Pre-redesign SEO audit for a work-at-heights training center in Itagüí

Decision 1 · Crawl

SEO audit of 121 URLs: ~24,000 monthly certificate-verification searches pointed to a page canonicalized to the homepage

Julián Franco crawled siacolombia.com.co with Screaming Frog in September 2026 and got 121 URLs: 75 images, 32 resources blocked by robots.txt, 2 code files and 12 HTML pages. Of those 12, only 7 were indexable. The site was technically sound, with 200 status codes and no blocks on content pages. The problem was the site structure: few URLs, duplicate titles and the highest-demand page left out of the index.

Finding	What it meant for the business	Recommendation
Critical: /certificados declared a canonical pointing to the homepage	People looking to verify or download their work-at-heights certificate (~24,000 searches/month) didn't find a SIA page	A self-referencing canonical and a hub with two child pages: verify and download
Critical: a single /cursos page for five intents	Coordinator, refresher training, authorized worker, area manager and confined spaces all competed on the same URL	One page per course, each with its own keyword
Important: a blog with no indexable articles	/blog had 12 words and its only article was canonicalized to the homepage	Informational guides that link to the course on their topic
Important: orphan redirect	/empresa 301-redirected to a noindex URL	Redirect retired URLs to their equivalent
Review: "sias" with 90,500 searches/month	The highest-volume term associated with the domain, probably a text coincidence	Don't optimize for it until it's validated in Search Console

The homepage, /cursos and three other URLs shared the same title. The first three findings are configuration errors: they get fixed before creating content and don't require a single new word.

Decision 2 · Demand

57 keywords and 11 competitors: rescue at heights, emergency brigades and first aid had no page

For SIA Colombia, the 53 keywords the domain already appeared for were cross-referenced with 90 suggestions for Colombia. The result was 57 useful keywords in 11 intent clusters, each with volume, intent, current URL, recommended URL and status. Keywords that didn't justify their own page were discarded. The current version of the study, dated October 3, 2026, has 74 keywords in 15 clusters.

A review of 11 organic competitors showed which searches the market serves and which it leaves open. That surfaced services SIA already offered and that the site only showed as an image with no page:

Search query	Monthly volume in Colombia	What the study found
"brigadistas de emergencia" (emergency response team members)	3,600 (difficulty 9/100)	The best-ranked competitor was in position 28
"primeros auxilios curso" (first aid course)	1,000	SIA had an image of the service and no page
"rescate alturas", "rescate en alturas" and "rescatista" (rescue at heights, rescuer)	820 (390 + 170 + 260)	cursosalturas.com.co had its own page; SIA only had an image of the service
"resolución 4272 de 2021"	14,800 (difficulty 10/100)	The top result is a standalone government PDF

A keyword with volume isn't enough to create a service page: the client has to offer that service. Emergency response teams stayed marked as pending until SIA confirmed it offers them. Advertising a service you don't provide attracts visits that never turn into clients.

Decision 3 · Priority

The certificates hub first: 4 verification and download pages that aren't in the index today

SIA Colombia will have 4 indexable certificate pages, each with its own canonical, against none on the current site. The consulting question shifted from "which keyword has the most volume?" to "which page brings in the people who end up buying?", and reading Google's actual results for the three flagship keywords led to three decisions:

The certificates hub goes first. Someone verifying a certificate is about to need refresher training, or is a health and safety manager validating the crew on a job site, which opens sales of multiple seats. The recommendation was a tool-style format: steps with screenshots of the official portal, an FAQ with the exact variants people search (verificar, consultar, validar, descargar: verify, look up, validate, download) and the refresher training offer right after the certificate status is confirmed.

The Google listing matters as much as the website. Three of the top six results for "curso de alturas" (work-at-heights course) were Google Maps listings, and SIA, which does have a Google listing, wasn't among them. Google Business Profile was recommended as a parallel workstream: category, photos, hours, service area and reviews.

This niche has almost no comparison searches. Seven of eight comparison phrases have no measurable volume. That's why testimonials and pricing go in as trust blocks inside the course pages and guides, without their own URL.

Decision 4 · Regulations

Resolución 4272 de 2021 and 0491 de 2020: two facts in SIA's material that the regulations contradicted

Every fact in SIA Colombia's content was checked against the regulations: Resolución 4272 de 2021 (work at heights), Resolución 0491 de 2020 (confined spaces) and Decreto 1072 de 2015, article 2.2.4.6.25 (emergency response teams). That review found two errors in the client's material:

What was published	What the regulation says
"The work-at-heights certificate expires after one year"	Resolución 4272 sets no expiration date. It defines when retraining is required: a change in task, procedure or technology; joining a new company; and, if none of those happens, after 18 months
Confined spaces supervisor: 20 hours in one document, 16 in another	The annexes to Resolución 0491 set entrant 16 h, attendant 8 h, administrator 8 h and supervisor 20 h. The 16 belonged to the entrant

Anything that couldn't be verified against a source was left blank and added to a list for the client: unconfirmed prices, the VAT on two courses and the occupational health and safety license number. No figure was estimated or copied from the competition. In a sector where an ARL (occupational risk insurer) or a project auditor reviews what gets published, every figure has to hold up to that review.

Decision 5 · Architecture

What SIA Colombia received: a funnel map of 25 topics, each with its format and target URL

SIA Colombia received a hub & spoke structure by search intent: a certificate verification hub, a work-at-heights courses hub and a confined spaces hub, plus occupational health and safety services, the blog and company pages. The URL rules the consulting set:

• One URL per intent, not per product: verifying a certificate and taking a course are searches made at different moments.
• Pages are only created where volume justifies them: "trabajador autorizado alturas" (authorized worker at heights), with 10 searches a month, goes as a section of /cursos.
• The same topic can have a commercial URL and an informational one when the intent changes: /cursos/rescate-en-alturas/ and /blog/rescate-en-alturas/.
• City pages only where there's real coverage: Bogotá, Cali and the Caribbean coast are pending confirmation with the client.

The deliverables package:

• Technical audit with findings ranked by impact.
• Keyword research by intent cluster, with volume, intent, current URL, recommended URL and status, in CSV.
• Competitor and gap analysis, with the new services and the condition for creating each page.
• Funnel map by TOFU, MOFU and BOFU: 25 topics with their volume, recommended format and target URL, in CSV.
• SERP modeling of the three flagship keywords, with estimated monthly clicks by the position reached.

SIA Colombia's new 29-URL site is already built on that architecture

On that architecture, Julián Franco built SIA Colombia's new site in Jekyll in October 2026. Its sitemap has 29 URLs, each with its own canonical:

• 13 course pages, including rescue at heights, emergency brigades and first aid, the three services that had no page.
• 4 certificate pages: the hub, verify, download and confined spaces.
• 4 equipment pages (rental, sales and kits) and 4 service pages (inspection of equipment, ladders and anchor points).
• Home, gallery, about and contact.

At the client's request, the site launches without prices, and /empresa/ and /registro/ point to SIA's own portal. The 7 blog articles are in the repository and aren't published yet.