Case Studies → Unlocking Growth Opportunity With Digital Media

Unlocking Growth Opportunity With Digital Media

Using crime stats to build links and boost SEO

Executive Summary

Locks Direct, a family-run specialist in high-security, weatherproof locks, partnered with eComOne to boost online visibility and drive eCommerce growth.

Through a data-driven SEO and content strategy, including keyword research, the VIP CATalyst Framework, optimised product pages, internal linking, and targeted blog guides, combined with Digital PR placements on national and local sites like Yahoo News and Lincolnshire publications, the brand achieved dramatic results: total clicks increased by 582%, impressions by 1,222%, and average Google ranking improved from 34.3 to 16.8, with year-on-year CTR up 31%.

Coupled with a seamless Shopify site migration, this integrated approach not only strengthened search visibility and authority but also delivered measurable growth in traffic, engagement, and revenue, demonstrating the power of combining SEO, content, and PR in a competitive market.

52%

Increase in organic revenue

582%

Increase in clicks

Locks Direct is a leading UK supplier of high-quality locks and security solutions, offering a wide range of padlocks, door locks, and security accessories for homes, businesses, and vehicles. With nearly 15 years of experience in the security industry, the company partners with trusted brands like Abus, Squire, and Mul‑T‑Lock to provide reliable, durable products that meet every level of security need. Known for its expert guidance and exceptional customer service, Locks Direct helps customers choose the right locking solutions to protect what matters most, making it a trusted source for dependable security hardware across the UK.

Locks Direct, a family run business with an impressive clientele, operates in a competitive market, so increasing the company’s visibility in search is important. Could we, for example, get Locks Direct on page 1 or page 2 of Google for product search terms like ‘container padlocks’ and ‘combination padlocks’? Could we gain Featured Snippet space at the top of Google search engine results pages (SERPs)? The answer to those questions is “Yes!”

As well as the overall objective to attract more and more organic search traffic to the Locks Direct website and improve their Google search rankings, we are delivering a clear methodology to pull people into product categories on the Locks Direct website – such as the container padlocks category and its closely-related master key container padlocks category. Our SEO-Content Strategy (including Keyword Research, CATalyst Framework and Content Workbook for blogs) is the supercharged strategy we’ve deployed to achieve these goals. It’s a strategy that’s transformed multiple clients’ eCommerce growth.

We deeply optimised different product categories across the Locks Direct website, according to our high performance CATalyst Framework (VIP tier CATalyst) to strategically attract customers to these landing pages. This focused on existing category pages that get a good volume of search traffic but need a boost to convert, as well as growing new category pages. Bespoke content was written for the category pages (such as the combination padlocks page) and they were optimised for particular SEO keywords from our excellent Keyword Research.

The CATalyst content also included frequently asked questions (FAQs informed by the Keyword Research) and we internally linked the category pages with informative longform and standard-length blog insights and guides (also optimised according to the Keyword Research), written by eComOne and published to the Locks Direct blog.

For example, for the container padlocks category, we implemented VIP CATalyst content including six FAQs on the container padlocks landing page; wrote a container padlocks guide and a master keyed container padlocks guide – which are both internally linked with the category page. We also put in place a prominent image slider on the homepage to link through too.

As an example of how quality blog content can bring more people to a website, when we compare the period 17th March to 13th April 2024 to the previous 28 days, we can see that there was a 34% uplift in Blog landing page sessions, a 26% increase in Blog engaged sessions, and a 320% improvement in Blog landing page revenue.

The integrated strategy delivered measurable impact:

  • Clicks & Impressions: Total clicks increased by 582%, and impressions grew by 1,222%

  • Search Rankings: Average Google position improved from 34.3 to 16.8; YoY comparison showed a jump from 30.0 to 13.9 with a 31% increase in CTR.

  • Blog Performance: Blog landing page sessions rose by 34%, engaged sessions by 26%, and revenue from blog pages increased by 320%.

  • Digital PR Impact: Links secured across high-authority sites elevated visibility and credibility – national links on Yahoo News, LoveProperty, ThisIsMoney, London Daily News and more.

Our trusted partners, United Agency, worked with Locks Direct on the design and build of their new Shopify website. From this, we migrated their new site, making sure the SEO architecture remained protected and optimised.

This has not only improved our clients’ sales, but the return from their marketing efforts too. A seamless website experience with a precise marketing strategy has yielded great results for the team at Locks Direct.

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