Organic search became Magnet's largest source of traffic, leads and revenue within 15 months.
Facts & Figures
+200%
Organic traffic
+165%
Generic leads
15 months
To become #1 acquisition channel
PPC
Reliance and budget reduced
Timescale
2021–2023
My role
SEO Strategy, Content Strategy, CRO, Digital PR, Technical SEO, Stakeholder Management
Sector
Retail / Ecommerce
Client
Magnet Kitchens
Project overview
The challenge
When I joined Magnet Kitchens, organic search was significantly underperforming. The business was a well-known household brand – established in the 1910s with strong brand recognition throughout the 80s, 90s, and 2000s – but that awareness had dwindled, and the SEO strategy wasn't keeping pace.
The vast majority of organic traffic was brand-driven, relying on long-standing reputation rather than active optimisation. Meanwhile, paid search was the dominant channel for traffic and conversions, creating an expensive and unsustainable dependency on performance spend.
My approach
From start to finish.
Opportunity Identification
I began by analysing the business's digital performance to identify the highest-impact opportunities for sustainable growth. Rather than focusing on short-term wins, I prioritised initiatives that would strengthen long-term visibility, attract higher-intent audiences and support wider commercial objectives.
Strategy
I developed a commercially focused SEO strategy aligned to customer search behaviour and business priorities. The approach combined content, technical improvements, user experience and authority building into a single roadmap designed to maximise long-term performance.
Delivery
Working closely with stakeholders across marketing, content, product and web development, I led the delivery of key initiatives and ensured SEO considerations were embedded throughout the customer journey. This collaborative approach enabled meaningful improvements without compromising the wider brand or customer experience.
Optimisation
Performance was monitored continuously to understand what was driving the greatest commercial impact. Insights were used to refine the strategy, prioritise future opportunities and ensure activity remained aligned with business goals as the programme evolved.
+200%
Organic traffic
Organic became the largest acquisition channel.
+165%
Generic leads
The highest converting digital
lead type in the business.
15 months
To become the #1 acquisition channel
Overtaking paid search to consistently deliver more leads.
PPC
Reliance and budget reduced
Resulting in cheaper marketing costs overall.
Facts & Figures
Results
Key takeaways
Built a long-term growth strategy rather than isolated campaigns.
Balanced commercial priorities with customer experience.
Worked across technical, creative and commercial teams.
Delivered measurable business outcomes.
Take the next step
If you'd like to get the ball rolling - or you have any questions - don't hesitate to get in touch or book a free discovery call below and I'll be more than happy to help.
