Jackson Woodturners

Reigniting a Stagnant Campaign for a Local Family Business

About the Campaign

Jackson Woodturners joined Wildcat in July 2023 for both SEO and PPC. They joined us from another agency after traffic and keyword losses, and low organic sales. They simply weren’t keeping up with the competition and wanted to turn things around. 

On the PPC side of things, before joining Wildcat, their performance had stagnated somewhat and was heavily focused on branded keywords, despite little competition in the sector. 

What we did

- Content Optimisations
- EEAT
- PR
- Performance Max Campaigns
- Product Feed Optimisation
- Implementing Non-Branded Keywords
- Building an Active Relationship

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.

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. We also pulled out consumer-tier products that could be sold to non-tradesmen to capitalise a little more on their saleability.

Product Feed Optimisation

We worked on improving their product feed to include additional ranking and targeting features including longer product titles, additional descriptions, better and more granular categories and types, more comprehensive attributes and Gtins. 

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, and higher value items like handrails.

Building an Active Relationship

Wildcat Digital worked to have an active relationship with Jackson Woodturners and the other agencies involved in developing their overall marketing.

We worked professionally alongside a web development agency and social media marketers to align our strategies. The strategies included a content and video plan which were to be published at similar times, while also working with a web development agency to improve the website’s front-facing issues.

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. We would also discuss new products and services with Jackson Woodturners and how we could utilise these for future KPIs.

PR

We conducted desk research and link audits to compare media coverage and the backlink profile of key competitors. We needed to create a strategy that would gain quality media placements with links to the Jackson Woodturner domain – focusing on quality over quantity. 

We found that there were opportunities to leverage articles from the advice centre, showcase in-house and partner staircase experts, strengthen the site’s expertise, feeding into EEAT signals to Google. We also created a calendar, using key moments such as Spring DIY season and Christmas home upgrades – sharing relevant content to piggyback on conversations already happening within the press. 

We wanted to reach both trade and consumer customers, including joiners, homebuilders, renovators and homeowners. Highlighting Jackson’s  “trade prices for all”. To do this, we used a combination of  people, expertise and trend-led stories. For example,

  • Interviews with Jackson Woodturners’ family members
  • Trend stories – showcasing popular products e.g. matt black stair parts, 2024 and spring DIY upgrades
  • Practical advice stories – staircase damage, home value and spindle measurement

Results

In less than 12 months, Wildcat Digital has achieved:

  • 110% increase in top 3 keyword rankings since July 2023
  • Q3 2023 – Q1 2024 saw a 71% increase in non-brand revenue (14.5% branded)
  • Q3 2023 – Q1 2024  saw a 40% increase in non-branded ROAS
  • Q3 2023 – Q1 2024  saw a 29.4% increase in conversion rate
  • PR – 8 media placements live across regional, home interiors, trade and property press with an average DA of 42
  • PR – 89% of coverage includes links

Testimonials

Wildcat are a professional team who worked hard to understand our sector and goals.

Katie Bell
Katie Bell Physiotherapy

Thanks so much to Will, Molly & Beth from Wildcat who provide such attention to detail on their work. It's a pleasure to work with you all!

Chantelle Whitham
NEBRC

We have worked with Wildcat for a few years now and the service they provide is second to none. Wouldn't hesitate to recommend Wildcat Digital to anyone.

Garry Turley
Hi-Point Access

Will and the team are incredible at what they do, trustworthy and diligent. SEO and Digital support done well is hard to find.

Tom Bell
DrinkWell

I could not recommend them highly enough. The whole team go above and beyond and have helped deliver significant value to our brand.

Paul Adams
Knutsford Vets

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.