Who are CCL Interiors?
CCL Interiors is a Belfast-based company that specialises in interior fit-out and refurbishment services. They help transform commercial, residential, and industrial spaces by providing high-quality solutions such as suspended ceilings, wall partitions, and raised access flooring. Known for their attention to detail and commitment to quality, CCL Interiors works closely with clients to create spaces that are both functional and visually appealing.
The Challenge
Traffic had stagnated for a while, so it became necessary to shift the organic focus towards targeting bottom-of-funnel users who typically search for more niche, long-tail keywords.
Project Objectives
The project objectives were to further drive organic traffic to the site from non-branded searches, the focus should be on targeting bottom-of-funnel keywords and users to boost organic conversions.
The Solution
Our solution was to meticulously identify and target relevant long-tail keywords specifically designed to attract bottom-funnel users across both new and existing pages. Recognising the importance of reaching users who are closer to making a purchase decision, we developed a comprehensive strategy that would unfold over several months. This strategy included a thorough audit of existing content to pinpoint areas for improvement, followed by the optimisation of relevant pages to better align with the identified keywords. Additionally, we recognised the need to create new, highly targeted content that would further engage these bottom-funnel users, addressing their specific needs and concerns. By implementing these steps, our goal was to not only increase visibility and traffic but also to enhance user engagement and drive higher conversion rates, ultimately leading to improved business outcomes.
The Results
The strategic focus on targeting bottom-of-funnel, non-branded keywords has led to significant improvements in both traffic and conversions for the client. Over the past six months, the site experienced a 460% increase in organic clicks for non-branded keywords and a 48% increase in core lead generation conversions. This success is further highlighted by an average ranking improvement of 14 positions for non-branded terms, resulting in higher visibility and more engaged, conversion-ready traffic. When we review organic performance data, we can see that the new pages created are two of the top performing pages from an organic perspective, which further highlights the importance of shifting keyword targeting strategies to effectively address the issue of stagnant traffic, while driving both organic growth and engagement. Over the past six months, there has been a significant improvement in organic performance compared to the previous six months. Organic clicks for both branded and non-branded keywords increased by 146%, with a remarkable 460% surge in clicks for non-branded keywords specifically. Organic impressions for non-branded keywords rose by 82%, and there was an average ranking improvement of 14 positions for these keywords. Additionally, organic phone number clicks increased by 52%, file downloads by 39%, and email address clicks by 8%. Notably, organic form submissions saw a staggering 650% increase. Overall, core lead generation conversions grew by 48%, rising from 120 to 178.
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Organic form submits
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Organic clicks for non-branded keywords
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Core lead generation conversions
The Project Team
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