Peak District SEO

Introduction

A Derbyshire-based furniture company approached Peak District SEO in search of e-commerce SEO assistance. We had previously spoken to them about the need to respond to changes in their market and how they might best capitalise on those changes.

In the film, ‘Enter the Dragon’ Bruce Lee says, “When my enemy Contracts, I expand“.   The same is true in business. Watching your niche or particular market can bring opportunities for you to capitalise on.

In this instance, a well-known brand in the niche had folded, leaving an opportunity to expand into. We advised the client on the best action to take as a response. This included and monthly SEO package, Some Paid Ads, Local Listings and a backlink-building campaign.

Client Background

Our client had a beautiful-looking eCommerce website, unfortunately, it didn’t work well at all.  The navigational structure was overly complex, and there was very little SEO presence on Google or other search engines.   They had tried several well-known advertising agencies, all with no real traction despite being charged rather heftily for the privilege.

Website Objectives

The client had clear objectives for improving their online visibility:

1. Rebuild the WordPress website in an SEO-friendly manner:
   Refreshing the WooCommerce store enhances the user experience, product organisation, functionality and aesthetics of their website.
2. Ensure improved Search Ranking:
   Secure a prominent place in search results, both local and national.
3. Paid Advertising Visibility:
   Evaluate the potential of paid advertising within budget constraints. Targeting a specific but narrow set of profitable keyphrases.  Normally, we would deploy a more holistic focus, but budget constraints meant we had to focus on the more profitable products first.

eCommerce Website Transformation

Content Analysis and Optimisation

We conducted a comprehensive analysis of top-performing furniture competitors across the country. This research informed our approach to content optimisation.  structure with:

by using optimised graphics and images

• New bespoke WordPress theme.
• The reduction of plugins, there were over 40 plugins installed on the site when we found it.
• Improved Server Hosting
• We engaged our WordPress design agency and web host, Voteq, to completely rebuild the website

Trust-Building Elements

Trust signals were crucial. We ensured that customers could see the site was secure, payment options were displayed, and KSPs (key selling points) were on display:

Search Optimisation

In terms of getting the website ready for Google search, we:

• Revised all the main pages to target specific keywords in a more focused manner.
• Made sure that pages loaded quickly and worked properly on mobile devices
• Ensured that navigation was logical and simplified
• Reviewed all product categories, reducing and removing unnecessary categories
• Improved the Titles and Meta Descriptions for all pages and blog articles

Localised Keyword Targeting

We ensured that the client’s local rankings were improved by:

• Updating listings on more than 50 directories was present and consistent
• Targeting local search terms across the website where relevant and applicable
• Improving and monitoring the clients’ Google business profiles.

Blog and Case Studies

We focused the blog on our clients’ expertise and expertise and product range, we created blogs and case studies relevant to furniture-buying customers.  All articles were specifically chosen to target a gap in their online visibility.

Paid Advertising Management

Budget-Focused Campaigns

Given budget constraints,  we designed cost-effective ad campaigns targeting their core services within the local area.

Brand Recognition

In addition to service-specific ads, we worked on improving brand recognition through paid advertising.

Challenges

1. Website Redesign: Convincing the client to invest in a complete website rebuild.
2. Building Client Trust: Overcoming scepticism and building trust.
3. Budget Constraints: Adapting to a limited budget amidst rising ad costs.

Marketing Results

• • Improved Google Ranking: Our work achieved 10s of page-one results for all main search terms

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• Lead Generation: While budget constraints limited the number of leads from paid advertising, the campaigns brought customers for profitable product groups.
• Website Transformation: The new WordPress website not only looks great, but it is easy to navigate and works correctly on all device types
• Backlink growth. Our client’s backlink profile has been transformed, more high-quality links with good link diversity have been added as well as external articles that support the product groups have been created.
• Domain authority increase: Due to the backlink cleanup and the addition of new high-quality links, the site has seen a steady increase of 7 points in Domain authority.
• Revenue growth: There is still some way to go till we hit our peak target. When we started the project, the website was not generating revenue on a consistent basis, now it’s consistently making 10’s of thousands of pounds per month and we aim to continue that growth throughout the next 6 months year.

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Conclusion

In conclusion, whilst the project is still ongoing, we certainly feel that we’ve helped this brand turn a corner. We significantly improved our clients’ revenue creation and have provided them with a stronger platform to promote their product range. established a strong foundation for future growth.

Lessons Learned

We’ve revisited some valuable lessons that work for eCommerce websites:

• It’s important to closely focus on specific product groups that make money and have a margin.
• Budget and patience are often limited, so better to narrow the focus rather than to go too broad.
• Good customer communication is essential to ensure that the client understands what will be done and how it impacts the performance of the website. Once the client better understands, the more they are prepared to invest both time and money into the project.

Read other SEO case studies, click here. For further information about how Peak District SEO can help your business succeed online, please contact us.

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Peak District SEO

I’m Phil Gregory, the MD and founder of Peak District SEO.

I’m an SEO & Google Ads Consultant with 27+ years of experience in I.T and helping UK Businesses improve website performance.
I built my first website in 1998, then I discovered the joys of website optimisation and never looked back.

If you want a no-nonsense, no-hard-sell approach and to actually get your website fixed with a solid, affordable, long-term approach, hit the contact button today.

Peak District SEO  is a UK-based Digital Marketing Company.
We help businesses make more money, using traditional Search Engine Optimisation (SEO) , Ai Search / GEO and paid advertising (PPC).

Why Peak District SEO?

27+ years of experience.
80+ 5* reviews on Google
Our customers have hundreds of page one and position 1 rankings, and we can prove it.
We’ve helped hundreds of SMEs in the UK
We have numerous articles published across the web discussing SEO.
We regularly publish case studies about the work we’ve done
Customers trust our service  – See our reviews on Google, Trustpilot and Facebook
Our customers have hundreds of page one and position 1 rankings and we can prove it.