Case Study forRackzone.iethrough SEO & Marketing
Strategic SEO that drives traffic, increases rankings, and grows revenue for ambitious e‑commerce brands.
Project Overview
RackZone
Client: RackZone is a leading Irish supplier of storage, shelving, racking, and workspace equipment, catering primarily to B2B clients in industrial, warehousing, and retail sectors. Their Shopify store sells a wide range of high-value, specification-heavy products.
Primary Goal:
To establish RackZone as the dominant online destination for storage and industrial equipment in Ireland. The strategy focused on capturing high-value commercial intent from businesses, driving both direct online sales and qualified leads for large B2B quotations.
Our Approach:
We implemented a technical and commercial SEO strategy designed for a B2B audience with complex needs. The focus was on deep technical optimization of category and product pages, combined with content that addresses the specific challenges of their clients in logistics, retail, and industrial operations.
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 SEO & Site Architecture Audit:
Restructured and optimized a complex category tree (e.g., Pallet Racking, Shelving, Lockers) to improve crawl efficiency, user navigation, and topical authority for each product cluster.
Commercial Keyword Optimization for B2B Intent:
Mapped and targeted high-value keywords with strong commercial intent (industrial shelving Ireland, buy pallet racking, warehouse storage solutions), focusing on precise product specifications and durability features.
Project-Based Content & Solution Guides:
Created comprehensive solution hub content targeting project-based queries (e.g., warehouse layout planning, retail stockroom ideas, mezzanine floor storage) to capture clients at the research phase.
Local SEO for Irish Market Dominance:
Implemented a hyper-localized strategy with Irish NAP citations, local business schema markup, and content optimized for Ireland and regional-specific searches to own the local market.
B2B Link Building & Industry Authority:
Secured strategic backlinks from Irish business directories, construction industry resources, logistics blogs, and supplier networks to build regional authority and trust.
Challenges
High-Value, Considered Purchases:
Products often represent significant investment decisions made by committees over time. SEO needed to support a long nurturing process, providing the technical details and trust signals required for major B2B purchases.
Intense Local & International Competition:
Competing against large UK and European retailers targeting the Irish market required a strategy that emphasized local presence, expertise, and service (e.g., Irish-based, local delivery) as a key differentiator.
Complex Product Attributes:
Products are defined by detailed specifications (load capacity, dimensions, safety standards). Effectively communicating this for SEO and user experience was critical.
Balancing E-commerce and Lead Generation:
The site needed to cater to SMEs ready to buy online directly and larger enterprises requiring a custom quote, requiring clear pathways for both conversion goals.
Results & Impact
Our targeted B2B technical SEO strategy solidified RackZone position as Ireland leading online supplier, driving significant revenue growth.
+192% Increase in Organic Traffic from Commercial Keywords:
Achieved sustained growth focused on users with clear project and purchase intent.
#1 Ranking for 50+ Core Irish Commercial Terms:
Dominated first-page results for essential keywords like pallet racking ireland, industrial shelving dublin, storage racks, and lockers ireland.
40% Increase in Qualified Quote Requests:
The project-based content and technical product details successfully captured larger B2B opportunities, leading to a substantial increase in high-value lead generation.
25% of Total Online Revenue from Organic Channel:
Organic search became a primary sales driver, directly contributing to revenue and demonstrating a strong ROI on SEO activities.
Established as an Irish Industry Authority:
Earned recognition and backlinks from key Irish industry bodies and business resources, significantly increasing regional domain authority and becoming the trusted voice for storage solutions in Ireland.