Driving the Organic Growth for Smartersurfaces.co.uk A Case Study in Competing with Industry Giants Author: SEO executive and strategist Ketan Shinde Results-Driven SEO & Marketing Specialist Linkedin.com/in/ketan112/ https://ketanshinde.com/ https://brandcanvas.in/

1. Author: SEO executive and strategist
Ketan Shinde
Results-Driven SEO & Marketing Specialist
Linkedin.com/in/ketan112/
Driving the Organic Growth for
Smartersurfaces.co.uk
A Case Study in Competing with Industry Giants

2. Company Background
Smarter Surfaces specializes in creating functional and interactive surfaces for education &
business environments. The company's product range includes magnetic, whiteboard and
projector functionality paints. Although Smarter Surfaces had a superior product line, they
struggled to stand out in the market due to fierce competition from industry giants.
The Challenge : Competing with Major Players
Competing with well-established players like Amazon and Remarkable Coatings presented
several problems for Smarter Surfaces.
Company Type: B2B E-commerce | Target Audience: Businesses, Schools & Universities.

3. The Problems
Brand Recognition Dominance Customer Base
Compared to the industry
giants, Smarter Surfaces had
limited brand awareness and
recognition among
consumers, making it difficult
to attract organic traffic.
Amazon, being an
e-commerce behemoth,
dominated the search engine
results pages (SERPs), making
it challenging for Smarter
Surfaces to achieve visibility
and compete for relevant
keywords.
Remarkable Coatings and
other brands had a loyal
customer base built over years
of operation, making it harder
for Smarter Surfaces to
penetrate the market and
attract new customers.
Knowing the problems an SEO strategy was implemented.

4. The SEO Strategy
Refined Web Pages : Website Technical Issues & OnPage Optimisation
Started with thorough website audit to identify and address technical issues that could hinder
search engine visibility. The audit revealed issues such as broken links, duplicate content, and
slow page loading times. These issues were promptly fixed, including mobile responsiveness,
and URL structure. Ensuring a solid foundation for further optimization efforts.
The website's on-page elements, including meta tags, headers, media alt tags and content
were optimized to ensure keyword relevance and improve the overall user experience.

5. Image SEO Optimization : Utilizing Image Metadata
Image SEO optimization was undertaken. This involved writing EXIF data, including
geo-coordinates and relevant keywords, for each image on the website. By providing detailed
information within the images, search engines were able to understand their relevance and
context, leading to improved rankings in searches.
Keyword Research: Balancing Volume and Competition
keyword research was conducted to identify high-value keywords with reasonable search
volumes and lower competition. This enabled Smarter Surfaces to target niche-specific
keywords and establish a stronger online presence.

6. Content Enhancement: Blogs, Product Guides, and Case Studies
Regular blogging was implemented as a part of content marketing efforts. By publishing
high-quality and informative blog posts on a consistent basis, the website aimed to attract
organic traffic and establish thought leadership in the industry.
Additionally, product guides and case studies were created to provide valuable insights and
establish credibility among potential customers. Targeting long-tail keywords in the content
allowed for a more targeted approach & helped capture specific niche markets.
The avg. Keyword difficulty score for the keywords ranged from 15 - 27

7. Link building: Leveraging Link Exchanges & Reclaiming Backlinks
Reaching out to industry sources & clients, we initiated link exchanges for mutual benefit.
Additionally, we reclaimed unmentioned backlinks, increasing our website's authority &
credibility. These efforts improved search rankings, drove targeted referral traffic, and
fostered valuable partnerships. By focusing on quality backlinks, we solidified our position as
a trusted industry resource.
Achieving Satisfactory Results: An SEO Success Story
In just months, our comprehensive SEO strategy yielded highly satisfactory results. With a
focus on optimization techniques, we achieved improved search rankings, increased organic
traffic, and established ourselves as a trusted industry leader. These outcomes validate the
effectiveness of our approach and set the stage for continued success.

8. The Result
DA Growth - From 5 to 19
An Increase in Domain Authority Score.
Traffic Growth: 17.6K to 21.8K Users
A 23% Increase in website traffic from
Aug - Dec 2023 to first half of 2022

9. Total Clicks Growth: Feb-April 2022
(2.5K) to Jun - Aug 2022 (4.5K)
A 80% Increase in Total Clicks
Total Impressions Growth: Feb-April
2022 (142.2K) to Jun - Aug 2022
(243.9K)
A 71.7% Increase in Total Impressions
Avg. CTR Growth: Feb-April 2022
(1.72%) to Jun - Aug 2022 (1.83%)
A 6.4% Increase in Avg. Click-Through
Rate

10. Conclusion
With a team consisting of one SEO executive and one content writer, Smarter Surfaces effectively
overcame the challenges posed by major competitors like Amazon and Remarkable Coatings. The
implementation of a comprehensive SEO strategy, including keyword research, on-page optimization,
content marketing, technical SEO improvements, and local SEO optimization, led to significant
organic growth for Smarter Surfaces.
● Smartersurfaces.com
● Smartersurfaces.com.au
● Smartersurfaces.ca
● Smartersurfaces.ph
● Smartersurfaces.sg
● Smartersurfaces.ie
The core strategy was also implemented across following Smarter Surfaces domains