A B2B platform built from scratch — with a private area for installers and a technical catalogue — that unlocked its organic potential in 2026.
Alucansa · Aluminium Distribution in the Canary Islands
alucansa.com ↗The client
Alucansa has been a benchmark in aluminium and joinery systems distribution in the Canary Islands for decades. With 7 sites across four islands, they serve professional installers, construction firms and private customers. When they came to me they had a basic HTML website — functional but very limited. Six years ago I designed and built the platform from scratch: WordPress + WooCommerce, a catalogue with 3D product visualisation, and a B2B architecture designed around installers as the primary audience.
The project has kept evolving since, with a private downloads area for registered customers and an online hardware catalogue for technicians. In 2026 we carried out the first full technical SEO audit — and that's where the results in this case study begin.
2019
Ground-up redesign · HTML → WordPress + WooCommerce · 3D product visualisation
2020–2025
Ongoing maintenance · Private downloads area · Online hardware catalogue for technicians
2026
Full technical SEO audit → +150% organic clicks · 279 Top 10 keywords
The challenge
The problem with websites that "work" is that nobody reviews them. Alucansa had genuine Google rankings, an active installer base and growing organic clicks — but the site was carrying accumulated problems that were limiting its reach. None of it was visible to the user. To Google, though, it matters.
The solution
A technical audit of 200 pages using APIs, carried out in two phases. All in a single intervention, without touching the design or creating new content: 69 product titles updated with an automatic pattern in Yoast, 107 alt texts added via API, data for the 7 sites added to the code, and the product page speed brought from 10.4s to 6.6s on mobile.
Analysis of 200 pages using APIs (DataforSEO + WP REST). Without touching the design or creating new content.
107 alt texts and 69 product titles corrected via the WordPress API. Without editing page by page.
LocalBusiness structured data for the 7 sites. Sitemap updated and declared in robots.txt.
Month-by-month growth
7 sites, 4 islands. The traffic Google generates doesn't depend on an event or on paid advertising · Data: Google Search Console
Why it worked
Alucansa has been on Google for years. That has value. The problem was that part of that value was being lost to technical issues Google detects but users never see. Removing that friction let the rankings already built up work properly. The audit didn't create the rankings — it unlocked them.
Price lists, system breakdowns, hardware catalogue — 886 organic clicks from PDF documents alone over 6 months. Installers search for these resources on Google. Alucansa has them, and they're well indexed. It's a technical content strategy that was already working without anyone having designed it as one.
75% of users arrive on desktop, during working hours. This isn't casual traffic — it's professionals with a specific need. When they find what they're looking for (prices, technical sheets, contact details for their nearest branch), they don't leave: the installer portal login page has a 3.3% bounce rate.
What I took away
Alucansa confirmed something you only see with years of perspective: a well-built website accumulates authority even when nobody actively looks after it. The rankings were already there — what was missing was unlocking them. When I audited the site I had known every corner of the project since 2019: the architecture, the catalogue, the installer portal. That makes an audit of 200 pages far more efficient than coming in cold. And technically: the WordPress APIs are the only sensible way to touch 187 products — 107 alt texts in an afternoon, 69 titles corrected with a pattern.
Design, development, maintenance and SEO from the same pair of hands. No middlemen, no starting from scratch every time.
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