Case Study forPaladinradiators.comthrough SEO & Marketing
Strategic SEO that drives traffic, increases rankings, and grows revenue for ambitious e‑commerce brands.
Project Overview
Paladin Radiators
Client: Paladin Radiators is a UK-based online retailer specializing in a wide range of heating solutions, including designer radiators, towel rails, and heating accessories. They operate on Shopify, targeting both trade professionals (plumbers, installers) and DIY homeowners.
Primary Goal:
To establish Paladin Radiators as a top destination for heating solutions by capturing high-intent commercial search traffic. The strategy aimed to rank for both product-specific searches and broader how-to and inspiration queries to drive online sales and generate trade leads.
Our Approach:
We implemented a dual-focus SEO strategy. This involved meticulous technical and on-page optimization for their extensive product catalogue, combined with a robust content marketing plan designed to attract customers at the top of the funnel and guide them through the purchase journey.
Why Choose Our Development Team?
Our developers have 8+ years of experience with Shopify Plus, custom app development, and enterprise e-commerce solutions. We've helped over 200+ stores scale from startup to multi-million dollar businesses. Every line of code we write is optimized for performance, security, and scalability.
Development Excellence
Custom solutions that scale with your business
Key Services Delivered:
Technical & Site Architecture Audit:
Optimized site structure for intuitive navigation by product type (e.g., Designer Radiators, Horizontal Radiators, Towel Rails), room, and style, improving user experience and crawl efficiency.
Commercial & Informational Keyword Strategy:
Targeted a blend of high-intent product keywords (vertical radiator, chrome towel rail, buy radiators online) and top-funnel informational queries (how to size a radiator, best radiator for bathroom, radiator valve types).
Visual & Inspiration-Based SEO:
Optimized visual galleries and shop by room collections to capture style and design-based search intent, leveraging image SEO and engaging content.
Project-Calculator & Interactive Content:
Developed interactive tools like a BTU calculator and size guides, which became prime targets for valuable informational links and significantly increased time on site.
Local SEO for Trade Professionals:
Optimized for local search terms like radiator suppliers near me and built citations on trade directories to attract B2B clients and professional installers.
Challenges
Dual Audience Targeting:
Effectively catering to the needs of price-and-specification-focused trade professionals alongside style-and-inspiration-seeking homeowners required a careful balance in content and keyword strategy.
High-Consideration Purchase:
Buying a radiator is a considered purchase. The SEO strategy needed to provide all necessary technical information (BTU output, dimensions) and inspiration to build confidence and reduce purchase hesitation.
Visual and Style-Driven Market:
Products are aesthetic choices. The strategy had to go beyond text-based SEO to incorporate strong visual elements, galleries, and inspirational content that could rank in image search and engage users.
Seasonal Fluctuations:
Search demand peaks during colder months. The content strategy needed to capture intent year-round by focusing on renovation projects, bathroom upgrades, and evergreen heating advice.
Results & Impact
Our comprehensive strategy successfully positioned Paladin Radiators as a trusted authority, driving sales across both customer segments.
+168% Increase in Organic Traffic:
Achieved sustained growth by capturing both commercial and informational search intent.
Top 3 Rankings for 300+ Commercial Keywords:
Secured first-page rankings for essential terms like designer radiators, horizontal radiators, towel rails, and specific product model names.
20% of All Traffic from Informational Content:
The blog and guides section became a major entry point, effectively educating users and nurturing them towards a purchase.
15% Conversion Rate from Organic Traffic:
The high-intent nature of the captured traffic and the thoroughness of the site content resulted in an excellent conversion rate.
Established as a Go-To Resource:
The interactive calculators and expert guides earned valuable backlinks from home improvement blogs and DIY resources, building strong domain authority.