The Digital Maze/Boom Online has been working with Express Doors Direct for eight years, since 2014. Express Doors Direct utilises specialist technical and joinery knowledge to advise and sell the optimum solution to their customers. 

To meet their ambitious growth plans, the brand had to considerably increase its online visibility to get its products in front of the right audience.

Due to the considerably competitive landscape, big brands dominating online search, and fairly limited budget, Boom Online agreed to the following objectives:

- Compete and outrank well-known competitors with a focus on quality website content.

- Increase organic traffic, transactions and revenue through a content-improvement strategy

- Support new product ranges and brands with a focus on communication through fresh on-site content.

The strategy was highly focused on on-site content due to the nature of the budget available and the time frame these objectives were to be met.

Strategy and Key Tactics:

To increase brand visibility, a company must rank well in Google and other search engines for terms used by its target audience. The brand also has to build trust signals to assure users (and search engines) that they are a legitimate business. This isn’t a problem for well-known brands, but for smaller brands, it’s a key consideration.

To achieve the pre-agreed objectives, two challenges had to be overcome. The first was the relative size of the business in relation to competing brands. Highly competitive websites would have the budget to invest in considerable backlink building, increasing the overall authority, trustworthiness and rankability of their sites. Building domain authority akin to these big players would take years and potentially require a significant budget, and so wasn’t a viable option for Express Doors Direct at this juncture.

The second challenge was how Boom Online could refresh old online content and craft new pieces that would effectively outrank the sizeable brands already ranking in top positions in Google search. 

The approach to this would involve working closely with Express Doors Direct to introduce new brands and products to the site as a way of increasing traffic, transactions and revenue organically. 

They would also focus on NLP entities to create content relevant to what the target customers were searching for online. Going beyond basic search term research, Boom Online focused on compatible content structure, co-occurrence, entities, synonyms, and the relationship between terms to craft high-performing content.

The scope of current and new pages still made this a mammoth strategy, and so to keep budgets as low as possible, Boom Online made use of AI and ML tools to analyse already-published content and produce actionable content guidelines, leaving enough time to dedicate to fresh content in line with new product launches.

Over two hundred key pages were updated, created and optimised. 

Results Including Metrics and Insights:

Over a twelve-month period, the results went above and beyond what both Boom Online and Express Doors Direct expected. No longer a small fish in a big pond, Express Doors Direct are now a big player in the home doors market, outranking key competitors for highly competitive and relevant search terms like ‘patio doors.’

Over a six month period, the brand saw an increase of:

- Non-blog organic sessions - 507.33%

- Organic transactions - 471.98%

- Organic revenue - 528.89%

- Page one ranking search terms - 444.73%

- First position search term rankings - 680.59%

Viewing the results over a twelve-month period also exceeded initial expectations, with:

- Increased non-blog organic sessions - 495.97%

- Increased organic transactions - 365.58%

- Increased organic revenue - 415.30%

- Increased page 1 ranking search terms - 558.25%

- Increased first position ranking search terms - 869.32%