NOW Aluminium

Dealing with a brand with a smaller authority to most competitors made this project a unique one. The CEEK team had to think strategically about how we could generate quality leads and maximise revenue opportunities for the business.

We also inherited an old, outdated, slow website, which made things difficult from the start.

Aside from the SEO, the CEEK paid media team also wanted to beat competitors and generate leads, despite our paid budget being smaller than most of the ‘big players’.

NOW Aluminium also operate differently to most competitors. We worked with a system that was focused on generating ‘quotation lead forms’, while 95% of the competitive landscape was typical ecommerce sites with pricing, integrated shopping and checkout on their sites.

From an SEO perspective, the first task was to audit the site and fix the high-priority technical issues. We also used our bespoke internal linking dashboard to analyse the site structure and page relationship across the site.

Once the technical fixes were complete, we mapped out a content to support the focus, revenue-driving keywords for Now Aluminium as a business. We created an entire topical clustering map to build out the brand’s topical authority and relevance around ‘bifold doors’.

Throughout the campaign, we also used our digital PR campaign to drive high-quality, relevant backlinks to the site to gradually develop the authority of the site.

On the paid media campaign, we optimised the entire existing account to focus attribute correctly and ensure we were generating the maximum ROI we could with the budget we had. The CEEK paid media team used A/B testing for AD copy to optimise our campaigns accordingly.

The results are ongoing, but we have seen excellent results from both an organic and paid media perspective.

We are now ranking page one for multiple focus keywords that were identified at the start of the project, including – ‘trade bifold doors’, ‘tall bifold doors’ and ‘supply only bifold doors’.

Overall, we have over 30+ focus terms ranking positions 1-3 on Google organically.

On the paid media campaign, we saw a 400% increase in quality conversions year-on-year while reducing the cost per conversion by 67%.

This project is ongoing and there is huge potential to continue to improve leads for Now Aluminium and generate more revenue growth for key stakeholders.