Alliance Online joined Glass Digital in February 2015, keen to establish themselves as the number-one destination for catering equipment online. They needed help optimising a large product catalogue for search and attracting B2B customers to their site.
Soon after Alliance Online began working with us, their keyword rankings rocketed and have continued to grow since. Our bespoke organic search strategy has led to a 2,686% (+18,163) increase in keyword rankings and a 3,085% increase in organic visibility.
Throughout the campaign, we have stuck to core principles in order to drive consistent long-term growth. From 2015 to 2020, non-homepage organic sessions and revenue have grown by 398% and 504% respectively, while transactions increased by a whopping 716% over the five years alone.
Our Content team focussed their efforts on both of Alliance Online’s key goals of optimising their large product catalogue and attracting B2B customers. Initially, the team worked through the site’s many pages to optimise product category content for high-value commercial keywords and boost visibility.
Our copywriters also produced a variety of highly-quality informational guides to attract prospective B2B customers at all stages of the buying journey. These include a range of buying guides and assets to build relevancy in the catering and hospitality sector, such as a guide to UK licencing laws and a guide to kitchen knives.
This not only helped establish Alliance Online as a key industry voice, but also helped the site rank for topical informational keywords.
Alongside our content work, our expert Outreach team utilised Alliance Online’s most valuable business assets — such as staff expertise, supplier relationships, and onsite content — to build natural links on high-quality sites. These links included major national publications like The Independent and ITV, as well as large industry news sites such as The Caterer and more. As a result of our link exposure, the site’s domain authority has increased by 13.
To ensure that no technical issues could dampen our content and outreach efforts, our Tech team run regular crawls and monitor Google updates, to ensure the site remains technically sound and continues to drive traffic to key commercial areas.
Glass Digital’s understanding of search rankings and in particular content creation has enabled us to strategise and create detailed content and SEO plans. This has not only increased traffic and keyword rankings but also generated greater interest in Alliance as a company.