The team at roof window providers RW4Y came to us looking to boost their visibility for key product terms in their niche, such as ‘roof windows’ and ‘loft ladders’. Our bespoke and proactive approach to link development and our commitment to building topical relevancy through content optimisation and content marketing appealed to the team. It was our transparent approach to campaign delivery that sealed the deal.

To achieve our goal of boosting visibility in a relatively competitive industry, it was clear to us that the RW4Y website would need all three pillars of SEO: technical, content, and outreach.

Our results

3,541% (+602)
increase in SEO visibility
in organic sessions
671% (+255)
increase in front-page keywords
increase in organic revenue

Using the combination of content, outreach, and technical SEO, we were able to help RW4Y compete with big-name competitors like B&Q, Velux, and Screwfix. Over the course of the campaign, we’ve helped our client pick up valuable rankings for their target keywords, reaching the front page for both ‘roof windows’ and ‘loft ladders’, helping to get the RW4Y site in front of the right customers.

As a result, they now rank in the top three for 97 keywords (a growth of 100%), picking up rankings for 34 roof windows-related keywords and 24 loft ladders keywords in the process. This positioned RW4Y as a key authority in the industry, growing their domain authority by 63%.

The great work from our SEO team led to a 3,541% increase in SEO visibility from January 2019 to January 2022, as well as significant growth in sessions and 290% increase in organic revenue.

Google Analytics data, January 2019 to January 2022

Our solution


Our initial goal was to build topical relevance around the loft sector. Our content team optimised key product categories for high-value commercial keywords, to help drive traffic and conversions. This would allow us to build relevancy for the subject area of roof windows and loft ladders and help establish RW4Y as specialists in the sector.

We also spotted that there was a lot of untapped potential in the B2C market. Our secondary goal was to make the most of this new audience, creating content that would appeal to users who were planning a home renovation.

By creating guides on topics such as loft conversion and roof window planning permission and the value of a loft conversion, we were able to capture B2C users based on informational search terms. These content guides added a significant amount of topical relevance whilst also providing high-volume keyword rankings. The result is a whopping 189 front-page keywords from guides alone.


It was clear that the website needed an increase in authority. Our specialist link-building team was able to utilise the expertise of the client to secure a number of high-quality, thematic links on external sites.

Taking advantage of annual home improvement trends, along with the DIY boom during the COVID-19 pandemic, our Outreach team used a targeted approach to secure valuable opportunities in a range of national and regional publications like House Beautiful (DA 85), Yahoo Finance (DA 93), Yahoo Style (DA 85) and Wales Online (DA 89). When used in tandem with our content marketing guides, RW4Y were able to break onto the front page for our target keywords.

The team also explored campaign ideas to increase the number of links that could be acquired via a single technique. Using their creative approach to link building, our Outreach and Content teams produced a digital PR campaign around the valuable items that millennials may have hidden in their lofts.


The combination of research, design, and tangential outreach methods secured over 25 links for this campaign alone.

Technical SEO

While the website was in relatively good shape, our technical team worked closely with RW4Y to ensure that no technical issue would hinder the website’s ability to rank well once our content and outreach projects started to bear fruit. They focussed on a number of key areas such as page discovery, site speed, and schema markup.

Glass Digital work efficiently and diligently with us to achieve our digital marketing targets. Their open and creative approach to SEO and organised PPC support has helped us significantly improve our online footprint and surpass our digital goals.

They have always been available for advice and support with an open, helpful attitude and I look forward to continued success with Glass Digital as we aim ever higher for online results.

Sarah Hastings, Digital and Marketing Manager at RW4Y

Where We Built Links

Wales OnlineHouse BeutifulCountry LivingExtra.ieWhat MortgageYahoo styleYahoo FinanceWhatInvestmentProperty Investor TodayThe Scottish Sun

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
  • digital pr
  • organic search
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