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Fire Seals Direct

22% increase in organic revenue

Fire Seals Direct is a family-owned ecommerce brand, supplying specialist fire safety and intumescent products for over 40+ years.

  • DARK_UKSA_Best-Use-of-Search-Retail-Ecommerce-SEO-Large-2022

The Challenge

Fire Seals Direct lost valuable content across key website pages following a site migration. As a result of this, the site’s organic growth began to stagnate. Impression was approached to restore not only to restore organic visibility but also to help drive their reputation as fire-stopping experts.

Across a 12-month period, we set out to achieve to following objectives, ensuring channel-specific goals fed into the broader business goal:

Wider business objective

  • Contribute to a 20% increase in total revenue YoY

How this translated into marketing objectives:

  • Increase organic sessions by 50% YoY
  • Increase organic tracked revenue by 15% YoY
  • Increase keyword ranking in positions 1-3 by 100% YoY

The Strategy

We reinstated the lost content and prioritised it based on a range of criteria, ensuring the content created reinforced FireSealDirect’s USPs and brand positioning.

We came up with a relevant, solution-focused strategy that helped drive awareness to the target audience, as well as working on technical SEO elements.

The Results

Over 12 months, we achieved impressive results YoY and have been instrumental in the client’s website growth. We’ve built a high level of trust with our client, working as an extension of their internal team. Our approach has reinstated organic search as a sustainable source of traffic and supported FireSealsDirect’s business objectives.


increase in organic sessions YoY


increase in organic tracked revenue YoY


increase in position 1-3 keywords


increase in page 1 keywords

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