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SELECTED CASE STUDIES

Senior SEO strategy in practice

A selection of commercial projects showing how senior SEO consultancy supports the business, the buyer journey and the decisions that move the work forward.

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No lengthy brief required. Start with the challenge you want to solve.

Senior consultant working with a business team in a strategy workshop

SEO IN CONTEXT

Results are stronger when the strategy fits the business.

The starting point changes from sector to sector. Search Equity Group looks at the audience, the commercial model and the search opportunity before agreeing what deserves attention.

SELECTED CLIENT EXAMPLES

Commercial SEO work across different industries.

Directors do not need another list of SEO tasks. They need confidence that the website, marketing activity and delivery team are moving towards the same commercial outcome.

The examples below are a selection of engagements across manufacturing, high-trust advisory, business energy and leisure. They are not a complete list of sectors or work completed. Further relevant examples can be discussed on request.

Selectedclient examples
26+websites in one national network
15+ yearssenior SEO and digital experience

SELECTED ENGAGEMENTS

What directors need the work to solve.

01 · Manufacturing: modular extensions and conservatories

Protecting regional visibility across a 26+ website installer network

Personally led SEO programme, ongoing from April 2026

Commercial objectiveProtect each regional installer’s ability to compete locally while preserving the authority of the central brand.
26+local installer websites
4core brand websites in wider scope
1.5m+installed roofs in public brand context

A major UK manufacturer operates a national installer network for a high-performance modular home extension and conservatory system. The programme connects a central product proposition with local websites competing for extension and conservatory demand in their own regions.

“We cannot allow our own local websites to compete for the same demand or dilute the central brand.”

A common director concern
See the strategic work

The commercial challenge

Each local site needed to express a genuine local identity while using shared product information, imagery and technical content. The search challenge was to protect local relevance, avoid duplication across a large spoke network and make sure important pages were technically sound, correctly indexed and mapped to real search intent.

Jessica’s strategic role

  • Full technical audit and indexation management across 26+ installer sites.
  • Page-level SEO, metadata, heading structures, internal linking and schema work delivered directly in the CMS.
  • Local geographic and entity signals to strengthen each installer site as a defensible regional result.
  • Page intent and target-keyword mapping so service URLs remain differentiated and canonical.
  • Platform coordination with internal IT and development teams, including duplicated LocalBusiness schema issues.
  • Image optimisation, site speed improvements, new-site build support and ongoing visibility monitoring.

The client name and visual brand assets are withheld while public-use approval is completed. Detailed commercial performance data remains confidential for this live programme.

02 · Specialist HMRC tax advisory

Building trust into urgent business debt advice journeys

Ongoing SEO consultancy and quality oversight

Commercial objectiveTurn high-urgency searches into clear, credible routes to advice without blurring technical, editorial or legal responsibility.
2026post-launch priority programme
High trustregulated advisory context
Cross-teamcontent, development and subject review

Tax Debts supports company directors and business owners dealing with HMRC arrears, enforcement action, winding-up petitions and related financial pressure. The website must make complex subjects easier to understand while helping the right visitor take an informed next step.

“We need to give people confidence quickly, without creating risk through rushed or unclear content.”

A common director concern
See the strategic work

The commercial challenge

Following a new website launch in April 2026, closely related tax-debt and enforcement topics needed distinct search intent, clear page roles and carefully reviewed information. The programme also required practical coordination between SEO, content, development and internal subject-matter review.

Jessica’s strategic role

  • Page-level search intent and keyword planning across specialist services and advice content.
  • Post-launch technical, information-architecture and user-experience priorities.
  • Priority content development for corporation tax arrears, personal liability notices, HMRC enforcement visits and closing a company with HMRC debt.
  • Implementation briefs and Jira coordination with the internal team, including direct CMS access as the programme progressed.
  • FAQ and answer-focused content planning for Time to Pay arrangements, winding-up petitions and negotiation with HMRC.
  • A content-review workstream to identify outdated or inconsistent information and route substantive points for specialist verification.

The engagement is ongoing. Prepared content and delivery priorities are described accurately, without implying that every planned improvement is already live or that Search Equity Group provides legal or tax advice.

03 · Business energy

Connecting acquisition spend with stronger business energy enquiries

SEO and paid-search consultancy

Commercial objectiveReduce the disconnect between paid activity, organic visibility and landing-page experience so investment can be judged on enquiry quality.
SEO + paidone joined-up acquisition view
Analyticsmeasurement and reporting focus
IT liaisontechnical delivery coordination

Switch365 operates in the business energy sector, where useful digital activity needs to connect search visibility with a website experience that helps commercial visitors understand the offer and make an enquiry.

“We are paying for traffic but do not have enough certainty about the quality of the leads it produces.”

A common director concern
See the strategic work

The commercial challenge

The work called for a joined-up view of organic search, paid search, website usability and reporting. The priority was not simply generating visits, but making sure the business could understand how digital activity supported relevant customer enquiries.

Jessica’s strategic role

  • SEO direction and practical organic-search priorities for the business energy website.
  • Paid-search activity considered alongside organic visibility and the landing-page experience.
  • Analytics and reporting to help the team understand digital performance.
  • Liaison with IT resource on technical SEO and website changes.
  • User-experience recommendations focused on clearer information and enquiry routes.

Performance figures are not used here while delivery records, dates and publishable outcomes are being consolidated. The work shown is limited to the confirmed consultancy scope.

04 · Leisure and lodge parks

Supporting high-ticket lodge buyers from first search to enquiry

Website content and search-planning work documented in July 2023

Commercial objectiveGive prospective owners enough confidence to continue a considered purchase journey long before they are ready to enquire.
July 2023documented content and planning work
Local intentGarstang and Scorton demand
Open daystours and availability journeys

Woodlands Country Park is a lodge park near Garstang with a woodland and waterside setting. The brief was to communicate the character of the park while helping prospective buyers understand the practical options and take a useful next step.

“Our website needs to sell the experience and answer practical questions, not simply list the features.”

A common director concern
See the strategic work

The commercial challenge

A considered purchase needs more than a list of features. The site had to combine location information, lodge and plot details, the atmosphere of the park and clear routes for prospective buyers to remain engaged through open days, virtual tours and future availability.

Jessica’s strategic role

  • Search and keyword planning around lodges for sale and relevant location demand including Garstang and Scorton.
  • Homepage messaging reflecting the woodland setting, nearby amenities and regional accessibility.
  • Lodge and plot content designed to communicate gardens, waterside choices and the ownership experience.
  • Owner-led virtual-tour introduction copy to bring personal involvement into the website journey.
  • Email and open-day calls to action for park news, local events, new plots and future availability.

This study reflects documented website-content and search-planning work. It does not claim wider site build, paid media, social delivery or performance results without supporting records.

THE THREAD BETWEEN THE WORK

Senior oversight when the decisions matter.

The sectors are different, but the director-level question is consistent: are we spending time and money on work that supports the commercial outcome? That is where senior SEO direction earns its place.

Search Equity Group works with existing teams, developers and specialist partners where needed, keeping commercially aware SEO direction close to the decisions that matter.

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WHEN THE NEXT DECISION MATTERS

Bring senior SEO direction to the business requirement.

If visibility, website performance or delivery accountability has become a commercial priority, share the situation and the decision in front of you. We will use that context to decide whether Search Equity Group is the right fit.

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