Industro

The brief

Industro supplies over 1,100 AS/NZS 1319 compliant workplace safety signs across 16 product categories. Despite one of the deepest safety signs catalogues in Australia, the category had no content strategy behind it: no collection descriptions, no educational content, no schema, and a Google Search Console property pointed at the wrong protocol.

The challenge

The Australian safety signs market is fragmented across a dozen specialist suppliers, with no dominant player. The opportunity was to build authority around the AS/NZS 1319 compliance angle — procurement managers and WHS officers search for this specifically, and no competitor was using it as a content focus.

What was built

The overhaul ran across three layers: technical, content, and structured data.

Technical: GSC HTTPS property corrected, sitemap submitted, and a noindex tag added to a non-indexable internal page leaking crawl budget.

Content: 27 educational blog posts published covering every sign type in the catalogue, written to AS/NZS 1319 standard and aligned to buyer search intent. All 20+ subcollections were populated with 300-500 word category descriptions, optimised meta titles and descriptions, and breadcrumb JSON-LD. The parent collection received a custom H1 and ItemList schema listing all subcategories.

Structured data: a supplementary JSON-LD block added to every product page covering merchant return policy and shipping details — fields Shopify's built-in schema filter does not output, required for Google Merchant Listing rich results.

The full safety signs catalogue is live at industro.com.au/collections/safety-signs.