The SEO Works

The Challenge

Tarpaflex is a family-run business based in the south of England. They sell tarpaulins, nets, sheets and bags to both businesses and individuals.

When they came to us, they were in the middle of a tricky website migration.

They already knew they’d need a proper SEO strategy once the migration was finished. After being recommended our services, they got in touch.

There were two main goals.

The first was to grow organic visibility after the migration. But the site had a few issues, and we knew we’d need to deal with them first before we could stabilise or grow any rankings.

The second goal was more ambitious: to rank in position 1 for the word ‘tarpaulin’. With huge household names like B&Q already sitting at the top of the results, this was going to take some serious work.

Here’s what we did.

The Solution

As with any new SEO campaign, we started with a full website audit. It quickly became clear the site had been built with the basics, but not much more.

The category and product pages weren’t optimised. There was hardly any helpful content. That’s a problem for users and for search engines.

So we began with the product pages. We improved the content and added FAQ sections. We also linked them to related products and categories to strengthen internal connections and help users find what they need more easily.

Next, we built a pillar page structure. This helped organise the content more clearly. Each pillar focused on a main topic, with links to relevant blogs and subpages. This meant we could group related keywords, avoid overlap, and build topical authority.

We followed the same approach with the category pages – improving the content, adding internal links, and making the navigation easier to use. All of this helped with rankings, but also gave users a better experience on the site.

One keyword in particular – ‘tarpaulin’ – was a top priority. We focused on it early in the campaign to give it time to climb the rankings. But we also knew the site wouldn’t hold a top spot for one term alone. We had to improve everything, not just one word or product.

The Results

The campaign was a success. Because the site was so basic to begin with, the improvements made a difference quickly.

Competition for the top spot on ‘tarpaulin’ is tough, but Tarpaflex now ranks in position 1. A strong result – and one we’ve managed to maintain.

Other key terms are now ranking on page one too, including:

economy tarpaulin
canvas tarps
super heavy weight tarpaulins
market stall tarpaulin
dust sheets
one tonne builders bags

The Challenge

Luxe Watches, based in Epping near London, came to us with a clear goal: to grow their reputation as a trusted seller of genuine luxury watches and generate more leads online.

The Solution

We ran a combined SEO and digital PR campaign to boost visibility and build authority.

The release of the new James Bond film gave us a good opportunity. Bond is known for wearing high-end watches, so it was a natural fit for the brand. We used this as a hook to create something timely and engaging.

We researched over 100 data points to find out who the ultimate James Bond was. We then built an infographic and reached out to relevant publishers and journalists to share the findings.

The Results

The campaign landed well. It was picked up by several movie and lifestyle sites, earning 41 new links. The content itself reached around 443,000 people and was shared over 10,000 times, helping to raise the brand’s profile.

The SEO results were strong too. Luxe Watches went from 189 top 3 keyword rankings to 557 – a 294% increase. Organic search enquiries also rose by 69%.

The campaign was even nominated for a European Search Award.

(And if you’re still curious – yes, we did find out who the ultimate Bond was.)

The Challenge

The University of Manchester is one of the UK’s leading universities, with roots going back to 1824. Alongside their academic reputation, the university’s buildings are also rented privately – a service that brings in significant business.

Until recently, they had relied on word of mouth to promote this side of the business. But they knew that approach was limiting their reach. They wanted to branch out, starting with paid advertising.

The main goals were to grow their audience and drive more engagement. But getting there wasn’t simple. Targeting the right users and deciding which services to promote first were proving difficult.

The Solution

Based on similar projects we’d delivered, we recommended a mix of paid search and paid social to get the best results.

Targeting was the first thing we tackled. Using negative keywords in Google Ads, we cut out low-quality traffic. This meant their budget could go further, focusing only on people more likely to convert.

Next, we looked at which services to promote. With so many available, it was important to prioritise. We dug into the data and identified the most popular areas. This helped us allocate budget in the right places and bring in better quality traffic.

To make the paid social ads stand out, we used the university’s 3D tour feature. This gave people a more detailed view of the spaces on offer, helping them get a better feel for the service before enquiring.

The Results

Better targeting and smarter budgeting led to a big rise in relevant traffic. Engagement went up, and the university saw what paid ads could do for their business.

So much so, they chose to invest more.

The Challenge

SureSafe is the UK’s leading independent supplier of fall alarms and personal safety devices for older people.

