Tensar Case Study | Our Work | SEO

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.

1

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

2

Increase organic sessions by 50%

3

Grow on-site conversions by 50%

4

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.

897%

Increase in position #1-3 keywords so far

140%

Increase in organic sessions YoY

289%

Increase in on-site conversions YoY

130+

New featured snippets captured and counting

When you begin to work with Impression, you understand why they're an SEO industry leader. They are extremely knowledgeable and proactive in their approach. This has allowed us to achieve fantastic results in our first year.

James Kearsley Global Website & SEO Manager, Tensar