D2C manufacturer increases first-time buyers by 38% following an SEO audit

The Brick Tile Company

Services: SEO (Audit, E-commerce & Technical)

Industry: Manufacturing

First-time purchasers: +38%

Transactions from organic search: +60%

Project Length: 2 Months

First-time purchasers

+38%

Transactions from organic search

+60%

The Client

The Brick Tile Company is a UK-based supplier of clay brick tiles and brick slips for interior and exterior use. It has been helping people buy bricks and brick slips for over 25 years. After an initial SEO audit and implementation period, we enhanced site performance within two months.

“Kevin has been excellent, auditing our site he managed to spot opportunities to increase both our search presence and our conversion rate. I am a marketing specialist so can really appreciate his expertise is over and above my own, following an initial audit phase we are now going to continue to work with him regularly given the results we’ve already seen after only a month.” – Joe Burton, Brand Director

The Challenges

Upon conducting our initial SEO audit, we identified several key challenges that were preventing our client’s organic search performance:

1. Limited search visibility

Despite being a well-established business, the website needed to improve its ranking in search engine results pages (SERPs) for product-related keywords. This was particularly evident for high-value “brick slips” related terms where competitors consistently outperformed.

2. Low conversion rates

While the site was attracting some organic traffic, the conversion rate from these visitors was lower than desired. This indicated a disconnect between user intent and the on-site experience provided.

3. Inefficient information architecture

The existing site architecture was not organised to effectively showcase the full range of products. This made navigating and understanding the site’s content hierarchy difficult for users and search engines.

4. Content gaps and cannibalisation

Our audit revealed significant content gaps for essential product categories and informational queries. Additionally, we identified keyword cannibalisation instances where multiple pages were competing for the same search terms, reducing the site’s overall SEO performance.

5. Technical SEO Issues

As with most e-commerce sites, there will be many technical issues, but we’ve prioritised a few critical technical issues that were impacting the site’s performance, including:

Implementation of structured data (product schema)
Fixing Shopify internal product links
Issues with crawlability and indexation of crucial pages

These challenges collectively contributed to lost opportunities in organic search performance, restricting the possibility of organic revenue growth. Our goal was to address these challenges and implement a strategic plan into action to deliver immediate, verifiable results.

Our Approach

We implemented an SEO strategy that included:

Conducting a thorough SEO audit
Developing and executing a follow-up project based on audit findings

The Results

Over the two months, we achieved significant improvements in organic performance:

Image source: SEOmonitor (keyword tracking tool)

Organic revenue and transactions

SEO-related revenue grew from £7,000 to £10,000
60% increase in transactions from organic search
38% increase in first-time purchasers
4.6% increase in organic revenue (compared to a 29.4% decrease in overall user revenue)

Search visibility and performance