Grapelight was approached by a well-established consumer brand that found themselves under pressure, as larger retailers, and marketplaces, were expanding their online presence, reducing theirs. Although they were well known, with strong brand recognition with existing customers, their non-branded visibility was declining at a steady rate. This, in turn, was reducing their ability to reach new audiences and compete for high-intent website traffic. A number of their core product category pages were not performing with fluctuating rankings, as competitors improved their content and technical SEO. This resulted in a reduction of organic revenue, leaving the company relying on paid advertising, increasing their overall marketing costs. 

Following an extensive audit of the clients technical foundations, content, and competitive landscape, the Grapelight team created a comprehensive and tailored national SEO strategy. The technical audit showed many issues impacting organic performance, including poor page architecture, inconsistent URLs, along with internal linking gaps. They also had ineffective crawl paths, limiting how search engines could discover and understand their most important pages. These insights formed a roadmap, focusing on improving structural integrity, with long term scalability.

Our team conducted thorough keyword research, focusing on high intent keywords, aligning with the brands main revenue drivers. This included comparison searches, problem solving topics, along with product queries. We reorganised their product pages and category pages to reflect search behaviour, while refining their meta data, improving content clarity, and adjusting on-page elements, improving value and relevance. We enhanced their internal linking structure to create strong content pathways, that helped to distribute authority to priority pages, helping improve discovery.

We implemented a content strategy to improve the clients topical authority. This involved creating content hubs to capture mid-funnel queries, educate users, and help to guide them to conversion-focused pages. Any existing blogs, guides, and product information was refreshed, improving accuracy, depth, and conversions. 

We also carried out essential technical optimisation, focusing on page speed, mobile-friendliness, schema markup, and crawl efficiency. This step also involved ensuring any content was well-structured, preparing the client for AI-driven search, helping them improve their chances of appearing in generative, answer-driven results. 

The team created a transparent performance tracking framework, focusing on rankings, traffic, revenue, and customer behaviour, enabling us and our client to monitor progress and performance effectively, while ensuring they remained aligned to their business goals.

After the implementation of this national SEO strategy, our client, a well-established consumer brand started seeing improvements within eight months. They saw improvements in organic traffic, engagement, and revenue. They started ranking on the first page of search engine results for a number of their keywords, along with improving visibility for non-branded, and product-led keywords, which had been one of their main weaknesses. This helped them become competitive against dominant retailers and marketplaces, ensuring they were able to capture high-intent users.

Category pages started attracting more organic traffic, thanks to the structural improvements and being aligned to user intent. The good news is the improvement in organic traffic, drove qualified users to their website, increasing organic revenue. Their conversion rates improved, supported by improved page experience, relevant keyword targeting, and clear, high quality content that provided value.

The clients user engagement metrics showed an improvement in average session durations, with bounce rates dropping by more than 15%. This showed the website visitors felt the content was more aligned to their intent and expectations. As a result, the client was able to reduce their need for paid advertising, helping to reduce marketing costs across all channels, and reducing their cost per acquisition.

This national SEO strategy is delivering long-term growth in a very competitive market. Our bespoke strategy helped this consumer brand reduce their dependency on paid advertising, helping them improve brand authority, and enjoy visibility across numerous channels, ensuring their reached their audience effectively.