Amax Fire & Security
Amax Fire & Security is a sister company within the Amax group — we've included this case study openly because the work is the same playbook we run for external clients.
Who are Amax Fire & Security?
Amax Fire & Security is a leading London-based provider of advanced fire and security systems with over 30 years of industry experience. Their offering spans fire detection, CCTV surveillance, access control, and intruder alarm systems — covering both residential and commercial clients.
The company integrates smart technology throughout its systems, enabling remote monitoring and real-time alerts. They pride themselves on bespoke solutions, 24/7 customer support, and a team of highly skilled engineers.
The problem we walked into.
Amax Fire & Security had deep industry expertise but a relatively thin digital footprint. Despite 30 years of operational credibility, they were underrepresented in search for the specific commercial verticals where procurement teams Google for suppliers — MDU security, airport, bank, hotel, gym — each with its own buying behaviour and terminology.
The existing site didn't have the content architecture to rank across those specific industry verticals, and broader SEO foundations (technical, content strategy, authority) needed serious work to compete in a crowded London market.
Our approach.
A full SEO programme: technical foundations, keyword research tied to real commercial intent, structural site expansion (20+ new service pages), and ongoing content + links.
Fire & security keyword research
In-depth keyword research identifying high-impact commercial terms — sector-specific security queries, not generic industry terms.
Technical SEO enhancements
Full technical audit and fixes — site speed, mobile optimisation, indexing, schema markup. Foundations before anything else.
On-page optimisation
Every existing page rebuilt for SEO relevance — internal linking, meta, headings, semantic structure. Lost ground reclaimed before new ground taken.
20+ new service pages
Created dedicated pages for specific verticals: MDU Security, Airport Security, Bank Security, Hotel Security, Gym Security — each ranking for its own intent cluster.
Content strategy
Sustained content programme — regularly produced, topically authoritative, tied to the commercial pages. Established authority signals.
Link building
Earned high-quality backlinks from reputable sites, building domain authority that feeds every page's ranking potential.
The 20+ new service pages (MDU, Airport, Bank, Hotel, Gym security) were the single biggest structural move. Each one now ranks independently for its own keyword cluster, unlocking procurement-team searches that the old site architecture couldn't compete for.
Numbers that actually moved.
Over 16 months, the compound effect of technical, content, and structural work produced ranking gains across thousands of keywords.
The 16-month programme reshaped Amax Fire & Security's organic footprint. Vertical-specific pages now own their search niches, and the total ranking footprint is more than 13,000 positions deeper than when we started.
A closer look.
The structural SEO work — especially the sector-specific pages for MDU, airport, bank, hotel and gym security — has genuinely transformed our online visibility. We rank for the exact commercial verticals we sell to, which is exactly what we needed.
The takeaway.
Amax Fire & Security shows what sustained, structural SEO looks like across 16 months — not quick wins, not tactical flourishes, but a coherent programme that rebuilt the site's content architecture around real commercial intent.
The 20+ new service pages are the pattern: procurement teams Google very specific vertical terms ("MDU security systems", "airport access control"), and if your site doesn't have a page that matches that exact intent, you won't rank for it no matter how strong your brand authority. Page structure beats brand authority at the vertical level — and that's what this programme proved.
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