Project
DCO: Building Visibility and Momentum Through SEO
Josh Chipperton
Junior Digital Experience Designer
20/11/2025
DCO boosted its online visibility and revenue through a focused SEO strategy that improved technical performance, expanded supplier keyword coverage and delivered strong growth in traffic and rankings. The next phase will extend this success into PPC.
The Challenge
DCO, a leading interiors brand with a wide supplier range, wanted to strengthen visibility across its core product lines and improve performance across key brand categories. While the site had been performing steadily, the team saw an opportunity to scale organic visibility and drive incremental revenue through a more strategic SEO investment.
Our Approach
At the start of the year, we launched a comprehensive SEO strategy focused on improving technical foundations and expanding keyword coverage across priority suppliers. In September and October, DCO increased the budget for the SEO strategy, enabling us to deepen our optimisation work and accelerate results, focusing on ‘supplier’ specific keywords.
Our SEO strategy throughout 2025 included:
- Technical SEO improvements:
Resolving crawler errors, refining metadata, and improving internal linking. - Keyword mapping and optimisation:
Aligning target terms across supplier and category pages. - Content and AI strategy:
Supporting long-term growth through on-site content and blog relevancy. - Supplier-specific optimisation:
Focusing on high-value brands such as Farrow & Ball, which achieved standout visibility gains.
The Results
Throughout 2025, DCO has seen consistent upward growth in organic performance, highlighted by a substantial uplift during the final two months when SEO investment increased.
Key metrics include:
- 28.9% year-on-year increase in organic shopping and search revenue
- 36.9% increase in new users
- 13.9% uplift in non-branded clicks
- 59.7% increase in non-branded impressions
- 33.6% improvement in average ranking position
- 40.6% increase in active users coming to the site
These steady, realistic improvements show how strategic and consistent SEO work can deliver sustainable growth.
Why It Matters
By refining technical performance and expanding keyword coverage across supplier categories, DCO’s website is now better placed to capture intent-driven customers across multiple product ranges.
This has strengthened its competitive position and built a scalable foundation for continued growth.
Next Steps
The next stage of our partnership will focus on expanding success into PPC, aligning paid and organic insights to maximise visibility and overall performance.
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