Gopak Case Study

GOPAK

A leading UK furniture manufacturer and retailer of lightweight folding tables

The Situation

A leading UK table manufacturer wanted to increase traffic and eCommerce revenue from their website. With more competition from consumer websites like Amazon, Argos, Ikea & Tesco for their generic folding table terms a new approach was needed to increase B2B sales.

The Solution

Audience segmentation identified schools, universities, churches and scout groups as bulk buyers

Competitor backlink analysis identified an opportunity to rank on the 1st page of Google’s results for the keywords “school folding tables” as well as more generic terms like “folding tables”

Meta data optimisation applied the target keywords to title tags, meta descriptions and headings.

Category and sub category pages were optimised for relevant keywords and internal links

Monthly linkbuilding included school and church buying group outreach and a variety of community engagement to increase the variation and value of the inbound links

Added Feefo reviews to rich snippets and star ratings to ad copy to increase conversion rate and Quality Score

Created individual PPC campaigns for top selling products and branded terms
Optimised bids on keyword terms and tested new ad copy to increase landing page Quality Score

The Results

  • Ranked #1 in Google for high volume generic terms like “folding tables” above Amazon and Argos
  • Ranked #1 in Google for audience specific keywords like “school folding tables” and “contour folding tables”
  • SEO traffic increased 245% year on year
  • SEO revenue increased by 82% year on year
  • PPC revenue increased 30% year on year
  • Ecommerce revenue increased 46% year on year

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