Let's chat

01158 242 212

Get in touch with our team

Tensar, a Division of CMC

SEO strategy delivers 289% uplift in conversions

The founder of Tensar invented geogrids in 1978, and the company remains a global leader in geosynthetics innovation today. Its design solutions ensure the safety and longevity of roads, railways, airports, and renewable energy facilities.

The Challenge

Tensar is synonymous with geogrids around the world. The brand has global reach – having supported projects in over 85 countries – but there was an opportunity to grow its online visibility in the UK market.

Impression was enlisted to help devise and execute an SEO strategy in March 2022. Challenges so far have included the successful delivery of a subdomain migration, an international SEO setup for market sites, two new product launches, and the expansion of Tensar’s content offering to enhance topical authority.

Our initial objectives centred around improving organic rankings for non-branded keywords, capturing strategically selected SERP features, and delivering more organic traffic to tensar.co.uk. The remit of our work has since expanded to include generating marketing-qualified leads.


Achieve a 100% uplift in page 1 rankings for core keywords


Increase organic sessions by 50%


Grow on-site conversions by 50%


Capture strategically significant featured snippets

The Strategy

We first proposed and implemented a subdomain migration, consolidating pre-existing authority to tensar.co.uk. Our strategy then pivoted to focus on keyword ranking growth and increasing on-site conversions.

The team immediately saw the opportunity that informational content presented for Tensar: whilst the search demand behind its specialised offering has a natural ceiling, we discovered a wealth of topics that would attract in-market audiences further up the funnel. Working closely with the UK marketing division, we accelerated content production and soon surpassed our initial targets.

Our informational content work has been complemented by a clear and consistent focus on the company’s commercial strategy. Since the start of the partnership, Impression’s optimisations have supported Tensar in achieving position 1 rankings for most of its non-branded product keywords. We have also helped to launch two new products: Tensar+ and Tensar InterAx®.

The keys to our success have been mutual trust and strong lines of communication between the account team and our contact. These qualities have led to the quick implementation of recommendations, enabling us to deliver tangible results right from the outset.

The Results

In the first year and a half, Tensar’s organic keywords in positions 1-3 have risen from 78 to 778. The equivalent PPC value of the site’s yearly organic traffic has increased from $28,584 to $303,516, whilst on-site conversions have seen an almost threefold uplift YoY.

The strength of the partnership and the brand’s confidence in our ability to deliver results has been reflected in the agreement of a long-term retainer.


Increase in position #1-3 keywords so far


Increase in organic sessions YoY


Increase in on-site conversions YoY


New featured snippets captured and counting

Related Case Studies

See our work

Integrated digital strategy achieves 600% increase in sales for new Airline



Analytics, CRO, Digital PR, Paid Media, SEO, Strategy



Read Full Case Study
Read Full Case Study

SEO strategy supports long term growth





Luxury & Beauty, Retail

Read Full Case Study
Read Full Case Study

Master jeweller unlocks £1m in revenue



Digital PR, SEO


Fashion, Luxury & Beauty

Read Full Case Study
Read Full Case Study

Talk to an expert

Find out what we can do for your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.