Case Study / Westminster Stone
Paving the Way for Growth: A 107% Surge in Organic Revenue for Westminster Stone
Paving the Way for Growth: A 107% Surge in Organic Revenue for Westminster Stone
0%
0%
increase in organic revenue
0%
0%
increase in organic sessions
0%
0%
increase in non-branded organic traffic
0%
0%
increase in organic revenue
0%
0%
increase in organic sessions
0%
0%
increase in non-branded organic traffic
DiscoverY
Westminster Stone is a renowned provider of high-quality stone flooring and garden paving.
With a reputation for excellence in reproduction stone and natural stone products, they are a go-to destination for homeowners and landscapers looking to elevate outdoor and indoor living spaces.
DiscoverY
Westminster Stone is a renowned provider of high-quality stone flooring and garden paving.
With a reputation for excellence in reproduction stone and natural stone products, they are a go-to destination for homeowners and landscapers looking to elevate outdoor and indoor living spaces.
The Challenge
Before Westminster Stone joined us, the site was facing a challenging period, losing both organic traffic and revenue year-over-year. The digital landscape for garden and home improvement was becoming increasingly competitive, and the brand was feeling the pressure.
We identified several core issues contributing to this decline. Primary among them was a significant drop in keyword positions for their top 3 and top 10 terms, which directly impacted visibility. Additionally, the Search Engine Results Page (SERP) landscape was shifting; with the introduction of organic shopping grids and AI Overviews, the available "real estate" for organic listings was shrinking.
Westminster Stone needed a strategy to arrest this decline, reclaim their rankings, and navigate the evolving technical environment of modern search.
The Challenge
Before Westminster Stone joined us, the site was facing a challenging period, losing both organic traffic and revenue year-over-year. The digital landscape for garden and home improvement was becoming increasingly competitive, and the brand was feeling the pressure.
We identified several core issues contributing to this decline. Primary among them was a significant drop in keyword positions for their top 3 and top 10 terms, which directly impacted visibility. Additionally, the Search Engine Results Page (SERP) landscape was shifting; with the introduction of organic shopping grids and AI Overviews, the available "real estate" for organic listings was shrinking.
Westminster Stone needed a strategy to arrest this decline, reclaim their rankings, and navigate the evolving technical environment of modern search.
The Solution
To turn the tide, we deployed a robust, multi-faceted SEO strategy focused on technical health, content relevance, and site architecture.
Core Category Optimisation We began by focusing on the "money pages"—the core category pages that drive revenue. Through deep-dive keyword research, we re-wrote and re-optimised these pages to ensure they targeted high-intent search terms while remaining helpful to the user.
Technical & Structural Fixes A site is only as strong as its foundation. We implemented ongoing technical SEO fixes to ensure crawlability and indexability. Crucially, we addressed keyword cannibalisation issues where multiple pages were competing for the same terms, confusing search engines. We also overhauled the internal linking structure, creating clear pathways between category and product pages to distribute "link equity" more effectively.
Content & Authority Building To combat the loss of SERP real estate, we focused on building genuine topical authority. We developed an informational blog content strategy centered around key garden paving offerings. This involved:
Identifying keyword gaps and opportunities.
Generating high-value blog content ideas.
Re-optimising existing content to better match user intent.
Building relevant sub-pages to capture long-tail traffic.
Results.
The strategy delivered exceptional growth during the peak season (April – August) compared to the previous year. By fixing the technical foundations and aligning content with user intent, we didn't just recover lost ground—we propelled the brand forward.
The data highlights a massive return on investment, particularly in bottom-line growth:
107.7% increase in organic revenue
47.1% increase in organic sessions
49% increase in non-branded organic traffic
Our collaboration successfully reversed the downward trend, securing Westminster Stone’s position as a market leader despite the challenges of AI-driven search results and aggressive competitor activity.
The Solution
To turn the tide, we deployed a robust, multi-faceted SEO strategy focused on technical health, content relevance, and site architecture.
Core Category Optimisation We began by focusing on the "money pages"—the core category pages that drive revenue. Through deep-dive keyword research, we re-wrote and re-optimised these pages to ensure they targeted high-intent search terms while remaining helpful to the user.
Technical & Structural Fixes A site is only as strong as its foundation. We implemented ongoing technical SEO fixes to ensure crawlability and indexability. Crucially, we addressed keyword cannibalisation issues where multiple pages were competing for the same terms, confusing search engines. We also overhauled the internal linking structure, creating clear pathways between category and product pages to distribute "link equity" more effectively.
Content & Authority Building To combat the loss of SERP real estate, we focused on building genuine topical authority. We developed an informational blog content strategy centered around key garden paving offerings. This involved:
Identifying keyword gaps and opportunities.
Generating high-value blog content ideas.
Re-optimising existing content to better match user intent.
Building relevant sub-pages to capture long-tail traffic.
Results.
The strategy delivered exceptional growth during the peak season (April – August) compared to the previous year. By fixing the technical foundations and aligning content with user intent, we didn't just recover lost ground—we propelled the brand forward.
The data highlights a massive return on investment, particularly in bottom-line growth:
107.7% increase in organic revenue
47.1% increase in organic sessions
49% increase in non-branded organic traffic
Our collaboration successfully reversed the downward trend, securing Westminster Stone’s position as a market leader despite the challenges of AI-driven search results and aggressive competitor activity.
0%
0%
increase in organic revenue
0%
0%
increase in organic sessions
0%
0%
increase in non-branded organic traffic
0%
0%
increase in organic revenue
0%
0%
increase in organic sessions
0%
0%
increase in non-branded organic traffic