SEO for Sheds and Wooden Garden Buildings (Pheasant & Co)

SEO Project For: Pheasant & Co

Pheasant & Co are an innovative manufacturer of timber garden structures based in Buckinghamshire, UK.  They offer a wide range of high quality wooden garden items made from either solid oak or treated softwood timber, including their unique modern pergola design The Cube.

The Brief

In 2021 Pheasant and Co approached us to use our SEO services to take their online sales from their webshop to the next level.  They had proved great success during the Covid-19 lockdowns of 2020 and 2021 with their high quality and stylish range of wooden gazebos, pergolas, and sheds, but had relied mainly on promotion through platforms such as Ebay and Gumtree to achieve market exposure and sales.  We agreed a WordPress rebuild of their dated website theme was needed.  We also agreed to a massive overhaul of ecommerce product names and category structures, so that these aligned with high volume search terms, giving them a much better chance of ranking for these on Google and Bing search.  They also enlisted our PPC services to overhaul their Google Ads campaigns.

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A Results-Focused Campaign

We agreed a comprehensive and ambitious set of success milestones with the client, starting with keyword rankings for competitive search terms, through to traffic, and last but not least, tangible increases in online sales.  The website structure overhaul, WordPress rebuild, and comprehensive re-writing of content including product names and category descriptions had extremely rapid results from month 1 onwards, allowing the client to garner large number of additional new website sales during the summers of 2022 and 2023, against a backdrop of increasing online competition and a general reduction in the demand garden accessories, down from the artificially high levels seen post-covid.

Rapid Google Ranking Increases

We set goals for 2022 to increase the number of page 1 ranking keywords from 17 in January to 60 in December.  We came 2 short of the target, at 58, but the client was pleased with the 41 new page-1 rankings gained, including high-volume short-tail keywords with over 1000/month searches in the UK.

PPC Management Services

We refined the client’s existing simple Google Ads campaigns, conducting A/B testing, adjusting bids and keywords, and trialling new types of ads.  We incorporated an automated smart shopping campaign fed by a Google Merchant Centre feed from the website’s ecommerce via a WooCommerce Plugin.  We also managed an effective PPC retargeting campaign, using reminders in the form of banner ads, to keep the Pheasant brand front-of-mind for a target audience of people who visited the website but failed to purchase on their first visit.  We also set up a sync from Google Ads to Bing Ads, to ensure that our ad optimisations on Google PPC were copied over to the Bing PPC campaigns automatically once a week.
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Brand Recognition

Taking advantage of the huge search volumes on Ebay and Gumtree for wooden garden structures, we advised the client to fine-tune their listings on these platforms to say things like “Genuine Pheasant and Co Item” and “As seen on the Pheasant and Co website”.  These platforms do not allow you to link to your own website, however, by using wording like these on the ads, we encouraged people to search for things like “pheasant and co pergola” etc.  When Google sees branded search terms (searches for the company name), they assume the company is popular and boost it’s ranking on the SERPs – many believe branded searches are more powerful than backlinks for boosting your SEO (see this Search Engine Article or our own article on backlinks).

How Much Does SEO For Sheds and Garden Buildings Cost?

Prices can start at around £350 per month for a simple SEO-only campaign, but prices upwards of £850 per month are more typical, and a complex search marketing campaign involving a blend of paid search advertising, content writing, and SEO is likely to cost between £5000 and £10,000 per month for a typical UK-based shed manufacturer. Due to high levels of online competition and large search volumes across a huge range of keywords, under-investing in search marketing for garden shed manufacturers is not advised unless you have an extremely niche focus.  If you want to rank for say “3×2 frame tanalised garden sheds” you will not need to spend more than £350/month to achieve top rankings on Google, but if you want to rank within the top 3 on Google for more competitive search terms such as “garden sheds uk” and “garden sheds for sale” etc, you will need to spend in excess of £1000/month, to allow for an extensive content creation, in-depth technical SEO, and ethical work on backlinks. Every garden sheds and buildings company is different, so the initial step is usually to do an in-depth search marketing audit to help create a strategy that we can then put a price to. If you would like to speak to someone about your SEO and PPC needs, please contact us today, and we’ll be glad to help!

Author

  • Daniel Noakes

    Founder and Visionary of UClimb Ltd In the dynamic world of digital marketing, Daniel Noakes stands out as a beacon of innovation and integrity. As the founder of UClimb Ltd in 2019, Daniel has carved a niche in the SEO industry, driven by a mission to provide results-focused services. His journey into the realm of SEO was catalysed by firsthand experiences with the darker aspects of the field, including black hat SEO tactics and agencies that failed to deliver true value. These challenges, faced in his previous business endeavours, ignited a passion in Daniel to redefine the SEO landscape. Daniel's foray into in-house SEO was not just a choice but a necessity, leading him to uncover and refine the unique methodology that now forms the backbone of UClimb's core services. Under his guidance, UClimb has evolved from a mere SEO service provider into a holistic digital marketing agency. His visionary approach ensures that website creation and design are not just aesthetic pursuits but are intrinsically woven with SEO principles from the ground up. Daniel's LinkedIn Profile: https://uk.linkedin.com/in/danielnoakes1 As a leader, Daniel is committed to transparency and efficacy, qualities that are the cornerstone of UClimb Ltd. His expertise and dedication are not just about leading a successful agency; they are about elevating the standards of the SEO industry and delivering unparalleled value to clients.

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