SEO Search Engine Marketing Case Study - TDP Limited

SEO/SEM Case Study - TDP Limited

TDP are the UK Market Leaders in fabric technology for the landscape and construction market, supplying the trade through all of the UK's leading builders' merchants.

In addition to manufacturing a range of products such as TDP 115 Professional Geotextile, FenceNet, Mortar Fleece and Garden Fleece, TDP are the official distributors for DuPont and Netlon's ranges of construction and landscape fabrics.

TDP have a range of products which can solve problems as diverse as maintaining a weed free garden, stabilising a car park, protecting mortar from frost, preventing floor screeds from cracking to covering a roof.

Although TDP have built and maintained their own website for a number of years, they were conscious that their search rankings were not as prominent as they believed they should be and, with the internet becoming an increasingly important point of reference for the users, purchasers and specifiers of TDP's products, the company were anxious to address this.

Zelst were engaged to provide Search Engine Optimisation (SEO) services in June 2008. At that time the site was only achieving a small number of visits per day, although there was, and remains, a strong seasonal bias towards the spring and early summer in TDP's business.

The objective was to ensure that TDP ranked highly for the main products and brands that the company supplied, so when customers or all important architects, surveyors and specifiers were searching for their requirements, TDP was presented prominently. It was important to ensure that the company was found through branded terms, e.g. "dupont ground grid" but also generic terms e.g. 'insulation netting' or 'landscape fabrics'.

From a base in the mid hundreds, the company is now receiving visits from a total of over 2,000 different keywords.

The site now has over 400 page 1 (top 10) rankings, over 200 top 5 positions and over 50 in number 1 position, including such terms as 'landscape fabrics' and 'mortar fleece'.

 

Netlon - A New Challenge

At the end of 2008, TDP was appointed the official distributor for the well known horticultural supplier, Netlon and its range of landscape fabrics.

As it was important that TDP were presented before Netlon's previous distributor and no work on the project could be undertaken before the deal was officially signed up, this created a challenge as it was vital the company achieved prominence right at the beginning of the arrangement, from a cold, standing start.

A Google Pay Per Click campaign was launched to ensure that TDP was immediately presented as Netlon's official distributor and, in addition, work was un

dertaken to achieve natural listings for the various brand terms.

Today the company enjoys some great rankings and search volumes from Netlon terms like netlon, netpave, netlon insulation support, netlon turfguard and over 25 targeted terms relating to Netlon and its products. The company is now seen as Netlon's main distributor.

In addition the PPC campaign still runs, but has been broadened to include some competitor terms and additional brand protection terms.

Key Benefits of the Project

The site now attracts on average of well over 125% more visits per month than at the start of the project, with visitor quality, judged by time spent on the site and pages view all increasing significantly. As these graphs demonstrate, the trend is an improving one, as our work starts to bear improved fruit, with traffic increasing by 131% in the third quarter and 167% in the last three months.

 

 

 

 

 

 

Main Highlights                      Year on Year Change

Visits                                     +130.94%

Pages/Visit                             +66.54%

Bounce Rate                           -26.70%

Avg. Time on Site                    +35.99%

 

 

 

 

 

 

 

Main Highlights                   Year on Year Change

Visits                                     +167.21%

Pages/Visit                             +78.90%

Bounce Rate                           -28.56%

Avg. Time on Site                    + 14.45%

 

Zelst is continuing to work to develop the TDP message through Search Engine marketing, increasing its prominence and reach and aims to significantly increase its traffic in the year ahead. Furthermore Zelst will help manage the transition as TDP develops its new website, which reflects its new corporate image and style. Visit the TDP website here.