The Brick Tile Co.
The Brick Tile Company operates in a highly competitive space. Rising competition and increasing paid media costs meant relying on a single keyword was no longer a sustainable growth strategy. Our objective was to transform organic search into the company's highest-performing acquisition channel through measurable commercial growth.
Industry
E-Commerce / Home & Lifestyle
Company Size
Less than 50 Employees
Timeline
12 Months
Building Organic, Brick by Brick: £500k Growth YoY
The Challenge
Customers increasingly discover home improvement brands beyond Google. Our strategy required combining traditional search, AI search readiness, visual search and editorial coverage, to effectively broaden the brand's organic visibility across the entire customer journey.
While the site was attracting some organic traffic, the conversion rate from these visitors was lower than desired. This indicated a disconnect between user intent and the on-site experience provided. The campaign presented four key challenges: 1. Reducing reliance on one dominant keyword: "brick slips". We diversified visibility across room, colour, style, and application searches, minimising dependence on a single commercial term. 2. Resolving keyword cannibalisation. We redefined landing page purposes and restructured the information architecture to stop the homepage, category pages, and blog content from competing. 3. Delivering through a lean client team. Supporting a single internal marketing lead, we provided prioritised roadmaps and step-by-step guidance to ensure efficient implementation with limited resources. 4. Building authority at pace. Managing reactive Digital PR end-to-end within 24–48 hours enabled rapid client approval and secured coverage in major national publications.
The Solution
We implemented an SEO strategy that included conducting a thorough SEO audit and executing a follow-up project based on audit findings.
Website hierarchy - Consolidating all broader "brick slips" FAQs and educational content onto the homepage, establishing a clear authority page. - Repositioning /collections/brick-slips as "Our Full Range", allowing it to focus on merchandising rather than competing for the flagship keyword. - Creating dedicated commercial collections around rooms, colours, styles and applications. - Strengthening internal linking and page hierarchy to reinforce topical authority. Intent-led Organic Growth - High-performing blog content targeting commercial searches was expanded and repurposed into collection pages, ensuring customers landed directly on pages designed to convert instead of informational articles. - Buying guides, FAQs and educational content were retained but strategically repositioned to support commercial pages rather than compete with them. - Expanded visibility through Pinterest, recognising visual search as an important discovery channel for home renovation. Technical - Resolving keyword cannibalisation. - Structured data enhancements. - Shopify crawl and indexation improvements. - Internal linking optimisation. - Continuous technical auditing and prioritisation. - Optimising content structure for AI-powered search and discovery. Ecommerce UX & CRO - Quantity calculator with accessory recommendations. - Interactive room visualiser to demo potential products. - Installation guides and videos. - Before-and-after project galleries. - Rich imagery integrated throughout the customer journey. Brick slips are a high-consideration purchase, reducing purchase anxiety was critical. With technical foundations established, the campaign expanded into Digital PR. Activities included reactive expert commentary, proactive media outreach and proprietary research campaigns. Within the first three months, coverage was secured across high-authority and niche-relevant sites such as House Beautiful, Yahoo Style UK and Homebuilding & Renovating.
The Results
Every commercial objective was achieved or exceeded during the engagement. Organic search generated more than double the revenue of paid search. FY25/26 reported a revenue increase of £500,000 versus FY24/25.
+285.7% Organic revenue
+120.3% First-time purchasers
Organic conversion rate increased from 1.14% to 2.23%.
"Brick slips" improved from Position 9 to Position 2.
Coverage: House Beautiful, Yahoo Style UK and Homebuilding & Renovating.
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"Kevin and the team have been exceptional from the start, understanding what our key issues are, finding the quick wins and identifying the areas that we can start longer-term improvements moving forward. They identified the data for measurement and reported back with excellent results, which we could also see in our own baselines through extra business. We are continuing to work together on those longer-term improvements where we're already seeing some great results!"
Joe Burton
Brand Director
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