Challenge

To capture the attention of Duffield’s target customers in competitive search results.

When looking to purchase timber products, most people have many questions and queries — perfect for exploring through blog content.

To outrank competitors and bring people to the Duffield website, the content we created needed to be highly targeted, informative and engaging — better than anything out there, in a nutshell.

A strategic content marketing campaign that sent rankings, traffic and enquiries soaring, positioning Duffield as the industry authority.

Vision

To become the timber merchant online industry leaders, creating the best content on the web.

To get in front of Duffield’s target audiences — B2B and B2C — we knew we needed to delve deep with keyword and topic research, getting behind the searches.

What language are customers using when looking for Duffield’s products? What content do these people want to consume before deciding to purchase? What topics, sub-topics and themes did we need to explore?

Craft

Informative, engaging and keyword-targeted seasonal content that answers customer searches.

Armed with these technical insights, we created a strategic content plan.

The work we performed was a mix of optimisation of existing blog pages to improve keyword targeting and topic depth, as well as content creation where opportunities were identified.

The key? Well-structured, highly-informative and search-optimised content. This not only reassures the user, but also the search engine that this content is the real deal.

Each blog we optimised or created satisfies user queries and establishes Duffield as a trustworthy, authoritative voice in their industry.

To drive strong performance, the content was created and optimised in line with seasonal demand. This ‘evergreen’ content is designed to attract large volumes of users at certain points of the year, particularly late spring, when people look to carry out home improvement.

Deliver

Search visibility through the roof, organic traffic flowing in and sales secured.

Year-on-year organic traffic has almost quadrupled, with the blog content directly responsible for over 236 enquiries in one six-month period.

That’s all as a result of Duffield’s excellent search engine visibility for the queries that their customers are performing, holding the coveted featured snippet top spot in many instances.

The best part? We’re just getting started!