TimberCraft Timbers, based in England, supplies premium specialty timbers like reclaimed oak and exotic hardwoods to builders, furniture makers, and DIY enthusiasts. Operating an eCommerce site on Adobe Commerce, the business faced stagnant growth despite quality products. With over 500 SKUs and nationwide delivery, it relied heavily on paid ads, which consumed 40% of revenue. The team sought sustainable growth via organic search to reduce costs and scale.

Organic traffic stagnated at 40% of total visits, generating just £30,000 monthly revenue amid fierce competition from generic suppliers. Keyword research revealed low rankings for high-intent terms like “bespoke timber suppliers UK” and “reclaimed wood beams”, with thin content failing to satisfy buyer needs. Site structure lacked internal linking, causing high bounce rates (55%) and poor crawlability. Adobe Commerce analytics showed cannibalisation across category pages, diluting authority.

executed a high-impact, UK-focused SEO roadmap prioritising quick wins and authority builders:

1. Technical SEO Audit & Fixes

   • Deep audit (Screaming Frog/Ahrefs): Identified needle-movers like inefficient robots.txt (blocking key /blog/ paths—optimised to allow/prioritise shop/categories).

   • Eradicated 150+ 404s (redirected to parent categories, e.g., discontinued /pine-3×1 → /softwood-beams).

   • Fixed facet navigation (Adobe Commerce layers): Canonicals on filtered URLs (/oak?size=4×2 → self-canonical), noindex on low-value params to save crawl budget.

   • Page speed overhaul: Compressed images (WebP, 70% size cut), minified JS/CSS, CDN rollout—LCP from 4.2s to 1.7s; CWV pass rate 92%.

2. Blog Content Audit & Optimisation

   • Analysed 400+ posts via GA4/GSC: Sorted by categories (e.g., oak, projects) and metrics (traffic <100 visits/yr = 60% flagged).

   • Rationalised: Deleted 120 no-performers, merged 100 duplicates (e.g., 3 oak guides → 1 pillar), updated 180 w/fresh data/internal links—organic traffic +110% from blog.​

3. Category Pages Content Strategy & Linking

   • Reworked 50+ categories/subcategories: Intent-focused copy ( /oak-beams: specs + “Best for Barn Builds” + FAQs).

   • Optimised internal links:100+ strategic anchors between categories/subs (variations: “oak beams”, “reclaimed oak timber”, “FSC oak suppliers UK”) boosted crawl depth, passed equity to converters.​

4. Page Speed Optimisation

   • Holistic push: Lazy loading products, browser caching headers, AMP for guides; GTmetrix score 98/100—mobile bounce -32%.

5. Tracking Setup

   • GA4 + GSC + Adobe Analytics: Custom events (add-to-cart from organic), UTM consistency, Search Console verification for all properties precise ROI tracking​

6. Digital PR Campaign

   • 6-month push: 100+ outreaches to UK woodworking blogs/builders’ sites; secured 65 links (DA45+ avg) via “Timber Trends 2025” study + guest posts—DA