Search Engine Optimisation for London Ceramics Gallery

THE CHALLENGE

This London-based gallery came to us in January 2021 after working with another SEO company for a year.

Whilst they could see the increase of traffic to their site, they could not understand why this wasn’t translating into conversions and wanted a fresh pair of eyes to look over their accounts.

Their core goals were to improve the relevance of their website traffic, increase international traffic outside of the EU (to compensate for losses of traffic post Brexit) and to increase conversion opportunities. 

The Solution

As a Digital Marketing Agency in London, we know the everyday pressure exerted by city life and tight deadlines.
We endeavour to make our digital marketing agency feel less like an agency and more like an extension of your in-house team.

Using SEM rush and a number of other softwares we took a comprehensive look at their current SEO strategy and found that they were ranking well for a number of search terms. However when we broke down these search terms and vetted them against their online offering, it became clear that the previous SEO agency has targeted high-volume keywords, however these keywords weren’t actually relevant to the products that the client was selling.

As such, whilst users was arriving on the site, they were swiftly bouncing back off (increasing the client’s bounce-rate) and were navigating to other more relevant sites. 

Not only did this result in a lack of conversions and low click-through-rate (CTR), this also meant that their domain authority score (which contributes to SEO performance) was declining, as Google’s algorithm could see that they were competing for low-relevance key words.

Our strategy was to overhaul their existing keyword groups and create new groups for each of their product / service areas. As a business with a physical address, we also took advantage of local SEO through integrating their Google My Business with their product offering.

THE RESULTS

113% increase in international Traffic

41% increase in ranked keywords

18% increase in UK traffic

17% increase in referral traffic

12% reduction in bounce rate


Despite working with this client predominantly through Covid, were still able to achieve some significant gains throughout the 6 month period of the SEO campaign. Notably, we rapidly increased their ranking for relevant keywords – including a number of ‘Top 3’ positions – which we increased by 41%. In turn, this client managed to pull ahead of a number of the competitors that we had identified for them before commencing work. 

Alongside this, we also managed to significantly increase the client’s international traffic – most notably from US users. This was particularly important for the client, who suffered setbacks from the EU market following Brexit. 

Testimonials

What client say about us

Jemima Myers of Social Chameleon provided an outstanding service to the Yoga Wellness Company. Her innovative marketing and creative social media ideas matched with her keen eye for detail and excellent organisational and planning skills ensured that our company's events and retreats ran smoothly and professionally. She worked to the highest standards, often under huge pressure and with demanding clients ensuring that their needs were met and nothing fell through the cracks. Her interpersonal skills are top class and she communicated clearly and effectively. I highly recommend Jemima Myers and Social Chameleon as a very effective and professional business.

Jennifer E Client

The team at Social Chameleon have done a fantastic job working on our digital marketing strategy across SEO, Content Marketing, Social Media and Email Marketing. They captured the tone of our business perfectly and have worked diligently and professionally with us for the last 6 months. Highly recommended.

Lloyd S Client

I worked with the whole team at Social Chameleon from web stats to full blown design concepts and found the team very easy to deal with, no big egos, things made simple and delivery of work when they said it would be. I learnt a lot from it. Stephen Sutherland

Stephen S Client

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