DFW Store Fixtures is a US brand that wanted to be found by people searching for display fixtures, the equipment shops use to present their stock. This case study sets out what the brand needed from search, the work I did and the results as I published them at the time.
The challenge
The brand needed two things: stronger engagement from the people who reached its website, and first-page rankings for display fixture search terms. Those terms included competitive phrases such as “wholesale display fixtures Dallas Texas”, “mannequins” and “gondola shelving”.
Terms like these pull in different directions. A broad product word such as “mannequins” is searched by a wide range of people, while a phrase that combines a trade word with a place is typed by fewer people who usually know exactly what they want. A site has to make clear which of its pages answers which kind of search, or it tends to struggle with both.
What I did
The approach had four parts: structured content, UX adjustments, focused internal linking and consistent optimisation.
- Structured content. In principle, this means organising the site so that each important page has a clear subject and is built around the search intent behind the terms it targets, with headings and copy that answer what the searcher came for. It sits at the heart of on-page SEO.
- UX adjustments. Changes to how pages are laid out and how easily a visitor can move through them. This is the part of the work aimed at engagement: a page that ranks still has to keep the visitor once they arrive.
- Focused internal linking. Internal links help search engines understand which page on a site matters most for a subject. Focusing them means pointing links deliberately at the pages meant to rank, rather than linking at random.
- Consistent optimisation. SEO is not a single fix. Consistent optimisation means returning to the pages regularly, checking how they perform in search and refining them, rather than making one round of changes and leaving them.
Results
The published results were:
- Top 3 rankings for competitive keywords like “wholesale display fixtures Dallas Texas”, “mannequins” and “gondola shelving”.
- 21,400+ impressions, with a consistent upward-moving graph.
Impressions count how often the site appeared in search results. They show growing visibility; they are not the same as visits or enquiries, and I have not claimed figures for either here.
What this shows
If you run a UK business that sells products to other businesses, the lesson is that rankings come from clarity as much as from effort. Give each product group a page with one clear purpose, link to it deliberately from the rest of the site, make the page easy to use once a buyer lands, and keep refining it over time. The same ideas apply whether the products are shop fittings in Manchester or display stands in London, although the search terms should come from research into how UK buyers actually search.
If your site sells to trade customers, my page on B2B SEO explains how I approach this kind of work for UK businesses.
