Grew Dino Decking organic clicks 206% at peak season
A UK composite decking specialist competing with larger national brands. Technical SEO plus pillar-cluster content and digital PR beat forecasts by 114%.
A UK family-run specialist in eco-friendly composite decking
Dino Decking makes durable, low-maintenance composite decking from recycled wood and plastic. The catalog covers boards, trims, and accessories for both DIY homeowners and large projects.
The product story was strong. The digital presence wasn’t. National competitors owned the search results and the internal team didn’t have bandwidth for a real SEO program.
Weak SEO foundation heading into peak season
Bigger competitors owned page one
Neotimber and Cladco held top rankings for the highest-value composite decking queries.
No structured SEO plan
Keyword gaps, weak content targeting, and no cadence meant organic growth had stalled.
Broken analytics tracking
GA4 audits showed inaccurate data, hiding real performance and killing any ROI story.
SEO-first program timed to the seasonal demand spike
GA4 and technical SEO audit
Removed crawl and index blockers, fixed analytics inaccuracies that had been hiding real performance for months.
Commercial URL prioritization
Focused on the high-revenue product pages already on page two so they could break page one for peak season.
Pillar-cluster content strategy
Authority hubs around composite decking topics with internal linking that lifted the entire commercial set.
Digital PR and backlink building
Earned coverage on relevant home improvement publications, growing referring domains 101% YoY.
Search Console keyword expansion
Mined existing impressions for un-claimed positions and built content to capture them quickly.
Seasonal calendar alignment
Publishing and link building timed so authority compounded ahead of the spring and summer demand spike.
Peak season traffic and conversions blew past forecast
Headline: +206% YoY clicks at peak, +74% conversions, +101% referring domains.
Organic clicks grew 206% YoY at peak, adding measurable traffic during the highest-demand months.
Conversion rate rose 74%, translating traffic gains into higher sales and stronger ROI.
Program beat the initial growth forecast by 114%, cementing the SEO footprint against much larger competitors.
More cases that match this work
