Case Study
Increasing visibility & organic traffic for Surrey garden building manufacturers
+ 330 48 181 %
Increase in organic traffic keyword impressions keyword clicks
Project briefing
About the client
Into The Garden Room, based in Surrey, are the designers and manufacturers of premium garden buildings that enhance wellbeing by capitalising on the use of sun and natural light, enabling customers to maximise use of their outside space all year round. They offer bespoke garden rooms of all shapes, sizes and purposes including garden offices, garden gyms and summer houses in addition to their well-renowned signature range.
Our client is based in Surrey but serves the entirety of the South East of England. They handle every step of the process themselves from designing a contemporary garden building to accommodate the needs of their customers from the planning and design phase to delivery and build. Into The Garden Room is one of the leaders in a fiercely competitive industry.
The challenge
Project goal
As the co-founders Paul Ransom and Andy Toogood like to emphasise, the company was founded in 2017 on the premise of family and friendship. Paul poured his heart and soul into his business alongside his wife Marianne Ransom and Andy, their friend of over 30 years with the support of brothers Mick and Tony. With classy designs and impeccable customer service, they elevated Into The Garden Room to a remarkable stature.
Our paths crossed with Paul in the summer of 2021. His company was slowly climbing up the ranks amongst his local competition, however its digital growth did not exactly follow suit.
The website was failing to generate organic clicks despite all his efforts, therefore there wasn’t a sufficient flow of potential customers. Direct traffic was the only source of traffic keeping the domain afloat in a precarious manner.
This is where Bubblegum Search burst into the scene. The initial checks and small-scale audits we carried out painted us a very clear picture: this website had previously encountered minimal SEO work since its launch. It was littered with perilous SEO practices and unoptimised content while having no local strategy or keyword planning. Hence, the domain was well behind its competitors who have invested more in search marketing. Our SEO agency in Surrey was unfazed by the challenge as we have often undertaken projects with no SEO history.
Minimal SEO work done in the past
No prior keyword strategy leading to missed opportunities
Critical technical errors to be rectified
Competition way ahead in terms of rankings and optimisation
No existing competitive analysis
Very low site speed - sending problematic signals to search engines
No prior SEO outreach - poor backlink profile
Metadata refresh/creation for core pages
Nonexistent internal linking structure
Unoptimised Google My Business profile
Inactive blog section with unoptimised content
Dozens of new pages to be designed and pushed live
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The Solution
Complex on & off-site Search Engine Optimisation
Roadmap created as the initial phase of SEO processes
Extensive keyword research and mapping from scratch
Technical fixes put in place to correct historical errors
New metadata for all worthwhile pages on the heels of keyword mapping
Competitors examined and content gap analysis conducted
Detailed local strategy constructed with a comprehensive local audit
New landing pages created as part of local SEO strategy
Bubblegum’s own blog planning strategy with blog calendar as a final product
Bubblegum’s own blog planning strategy with blog calendar as a final product
On-page keyword analysis to bulk up and improve existing content
Internal linking audit and new structure created sitewide
FAQ section revamped with brand new questions and optimised positioning
Outreach campaigns sent out to bolster backlink profile
The optimisation results
268% YoY growth in organic traffic for bespoke garden room suppliers
Summary
Organic traffic skyrocketed with rankings and impressions on the rise!
We struck up a partnership with Into The Garden Room in August 2021. After the initial phase of auditing and examining the domain, we began implementing the best SEO practices we have become accustomed to that yielded positive results for all our clients in the past. Some urgent technical errors were addressed and shortly keyword research kicked off.
Our extensive keyword research process paved the way for a number of SEO strategies to be devised as we discovered loads of uncharted territories for the client. As niche as their product is, its uses have an unlimited range and this range had not been taken advantage of in the previous years. This was almost low-hanging fruit and quickly incorporated into our immediate plans for this website.
Similar to the uses of garden rooms, the domain had failed to capitalise on its local surroundings. Into The Garden Room is a local business that serves many key areas in South East England but its digital presence did not reflect this important aspect. Once our local keyword research unearthed the tremendous opportunity, we moved the local SEO strategy higher up in the priority list.
Some other essential SEO practices we deployed for Into The Garden Room were rewriting optimised versions of metadata, enriching the on-page content for core pages, rejuvenating the internal linking structure throughout the website, running in-depth analysis for prominent competitors, improving page speed bit by bit and creating a brand new SEO blog calendar for well-targeted content creation.
Once the basics were out of the way, we proceeded to build on the existing foundation with fresh landing pages using the gaps we had detected in the content. Garden room style, garden room usage and locations were some of the major themes used to inspire these new sections in the navigation.
As anticipated, we were able to observe an almost immediate impact on keyword rankings after the landing pages were launched. Organic traffic that was stagnant throughout 2021 soared in the first weeks of 2022 and the purge proved to be sustainable with a 330% YoY growth for the first half of the calendar year and 268% for the latter half.