BlueTrolley is a UK-based company specialising in the design and manufacture of robust and affordable manual handling equipment. They manufacture a wide range of products, including trolleys, trucks, cages, stillages, and the wheels and castors to go with them. They cater to diverse industries such as warehousing, manufacturing, and retail, providing solutions for businesses needing to move goods and materials efficiently.
THE BRIEF
BlueTrolley has always understood the power of SEO in driving traffic to its website. Their B2B offering already drove significant bespoke enquiries, meaning higher AOVs. Aiming to drive a higher rate of bespoke orders, as well as one-off sales through their Shopify checkout, they sort the help of RICH.
HOW WE DID IT
Our primary strategy was to increase the website’s rankings for ‘bespoke material handling’ related keywords, while also refining the website’s messaging and design to increase conversion rates and AOVs. We used ‘bespoke’ keywords in the messaging and added new conversion features such as ‘get bespoke’ CTAs in key positions on the page. Alongside this, the website hadn’t had much authority pointed to it at this stage in its lifecycle. Therefore, we developed a Digital PR strategy that would both acquire links and position the brand in publications where their audience consumes content.
INCREASING TRAFFIC
- Drive a 15% year-over-year increase in site traffic by addressing underperforming pages, optimising keywords, and implementing a structured content strategy.
- Broaden visibility by targeting commercial and informational keywords, especially to attract users interested in bespoke orders and general material handling products.
IMPROVING RANKINGS
- Enhance keyword performance, aiming for a 25% increase in visibility by moving keywords to higher-ranking positions on search results pages.
- Address technical SEO issues, including fixing duplicate pages, broken links, and site speed, to improve the website’s overall search engine performance.
DRIVING CONVERSIONS
- Promote bespoke orders through content marketing, such as guides, clear call-to-actions, and engaging messaging to increase leads and conversions.
- Implement tracking systems, including chatbots and Google Tag Manager, to measure the effectiveness of campaigns and refine targeting strategies.
- Focus on increasing revenue through direct sales and bespoke orders, with a target of £36,000 in one-off orders through the Shopify checkout and growing sessions to 23,000 per annum.
BUILDING AUTHORITY
- Leverage traditional and Digital PR to create high-quality backlinks, strengthening Domain Authority and visibility.
- Use creative campaigns and collaborations to generate media attention and brand recognition.
SEO CHALLENGES FACED
List of initial challenges:
- Low organic visibility
- Lack of keyword ranking
- Competitive niche
SEO STRATEGY OVERVIEW
- Keyword research: Identified high-potential keywords
- Content strategy: Content creation and optimisation plan
- On-Page SEO: Technical adjustments, meta tags
- Link building & DPR: Outreach and backlink acquisition
- User experience (CRO): Improve customer journey, messaging and CTAs
KEYWORD RESEARCH & TARGETING
Keyword selection process:
- We prioritised keywords with moderate to high search volumes to ensure there was sufficient interest while avoiding overly generic terms with less specific intent.
- The keywords had to align closely with Blue Trolley’s offerings. Phrases like ‘bespoke handling equipment’ and ‘custom trolleys UK’ were prioritised due to their alignment with the products and services provided.
- We analysed the competitiveness of each keyword to balance opportunity and ranking difficulty. Keywords with lower competition but high intent, such as ‘bespoke trolleys UK,’ were targeted alongside slightly more competitive terms to maximise reach.
Our keyword selection process was designed to identify terms that would drive the highest quality traffic with the intent to purchase or inquire about bespoke trolley solutions.
ON-PAGE SEO IMPROVEMENTS
Key on-page changes:
- Optimised metadata (titles, descriptions)
- Improved internal linking
- Optimised H1s
- Updated Anchor Text
- Ran SEO split tests of key landing pages
CONTENT STRATEGY & EXECUTION
To effectively target users searching for bespoke trolley solutions, we implemented a comprehensive content strategy for Blue Trolley, focusing on the creation of dedicated landing pages.
For ‘bespoke’ specifically, we began by identifying high-intent keywords related to custom trolley solutions. This involved analysing search volumes, competition levels, and user intent to pinpoint terms that potential customers are likely to use. Key phrases included ‘bespoke handling equipment,’ ‘custom trolleys,’ and ‘bespoke trucks and trolleys’.
With the target keywords in mind, we crafted content that addresses the specific needs of users seeking bespoke trolley solutions. The landing page highlights Blue Trolley’s expertise in designing and manufacturing custom material handling equipment tailored to exact specifications. It emphasises the company’s UK-based production and direct-to-customer manufacturing process, ensuring quality and affordability.
To enhance search engine visibility, we implemented on-page SEO best practices such as crafting compelling meta titles and descriptions incorporating primary keywords to improve click-through rates and linking to related pages within the website to improve user experience and distribute page authority.
An integral part of our content strategy was conducting split testing to determine the most effective elements of the landing pages. This ensured we were continuously optimising the page for conversions and user engagement, whilst monitoring its performance in the organic landscape.
- We tested multiple versions of headlines to determine which resonated best with the audience and encouraged users to explore the page further.
- By testing different placements and wording for the call-to-action buttons, we identified the layout that generated the highest conversion rates.
- We compared variations of images and design elements to establish which visuals best communicated Blue Trolley’s bespoke capabilities and resonated most with potential buyers.
- We experimented with varying levels of detail in the page copy to find the right balance between being informative and concise, as well as its impact on user behaviour and time spent on the page.
DIGITAL PR
The campaigns centre on workplace-related topics, such as the most common workplace injuries, the most stressed-out cities, how to deal with SAD (Seasonal Affective Disorder) in the workplace, and working in cold temperatures.
Creating content on the subject of workplace safety aligns with the brand, meaning we can position them as experts within the media.
Links are secured across diverse platforms, ranging from niche trade publications (Health & Safety International, Logistics Business) to mainstream regional and national media (MSN, Daily Post).
Articles align with timely and relatable themes (e.g., seasonal challenges, health, and safety). Over the course of 2024, we’ve built 53 backlinks to the site, contributing to the overall uplift in performance.
TECHNICAL SEO ENHANCEMENTS
Key technical changes:
- Product URLs were accessible via the /products and /collections/…/products/, resulting in duplicate content. This was changed to always reference the /product directly regardless of parent category.
- Updated broken links.
- Removed internal redirects.
- Removed low-quality, spammy, and unhelpful content.
- Homed in on and repurposed isolated pages.
SEO RESULTS & METRICS
- With a sessions target of 23,000 for the year, we went over and above creating 71,000 sessions across the 12-month strategy.
- As a result of the strategy, we saw an increase of 91.6% of the bespoke keyword visibility YoY.
- Keyword position growth from 87 Keywords on page 1 to 253 (+191%).
- Our Keyword position growth had a direct impact on traffic to the site leading in steady monthly growth with traffic growing by 41.34% YoY.