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SEO strategy Garden lighting shop.co.uk

Focus on non-brand search terms and recovery after a Google update

Tuinverlichtingswinkel.nl has shifted its focus from being findable on a single brand to being findable on a very broad set of (non-brand) search terms. And we, as a SEO agency, were allowed to play an important role in this. Along the way, a competing (exact match) domain was acquired, but migrating this domain did not have the desired effect due to a Google Link Spam update. A hefty recovery operation then ensured that Tuinverlichtingswinkel.co.uk is more zicthable than ever on the most competitive non-brand search terms.

Ineke Withaar-Colijn

Ineke Withaar-Colijn

Content specialist

At a glance

Challenge

The opportunity presented itself to take over a domain, with a good SEO value. The backlink profile was a combination of good links and the usual bin of rubbish. We thought we would mainly benefit from the nice backlinks. And that worked great at first. Until the Google Link Spam Update of December 2022... Not only did the nice search terms sink, but other search terms got dragged down too. So time for a come-back strategy and just hard work.

Results

  • From outside the top 100 to the No 1 position.
  • Explosive growth in organic traffic averaging 70% in peak months.
  • More organic sales in March-June 2024 compared to 2023.
  • Sales growth target comfortably exceeded.

Starting point

Garden lighting shop.co.uk began as a webshop for in-lite garden lighting. When in-lite started its own webshop, it was time to expand its product range and SEO strategy. A golden opportunity came in late 2022: the acquisition of a domain with a top 3 position. The domain was redirected to relevant pages within Tuinverlichtingswinkel.nl. The first results were great: A relevant search term with high volume rose from nowhere to position 6. Unfortunately, the domain also had a sizeable cluster of worthless backlinks. And we noticed this during the first Google Link Spam update. Gone rankings. The beautiful term first dropped to position 16 and then disappeared completely. To make matters worse, not only this term dropped, but also other important keywords.

Run

Objective & budget

The peak season for garden lighting (March to June) is short but sweet. The challenge? To achieve more organic sales in this period than in 2023. We translated this into two concrete KPIs:

  • More clicks in Google Search Console.
  • Top 3 positions for the lost search terms

With a tight budget and a hard deadline, we had to be smart. Not endless link building or content spamming, but focus on what really works.

Strategy & approach

To achieve this goal, we built the recovery strategy on three pillars: analytics, content and authority.

  1. Analysis: what could be better?
    First, we compared the main landing pages with the top 3 competitors. Our Quality Rater Expert GPT analysed E-E-A-T (Expertise, Authoritativeness, Trustworthiness). What emerged? Garden lighting shop.co.uk had strong products and knowledge, but was still too modest in naming this expertise.
  2. Content: The power of a smart approach
    • Content cluster: We created a series of onder supporting pages to reinforce authority around the central search term.
    • Helpful content & E-E-A-T: The existing content was rewritten with a focus on expertise and practicality. No empty marketing talk, but concrete answers to searchers' questions.
  3. Authority: Smarter links, no spam
    • We built a rock-solid internal link structure: every onder supporting page referred to the cornerstone and vice versa.
    • We provided two high-quality backlinks from relevant websites within the industry. Not just any links, but really valuable referrals with traffic.

Results

What happened after the optimisations? This:

  • Search position: Our desired search term rose from nothing to number 1.
  • Traffic: Explosive growth during peak season
  • Turnover: Organic revenue increased by significantly compared to the previous year.

In short: target met and far exceeded. But more importantly: Tuinverlichtingswinkel.nl has not only regained positions, but also put in place a SEO strategy that is future-proof. Because the next Google update? We can have that one.

Any questions?

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