At the start of 2020, iconic British pottery brand Denby asked us to oversee their organic search, with the goal of making their marketing budget work harder. They were looking to boost rankings and domain authority, so their brand could compete in the search results against big-name competitors, like Made, John Lewis, and Habitat.

To this end, Denby set us three core goals:

  • Increase overall organic traffic and revenue.
  • Boost non-brand rankings and traffic.
  • Attract younger shoppers to the site through organic search.

One of the key challenges Denby faced was attracting a younger generation of shoppers. Denby wanted to shift the target demographic of their organic channel from the 35+ bracket towards 18–34-year-olds, with the broader aim of increasing revenue and future-proofing their brand. And, they tasked us with harnessing the power of organic search to help them achieve this.

Our results

+61% (+4,841)
additional rankings
+82% (+1,039)
additional front-page rankings
+65% (+4,440)
additional non-brand rankings
+171% (+636)
additional non-brand front-page rankings
increase in organic non-brand traffic
increase in organic non-brand revenue

By August 2021, Denby had experienced a pronounced demographic shift towards a younger audience, with a steady increase in the proportion of sessions, transactions, and revenue driven by the 18–34-year-old bracket.


Google Analytics data, January 2019 to August 2021

This was achieved against the backdrop of the COVID-19 pandemic, when consumer spending among younger age groups was reduced. Despite this, we still achieved significant increases in sessions and transactions.

Denby also achieved some great ranking positions for commercially important keywords — a testament to our technical recommendations and onsite optimisation work.

Keyword Volume Mar-20 Aug-20 Oct-21
Teapot 33,100 48th 24th 8th
Placemats 33,100 19th 17th 6th
Dinner Plates 12,100 40th 19th 5th
Lap Trays 12,100 32nd 12th 7th
Champagne Flutes 12,100 28th 10th 9th
Ramekin 9,900 No Rank 75th 7th
Espresso Cups 9,900 19th 23rd 6th
Mug Set 8,100 40th 17th 9th
Serving Platters 5,400 29th 14th 7th
Soup Bowl 4,400 No Rank No Rank 8th
Grey Dinner Set 4,400 18th 18th 5th
Soup Bowls 4,400 56th 14th 6th
White Dinner Sets 4,400 18th 19th 10th
Stoneware Dinner Sets 2,900 34th 12th 3rd
Tableware Set 2,400 28th 19th 10th
Side Plates 2,400 89th 13th 10th
Ramekin Dishes 1,900 No Rank 84th 8th
Dinnerware 1,900 41st 35th 5th
Ceramic Bowls 1,900 94th 22nd 1st
Ceramic Plates 1,600 No Rank No Rank 7th
Dinner Sets UK 1,600 69th 19th 3rd

We’ve also increased Denby’s non-brand front-page rankings by 171% since the start of their campaign, bringing new shoppers to key commercial pages and increasing organic revenue.


Awards and Shortlists

Our solution

We designed a three-fold organic strategy, including onsite content, technical improvements, and targeted link-building. This would drive traffic to Denby’s site to help them reach a younger demographic, as well as boosting their domain authority to help the brand take on their top competitors in the search results.

As with every client, we kept in close contact with the Denby team through real-time activity updates via our project management system and honest monthly reports covering all KPIs.


Our Content team created pre-purchase content marketing that allowed us to target high-volume top-of-the-funnel keywords, with a focus on a younger demographic. We created content on topics that were likely to resonate with under-35s, like creating a trendy brunch board, or throwing a tapas dinner party.

To boost non-brand keyword rankings, we created optimised content for category pages to stimulate the relevant keywords within the 11+ ranking range.

Throughout our campaign, our experienced copywriters made sure to showcase Denby’s core brand values and USPs — such as sustainability, durability, and versatility — in all onsite copy. This helped maintain Denby’s strong brand identity, while maximising conversions and revenue from organic.


Our Technical team took steps to improve the crawling efficiency of Denby’s site, highlighting issues that were causing the size of the site to bloat. We culled unnecessary pages, removed or redirected soft 404 errors, and fixed broken HREF links across the site. This ensured Google’s crawl budget could be used more efficiently on valuable URLs, driving better results across the board.

Resolving these issues also created a cleaner, clearer navigation, which improved user experience across the site.


From an outreach perspective, we focussed on authority growth of the domain, so that Denby could better compete in search results alongside major competitors such as Dunelm, Wayfair, and John Lewis.

As a household name with a big following, we leveraged Denby’s recognisable and highly respected brand identity to secure quality, ethical linking opportunities. Our Outreach and Content teams collaborated to create content that their target audience would love, while remaining true to Denby’s branding.

Our outreach team took a targeted approach, building links on authoritative national publications, such as The Express and Wales Live. We also strategically outreached home and lifestyle magazines that were highly relevant to our client, like House Beautiful. This helped create a diverse backlink profile that substantially boosted Denby’s authority.

“I worked with Glass Digital in a previous role and was impressed with their transparency, from communications on projects to strategy and reporting. It was always a relationship that felt like teamwork and all members of the team seemed immersed and engaged in the brand and joint strategy.

“The team were able to understand what our brand is trying to achieve and demonstrate ways we can make our current channels and budget work harder.”

Navneet Evans, Digital Marketing Manager at Denby

Where We Built Links

House BeutifulCountry LivingStoke SentinelFine & CountryLiz Earle WellbeingMSNEuronewsMyLondonConfettiConfectioneryNews

Want to achieve results like these?

Get in touch today to find out how our content, outreach and technical SEO specialists could help you improve your Google rankings.

Contact Us

Prefer to talk? Call 0191 338 6903

  • organic search
House of Malt
  • organic search
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