They came to us after being hit with a Google penalty. The immediate goal was recovery. But long-term, they wanted to go further – and drive real growth.

The Solution

We built an integrated strategy using both SEO and PPC. The aim was to improve quality across the board – fixing the issues behind the penalty, and making sure content better met user needs.

On the PPC side, we used data and automation to improve performance quickly. Both channels shared KPIs, insights and processes, which helped us make more informed decisions and improve ROI.

The Results

The results were clear. Organic and paid revenue went up by 142%. Call enquiries – a key metric for SureSafe – rose by 1555%.

Overall, the campaign delivered a 633% return on investment.

“We could not be happier with the results that we have had with The SEO Works. Results came quickly and have continued steadily from there, with a noticeable positive impact on our business. Results are sustainable and explainable – a refreshing change compared with our experience of other digital marketing companies.”
– Director, SureSafe

The Challenge

This well-known coffee brand came to us with two clear goals: grow organic visibility and improve how they show up in large language models like ChatGPT.

The first challenge was making their website easier for AI tools to understand and reference in chatbot answers and AI overviews. The second was harder: finding a way to track this traffic, as standard analytics tools don’t give much detail on it yet.

The Solution

We built an AI-focused SEO strategy that covered both traditional search and new AI-led sources.

First, we audited the site and mapped user intent. Then we restructured content across product, category and info pages into clear content blocks. This made it easier for AI tools and search engines to pull relevant information and use it in their responses.

We also improved the site’s trust signals. We added more detail on product knowledge, origins and experience, and gave guidance on who should be shown as the content author. A new café page helped show the brand’s real-world presence.

On the technical side, we reviewed structured data and made changes to support FAQ and product details. We also improved internal linking between product pages, brewing guides and learning content – this helped users and built authority on key topics.

We didn’t stop at the website. We advised on adapting off-site content too, such as using better alt text for social images and finding ways to get mentioned more in forums and community spaces.

Finally, we built a custom tracking setup. This allowed the client to see traffic from AI chatbots like ChatGPT, Copilot and Gemini – and understand how those users behaved compared to organic visitors.

The Results

In twelve months, AI referrals grew into a reliable and measurable traffic source.

Engagement was high – 91% on average – showing these users were interested and ready to buy. AI-assisted conversions rose 36.5% year on year. On-site actions also jumped, with a 182% increase in searches and 247% more product quiz completions.

Sales from AI referrals went up by 78%. ChatGPT was the biggest driver, accounting for 95% of AI-linked purchases.

AI users were more likely to buy higher-priced products too – such as espresso machines, brewing gear and subscriptions. The brand’s signature blend saw the biggest lift, with a 900% increase in AI-driven sales.

With the right mix of technical work, smart content, and clear reporting, the brand became one of the first UK coffee companies to generate real ecommerce revenue from AI traffic.

The Challenge

Sagacity are data specialists based in London. They help businesses sort and clean their data – from removing spam or duplicate contacts to grouping existing ones by useful traits like behaviour or demographics. This helps their clients get more from the data they already have.

They approached us for help with SEO.

One of their biggest challenges was awareness. Most businesses don’t know they need this kind of service – so they don’t search for it. Sagacity wanted help optimising their site to attract more qualified leads, and to increase contact form submissions from people who were already showing interest.

The Solution

Our first step was a full content review. We found that the site lacked structure, and the content wasn’t detailed enough. It also wasn’t written in a way that search engines could easily understand – which made it hard to rank.

Another issue was clarity. It wasn’t obvious what Sagacity actually did, or why someone should choose them. The site asked users to get in touch, but didn’t give them a strong reason to do so. As a result, they were getting low-quality leads.

We used a CRO (Conversion Rate Optimisation) approach to fix this. We reworked the content, adding more detail and breaking it out by sector. This helped users see the value of Sagacity’s services and understand how they could help.

We also redesigned key parts of the site. This made it easier for search engines to crawl and helped improve organic rankings. We added more calls-to-action throughout the site too, which created a clearer path to conversion.

The Results

The new approach worked well. Rankings improved as the content started to target more specific, relevant search terms.

While overall traffic went down, this was actually a good thing. The people arriving on the site were now more likely to be interested in what Sagacity offered. As a result, contact form submissions jumped from around 10 a month to over 70. The conversion rate increased by 200%.