Jackson Woodturners

Reigniting Organic Performance in the Home Improvement Space

About the Campaign

Jackson Woodturners joined Wildcat in July 2023 for both SEO and PPC. After being with another agency for a long period of time, they’d began to notice a steady decline in keyword rankings, organic traffic and overall PPC performance. We were tasked with breathing new energy into the campaign and turning things around.

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What we did

SEO
Google Ads & Bing Ads
Digital PR

Completed

Ongoing Campaign

What We Did

Content Optimisations

We began by optimising category and product pages and added FAQs onto each page to increase keyword rankings. After almost a year, Jackson’s are now ranking for more keywords than ever, with a 110% increase in top three keywords.

EEAT Optimisations

We put a large focus on E-E-A-T when working on Jackson’s website in order to build trust and authority. We first reworked the About page to showcase their history and experience, before creating a Meet the Team page to highlight their expertise and authority in the industry.

Digital PR Strategy

Always on Digital PR has seen us gain a number of backlinks and coverage from a range of trade press and home and garden publications.

PMax Campaign

Jackson’s were previously operating a catch-all campaign focusing on products. We segmented this by product category and restructured it to allow for more granular targeting and communication. 

Product Feed Optimisation

We utilised agency software to optimise their their product feed to include additional ranking and targeting features including longer product titles, additional descriptions and better categorisation. 

Implementing Non-Branded Keywords

We optimised Jackson’s campaign to target more product terms that aren’t brand-focused and built a search-based strategy to go after key product categories such as Oak & White Primed products.

Results

In less than 12 months, Wildcat Digital achieved:

  • 110% increase in top 3 keyword rankings through SEO
  • 71% increase in non-brand revenue (14.5% branded) on PPC
  • 40% increase in non-branded ROAS on PPC
  • 29.4% increase in conversion rate

We also gained media placements across regional, home interiors, trade and property press with an average DA of 42, improving their backlink profile.

Building an Active Relationship

In addition to the great work and results, the Jackson Woodturners campaign is a testament to collaboration.

Throughout the campaign we worked seamlessly alongside other stakeholders, including Social Media and Web Development agencies.

Joint projects included website changes and video creation campaigns. In-person, quarterly meetings were held at Jackson Woodturners HQ with all agencies. This updated the client on the performance of the campaign, along with future tasks.

Jackson Woodturners

Jackson Woodturners was founded in 1910 by Alfred Jackson. They began as a woodturning business making knife handles, and transitioned into the staircase industry over the years. Now in their 4th generation, Jackson Woodturners provide the same friendly, helpful, cost-effective solutions as they always have and take pride in helping customers achieve their dream staircase.