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We set the goal of increasing organic traffic to the site by +50% YoY, and to get them consistently ranking on page 1 for one particular core commercial keyword.\u003C\u002Fp>\n","4",[],{"acf_fc_layout":475,"reduced":271,"top_overlap":467,"bottom_underlap":467,"disable_observer":-1,"style":-1,"layout":-1,"size":476,"container":477,"gutter":-1,"left_gutter":478,"position":32,"image":479,"image_width":67,"image_height":68,"alt":480},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FnBRoGO9B-Dino-Decking.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","Dino-Decking",{"acf_fc_layout":465,"reduced":271,"top_overlap":467,"bottom_underlap":467,"disable_observer":-1,"style":482,"layout":483,"heading":484,"intro":485,"cta_text":32,"cta_link":32,"columns":472,"show_steps":86,"grid_items":486},"blue_background","content_grid","The strategy","\u003Cp>The plan was simple. To assess where Dino Decking’s website ranked in search, we created targeted optimisations in priority areas and focused on user-first content that matters to their target audience.\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">We began by ensuring that our data measurement was as accurate as possible. A GA4 audit was conducted by our Solutions team, who identified inflated session data incorrectly allocated through Bing. This was essential to fix so we could measure the impact of our changes.\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">We started with a detailed content audit to track the site’s current performance, identify key gaps and prioritise key focus areas and pages that will have the most commercial impact.\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">With this information, we were able to optimise URLs, hyperfocusing on pages that were ‘on the cusp’ of ranking well in search and had the most revenue potential. The prioritisation of commercial keywords allowed us to showcase the monumental impact that good content can have on results.\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Once we had optimised the key pages, we switched to a pillar-cluster approach, focusing on the product they wanted to rank for. We reviewed informational content, internal linking and collaborated with Digital PR to gain reputable links to the landing page to bolster the performance of this cluster.\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">As the cluster grew stronger, we provided recommendations on how to increase the Expertise and Authority of the site to build trust with customers (E-E-A-T).\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Throughout this strategy, we also conducted a detailed technical audit of the site using Sitebulb to allow us to provide guidance on any previous issues, ensuring that there were no blockers holding the site back from a performance perspective.\u003C\u002Fli>\n\u003C\u002Ful>\n",[],{"acf_fc_layout":488,"reduced":271,"top_overlap":467,"bottom_underlap":466,"disable_observer":-1,"heading":489,"intro":490,"columns":491,"style":24,"layout":492,"grid_items":493},"linked_content_grid","The results","\u003Cp>We’ve chosen to compare May YoY since this is the month of their peak season. All work over the previous months aimed to achieve as much success as possible during Dino’s peak seasonal period.\u003C\u002Fp>\n","3","left-margin",[494,497,500,503,505],{"title":495,"content":496,"link":32},"+206%","\u003Cp>Increase in clicks (May YoY)\u003C\u002Fp>\n",{"title":498,"content":499,"link":32},"+74%","\u003Cp>Increase in conversions (May YoY)\u003C\u002Fp>\n",{"title":501,"content":502,"link":32},"+114%","\u003Cp>We exceeded our forecast by +114% (May YoY)\u003C\u002Fp>\n",{"title":461,"content":504,"link":32},"\u003Cp>Increased referring domains to product pages by 101%\u003C\u002Fp>\n",{"title":506,"content":507,"link":32},"#2","\u003Cp>#2 keyword ranking for target keyword \u003C\u002Fp>\n",{"acf_fc_layout":509,"reduced":271,"top_overlap":466,"bottom_underlap":467,"disable_observer":-1,"style":510,"layout":492,"testimonials":511},"testimonials","light",[512],{"quote":513,"logo":514,"logo_width":47,"logo_height":47,"author":515,"byline":516},"\u003Cp>With Impression’s support, Dino Decking is now achieving stronger online results than many other established competitors. For any business seeking a proactive, strategic, and genuinely invested digital agency, Impression comes highly recommended.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FDino-Decking-Profile.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Richard King","Co-founder and Co-Director of Dino Decking",{"acf_fc_layout":518,"reduced":271,"top_overlap":467,"bottom_underlap":467,"disable_observer":-1,"heading":519,"layout":520,"cta_text":521,"style":510,"featured_post":-1,"posts":522},"blogs_module","SEO blogs","full-width","Read all articles",[523,537,547],{"title":524,"excerpt":525,"to":526,"postedAt":527,"readingTime":528,"image":529,"authors":530,"category":534},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[531],{"name":532,"image":533},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":535,"name":536},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"title":538,"excerpt":539,"to":540,"postedAt":541,"readingTime":528,"image":542,"authors":543,"category":545},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[544],{"name":532,"image":533},{"to":546,"name":275},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"title":548,"excerpt":549,"to":550,"postedAt":551,"readingTime":528,"image":552,"authors":553,"category":555},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[554],{"name":532,"image":533},{"to":535,"name":536},{"acf_fc_layout":14,"reduced":271,"top_overlap":467,"bottom_underlap":466,"disable_observer":-1,"heading":557,"cta_text":558,"cta_link":559,"case_studies":560},"More SEO case studies","See our work","\u002Four-work\u002F",[561,575,588],{"id":562,"title":563,"industries":564,"services":567,"clientName":568,"clientLogo":569,"clientLogoWidth":49,"clientLogoHeight":570,"colour":571,"fontColour":24,"image":572,"imageWidth":52,"imageHeight":573,"to":574},32905,"Strategic migration approach increases revenue by 50%",[565,566],"Automotive","Retail",[275],"Alloy Wheels Direct","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002FAWD_Logo.svg",40,"#e0e7ee","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002FAlloy-Wheels-Direct.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",458,"\u002Four-work\u002Falloy-wheels-direct\u002F",{"id":576,"title":577,"industries":578,"services":579,"clientName":582,"clientLogo":583,"clientLogoWidth":49,"clientLogoHeight":584,"colour":585,"fontColour":510,"image":586,"imageWidth":52,"imageHeight":573,"to":587},31088,"Winter strategy achieves 24% increase in off-peak revenue",[566],[93,580,275,581],"Paid Media","Strategy","Gazeboshop","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F12\u002FGazeboshop-Logo.svg",63,"#2d428e","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F12\u002FGazeboshop-Strategy.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fgazeboshop-strategy\u002F",{"id":589,"title":590,"industries":591,"services":594,"clientName":595,"clientLogo":596,"clientLogoWidth":49,"clientLogoHeight":597,"colour":571,"fontColour":24,"image":598,"imageWidth":52,"imageHeight":573,"to":599},28939,"SaaS brand unlocks 32% traffic increase and award shortlist ",[592,593],"SaaS","Technology",[275],"The Access Group","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Faccess-group.svg",46,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FThe-Access-Group.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fthe-access-group\u002F",{"acf_fc_layout":601,"reduced":271,"top_overlap":466,"bottom_underlap":466,"disable_observer":-1,"heading":602,"title":603,"intro":604},"form_cta","Find out what we can do for your business","Talk to an expert","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"ID":606,"id":606,"title":480,"filename":607,"filesize":608,"url":609,"link":610,"alt":32,"author":33,"description":32,"caption":32,"name":611,"status":35,"uploaded_to":36,"date":612,"modified":612,"menu_order":38,"mime_type":613,"type":40,"subtype":614,"icon":42,"width":615,"height":616,"sizes":617},34237,"Dino-Decking.png",438515,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FDino-Decking.png?auto=compress%2Cformat&q=90","\u002Four-work\u002Fdino-decking-seo\u002Fdino-decking-2\u002F","dino-decking-2","2025-08-14 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