Driving Growth and Visibility: A Strategic SEO Campaign

Granite’s SEO strategy for Meadows & Byrne aimed to elevate organic traffic and revenue, focusing on high-value product categories such as tables, footstools, and ottomans. With the goal of achieving a 20% increase in organic traffic, the campaign aligned with Meadows & Byrne’s broader brand objectives of customer loyalty and expanding reach in a highly competitive market.

Granite’s approach emphasized key navigational improvements to enhance user experience. Through user feedback and rigorous testing, popular product categories were made more accessible, with a particular focus on mobile responsiveness. This design approach ensured that Meadows & Byrne catered to a diverse demographic, including mobile users, without major design overhauls.

A robust technical SEO strategy was the foundation of the campaign. Granite employed mobile-first indexing, optimized site speed, and leveraged industry-leading tools like SEMrush and Ahrefs for in-depth keyword research and competitor benchmarking. Google Analytics integration allowed for ongoing traffic and user flow monitoring, enabling the team to make data-driven adjustments to maximize performance. These efforts ensured that the site not only adhered to evolving SEO standards but also delivered a seamless experience across devices.

The results were remarkable. Organic impressions for tables surged by 76%, with a 149% increase in organic clicks year-over-year. This performance even led Meadows & Byrne to surpass global brand IKEA for competitive keywords like “modern coffee tables” — a major achievement for an Irish brand operating with a modest budget. Footstools and ottomans saw similar success, with a 91% increase in organic impressions and a 59% rise in clicks. Performance enhancements, including the optimization of Core Web Vitals like Largest Contentful Paint, ensured fast and smooth access, further boosting user engagement.

Granite’s SEO campaign also emphasized inclusivity and accessibility, achieving a 91% accessibility score. With mobile-first optimization, user-friendly navigation, and scalable design features, Meadows & Byrne’s website was accessible to a wide audience, further contributing to sustained growth and business success. The impactful results reaffirmed the effectiveness of Granite’s strategic, data-driven approach.