Specialising in PVC wall panels and cladding, The Panel Company offers the very latest designs, imitating the look of more expensive, natural tiles or sleek looks such as sparkle and metallic finishes. The aim is to provide amateur DIY enthusiasts with an easy-to-install, convenient and cost-effective way to transform their homes, achieving a high-quality look which will stand the test of time.
With more established retailers considered to be the “go to” brands for DIY projects selling similar products, it’s safe to say that competition is stiff for The Panel Company. With no physical shops or showrooms of their own, we knew we’d have to work hard to build trust between consumers and the brand. When SEO work began, the business had recently undergone a rebrand and website migration, and we were starting with a website that did not generate a large amount of traffic, meaning we were building organic visibility from the ground up.
Our digital marketing teams devised a paid search, paid social and SEO strategy to work side by side to boost website traffic and brand awareness.
To improve The Panel Company’s Google Shopping campaigns and their structure, we optimised their shopping feed by adding missing key product attributes. In addition, we worked on improving product titles with the aim to increase product visibility. This included adding key search terms to product titles to match trends identified in user search queries. Using an ecommerce sales report in Google Analytics, we then identified The Panel Company’s best-selling products and applied custom labels.
Insights from the Google Keyword Planner, search term reports and third-party keyword tools informed our strategy for text ads, helping us to identify where there were opportunities, as well as rising search trends within the industry. Taking key findings from our research and data, we launched our ‘single keyword per strategy’ which involved building out granular ads, campaigns and keywords to cover specific product type searches.
To maximise ROI and CTR engagement, we carried out A/B testing to test different variations in ad copy and messaging. Performance-based rules on keywords were also implemented, which aligned with The Panel Company’s business ROAS objectives.
We also developed the Microsoft Advertising account, ensuring bid adjustments were optimised efficiently to conserve budget and reduce unnecessary spend.
In order to develop reach and awareness through social media, we set up a Facebook Ads and a Pinterest Ads account. Using Facebook’s audience tools and the Facebook pixel on The Panel Company’s website, we built custom audiences based on all website visitors. We then built a comprehensive strategy that incorporated the full funnel customer journey.
We began by developing a content strategy for The Panel Company, based on their product offering, keyword research and keyword gap analysis, initially posting one blog per month.
After seeing positive results, we doubled the volume of content produced in January 2023, providing unique blog content and optimising key landing pages to better communicate the brand’s USPs and target both product-focused and long-tail keywords. Since then, we’ve doubled the number of organic keywords the website ranks for, and increased the number of keywords in the top 10 positions of the SERPs by almost 50%.
As the business continues to experience significant growth, they are now looking to expand overseas, beginning with Northern Ireland and the Republic of Ireland. Our SEO team is working closely with the Panel Company team to ensure that the website is set up correctly with working geolocation tags to manage the different delivery services available and varying currencies between both countries.
The launch of the new website marks an exciting milestone for the business. Once live, our team will work on both the Irish and UK websites, providing consultancy, ongoing tactical SEO and content strategy to target the new Irish markets and put The Panel Company in the best position to fuel further international growth.
*After 12 months of taking over the account