility
We evaluated existing website content, page headings, metadata, internal linking and the depth of information available across key marine product and service pages. Competitor comparisons highlighted opportunities to create more comprehensive content, including an assessment of marine fire safety pages where competing websites provided significantly more information. The audit also examined how Star International appeared within AI-powered search platforms and how content structure, topical relevance and demonstrable expertise could support future visibility. Recommendations covered content expansion, supporting blog articles, FAQs, internal linking and stronger E-E-A-T signals, helping establish a more authoritative and useful resource for marine industry customers.
Content & AI Review
Keyword-led content, metadata, internal links, E-E-A-T, FAQs and visibility within AI-powered search.
Technical SEO & Website Performance
Our technical SEO assessment investigated the underlying factors affecting how search engines crawl, interpret and index Star International's website. Using Screaming Frog, Google Search Console and PageSpeed Insights, we reviewed website architecture, indexability, page performance, mobile usability, internal linking and on-page technical elements. The audit identified areas requiring attention and provided practical recommendations to improve website accessibility, technical consistency and search engine understanding. Findings were organised into actionable priorities to help Star International's internal team and developers address technical issues while supporting future content and website development.
Technical Review
Crawlability, indexation, website architecture, page speed, mobile performance and technical SEO improvements.
Competitor Analysis, Backlinks & Brand Authority
We benchmarked Star International against relevant marine industry competitors to understand differences in organic visibility, content quality, backlink authority and website presentation. This included examining competitors such as Viking Life, Survitec and Fleetwood Marine Services to identify successful approaches to keyword targeting, navigation and specialist landing pages. Our backlink analysis investigated opportunities to strengthen authority through relevant industry publications and websites. We also assessed how effectively Star International demonstrated experience, expertise, authoritativeness and trust through its website, recommending improvements to certifications, professional credentials and supporting content.
Authority & Trust Review
Marine competitor benchmarking, backlink opportunities, industry authority, certifications and E-E-A-T signals.
Prioritised SEO Implementation Action Plan
We consolidated the audit findings into a prioritised SEO implementation action plan, giving Star International a clear framework for addressing technical issues, strengthening content, improving local visibility and increasing conversion opportunities. Each recommendation was supported by explanations, examples or relevant datasets to help the internal team understand the required changes. Following delivery of the audit, Fly High Media has supported selected improvements, including a new mega menu concept, an SEO and AI-focused blog template, LiveCanvas installation and GA4 tracking configuration. Further developments are planned, while Star International is responsible for implementing the majority of recommendations internally.
Implementation Guidance
Prioritised recommendations, supporting research, practical examples and collaborative implementation support.
Our Solution
We consolidated our findings into a comprehensive 93-page SEO audit and prioritised implementation action plan, giving Star International a clear framework for strengthening its organic search performance. The recommendations addressed technical SEO, keyword targeting, content quality, local search visibility, conversion rate optimisation and authority building. Rather than treating these areas independently, we developed a connected strategy designed to improve how potential customers discover Star International's marine products and services, navigate the website and submit enquiries.
Our recommendations focused on five key priorities: improving national and local search visibility, expanding product and service content, removing conversion barriers, resolving technical issues and strengthening website authority. Supporting keyword research, competitor comparisons, Google Business Profile audits and technical datasets provided the evidence behind each recommendation. We also identified opportunities to improve visibility within AI-powered search platforms through stronger content structure, relevant internal linking and clearer demonstrations of industry expertise. Each action was explained in practical terms, helping Star International understand its commercial value and implementation requirements.
Following completion of the audit in October 2025, Fly High Media has continued supporting Star International with selected improvements. This has included developing a new mega menu concept to improve product and service discovery, creating an SEO-focused blog template designed to support LLM visibility, installing LiveCanvas to facilitate website development and configuring GA4 tracking. Further improvements are in the pipeline, while Star International's internal team is responsible for implementing the majority of the audit recommendations. This collaborative approach provides the business with specialist SEO guidance alongside the flexibility to manage ongoing website improvements internally.
What We Delivered.
Star International received a comprehensive assessment of its organic search performance and a clear strategy for strengthening its digital presence within the marine industry. Completed in October 2025, the audit combined technical analysis, keyword research, competitor benchmarking, local SEO and conversion optimisation, providing actionable recommendations to support long-term search visibility and enquiry growth.
A Comprehensive SEO Audit
93 Pages
An extensive, tailored SEO audit identifying technical barriers, lost keyword rankings, content gaps and conversion opportunities. The report included detailed explanations, competitor examples, supporting research and practical recommendations to help Star International prioritise improvements across its website.
4 Locations
Individual Google Business Profile audits for Birkenhead, Southampton, Falmouth and Glasgow, alongside recommendations for location-specific landing pages and stronger local search visibility.
126 Keywords
Identified 126 lost organic keywords over six months, with supporting datasets highlighting ranking recovery opportunities, competitor gaps and commercially relevant marine search terms.
Action Plan
A prioritised programme of technical fixes, content improvements, local SEO opportunities and conversion recommendations, providing clear guidance for Star International's internal team and Fly High Media.
Conclusion.
Our comprehensive SEO audit provided Star International with a clearer understanding of the challenges affecting its organic search visibility and a practical strategy for strengthening its digital presence within the marine industry. The 93-page report identified technical improvements, keyword recovery opportunities, content gaps, local SEO priorities and ways to increase website enquiries, supported by detailed research and a prioritised implementation action plan.
Book A Strategy CallAbout this case study
Join the ranks.
Come and join some of the most exciting companies we’ve helped with link building, SEO, digital PR and more.
Book A 30-Minute Call
Here's what to expect:
- An open conversation about your business
- A focus on your goals for the next 12+ months
- Ideas to move your online growth forward