Case Study forSngbarratt.comthrough SEO & Marketing
Strategic SEO that drives traffic, increases rankings, and grows revenue for ambitious e‑commerce brands.
Project Overview
SNG Barratt UK
Client: SNG Barratt is a leading UK-based manufacturer and supplier of high-quality architectural ironmongery, catering primarily to architects, contractors, and specifiers in the construction industry (B2B). Their products are premium, and their sales cycle is complex and relationship-driven.
Primary Goal:
To position SNG Barratt as the foremost technical authority in architectural ironmongery online. The primary objective was not direct e-commerce sales but generating high-intent, qualified leads for their specialist sales team by ranking for complex, technical search terms.
Our Approach:
We implemented a technical and authority-focused SEO strategy designed for a B2B audience. This moved beyond basic product SEO to deep technical content optimization, ensuring the site served as an indispensable resource for industry professionals during the specification phase of construction projects.
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 Structure Audit:
Conducted a deep dive into site architecture to ensure logical categorization of complex product lines (e.g., door handles, locks, door closers) for both user experience and crawl efficiency.
Technical Content & Specification Sheet SEO:
Optimized a vast library of product specification sheets, CAD drawings, and technical data documents to rank for highly specific product model numbers and industry-standard terms (e.g., EN 1154 compliant door closers, Grade 13 mortice lock).
Authority-Building Content Strategy:
Developed comprehensive guides, whitepapers, and blog content focused on British standards (e.g., BS 8300), fire regulation compliance, and accessibility guidelines – key research topics for their target audience of architects and specifiers.
B2B Link Building & Digital PR:
Secured placements and backlinks from industry-specific directories, architectural blogs, construction resource hubs, and trade association websites to build domain authority in a highly specialized niche.
Local SEO for Trade Professionals:
Optimized Google Business Profile and local citations to capture architectural ironmongery london and similar geo-specific commercial intent queries.
Challenges
Highly Technical Audience:
The target users are experts (architects, specifiers) searching for precise technical information. Content needed to demonstrate deep product knowledge and compliance expertise to be deemed valuable and trustworthy.
Long and Complex Sales Cycle:
A website visitor might be researching for a project that will not be tendered for another 18 months. The SEO strategy had to focus on top-of-funnel education and lead capture, not immediate conversion.
Niche, Low-Volume Keywords:
The most valuable keywords (e.g., specific product standards) have very low search volume but extremely high intent. The strategy required prioritizing relevance and intent over volume.
Brand vs. Non-Brand Awareness:
While a respected brand in the industry, the goal was to attract professionals searching for solutions, not just those already looking for the SNG Barratt brand name.
Results & Impact
Our targeted B2B SEO strategy successfully established SNG Barratt as a digital authority, directly contributing to their sales pipeline.
+245% Increase in Organic Traffic from Commercial Intent Keywords:
Traffic growth was strategically focused on users with clear project-based intent, not general visitors.
Dominant Rankings for Technical Specification Terms:
Achieved page #1 rankings for over 300+ highly specific technical keywords and product model numbers, becoming the go-to resource for professionals seeking technical data.
55% Increase in Qualified Lead Generation:
Implemented and tracked downloads of technical brochures, requests for specification sheets, and contact form submissions, showing a direct correlation between SEO efforts and sales-ready leads.
Authority Backlink Profile Growth:
Earned strategic links from 40+ authoritative .ac.uk (educational), .org (association), and industry-specific domains, increasing domain authority and trust signals.
Recognition as a Digital Resource:
The site became frequently used and bookmarked by trade professionals for its reliable technical information, fostering brand loyalty and repeat traffic.