JMI Jet Maintenance International: SEO for a Business Search Engines Could Not See

JMI Jet Maintenance International (jmi-aero.com) is an independent aircraft MRO founded in December 2018, specialising in Cessna Citation and Dassault Falcon aircraft. The company runs an 18,000 sq ft hangar at London Oxford Airport with a certified line station at London Biggin Hill, holds Part 145 approvals from the UK CAA, EASA and Guernsey 2-Reg CAA plus an FAA Repair Station approval, and is a Garmin Authorised Sales and Service Centre. Serious credentials. The problem: search engines could not see any of it.

The challenge

Our audit (April 2026) showed a highly credentialed business that search represented badly:

• Traffic was almost entirely branded. People searching for "JMI" found the site; almost nobody else did.
• Non-branded queries earned impressions but no clicks: "jet maintenance" alone had 118 impressions at position 5 with 0 clicks.
• Metadata worked against the site: auto-generated titles like "Home - JMI" with no keywords, descriptions cut mid-sentence, with typos, or in one case consisting of a certificate number.
• High-value pages underperformed: the Jet Management page had 130 impressions at position 16.6 and 0 clicks.
• No email channel existed for staying in front of owners and operators.
• A single Google review (2.0 stars) did not reflect the business.

What we did

• Full SEO audit and keyword-to-page mapping: all 12 live pages plus Search Console data, mapped into keyword clusters covering the homepage, every service page and a set of proposed aircraft-type landing pages (Citation CJ Series, Citation XLS/Sovereign/X, Falcon Series and more), phased from quick metadata wins to new pages to on-page standards, prioritised for mobile.
• Metadata rewrites with built-in quality control: new titles and descriptions for all 12 pages, delivered with programmatic character-limit validation and flags on anything needing client confirmation before publication.
• Structured data and local SEO: Rank Math schema with organisation details, the Oxford Airport address, phone and social profiles, so search engines receive consistent machine-readable business data.
• Google Business Profile: audited and completed to "Looks good" profile strength, with a roadmap for posts, photos and a review QR code.
• Email marketing from zero (AWeber): DKIM authentication via DNS, list configuration and a branded HTML newsletter template in JMI's navy palette, engineered to render correctly everywhere, including bulletproof buttons for Outlook.
• A master reference document: one source of truth with every verified fact about the business, services, approvals and brand specifications, so all future content is accurate by construction.

Where are the results?

In measurement. The metadata rewrites are recent, and search data needs a proper window before it means anything. We publish numbers when they are real: the before figures above come straight from our April 2026 audit, and the after figures will be added to this page from Search Console once the window closes. That is the same factual-content rule we applied to JMI's copy: no claim ships unless it traces to a verified source.

What happens next?

The engagement continues with page-by-page content rewrites, the new aircraft-type landing pages, backlink outreach through aviation directories and partners, and ongoing Google Business Profile activity. Aviation is one of our home industries: see the aviation marketing hub and our aviation SEO guide for how we approach it.