Case Studies → Outranking Competitors With An AI Driven SEO Strategy

Outranking Competitors With An AI Driven SEO Strategy

A multi-channel approach to SEO for AI visibility and Google

Executive Summary


RackZone faced increasing competition in the Irish shelving market, with fluctuating Top 10 rankings for the highly competitive “shelving” keyword against major retail brands with significantly larger budgets and stronger domain authority.

To overcome this, eComOne implemented a two-phase, AI-driven SEO strategy combining on-page optimisation with targeted authority building. The first phase, CATalyst, enhanced category page performance through keyword-rich content, improved internal linking, strategic blog content, and customer-focused FAQs, moving RackZone from the Top 10 to #2 in Google Ireland.

The second phase, Link Gap Acquisition, analysed competitor backlink profiles to secure high-authority links directly to key category pages, enabling RackZone to climb from #2 to #1 within just three weeks. The result was increased organic visibility, strengthened domain authority, and a sustainable competitive advantage, further supported by eComOne’s management of RackZone’s Meta Ads strategy as part of a fully integrated, multi-channel growth approach.

This case study demonstrates that with targeted, strategic SEO interventions, even businesses competing against industry leaders can achieve dominant search positions for competitive keywords.

The success with RackZone showcases eComOne’s ability to identify specific ranking barriers and implement precise solutions that deliver measurable results in highly competitive markets.

Important note: We also manage RackZone’s Meta Ads and Google Ads strategy.

32%

Increase in organic revenue

20%

Increase in revenue from Google Ads

RackZone is a leading Irish-owned provider of high-quality storage and shelving solutions, serving homes, workshops, businesses, and industrial spaces across Ireland. Based in Ballinasloe, Co. Galway, the company specialises in pallet racking, longspan shelving, workstations, storage bins, and a wide range of material handling products. With over a decade of experience, RackZone combines durable, reliable products with expert guidance to help clients optimise their space efficiently and safely.

Rackzone met eComOne at an industry event over 10 years ago and built a strong relationship and rapport with the Founder, Richard Hill.

RackZone has seen a rise in competition in the Irish shelving market which resulted in fluctuating rankings in the SERP Top 10. Competing against retail giants like IKEA, B&Q, Screwfix, Jysk, and Workplace Products for the high-value “shelving” keyword required a strategic approach to boost their online visibility.

The broad nature of the “shelving” keyword meant RackZone needed to outperform established competitors with larger marketing budgets and stronger domain authority to capture this valuable search traffic.

eComOne implemented a comprehensive two-phase approach to elevate RackZone’s ranking:

Phase 1: CATalyst Implementation

Our proprietary CATalyst strategy focused on enhancing category page content through:

  • Development of detailed, keyword-rich category page descriptions

  • Strategic internal linking architecture to distribute page authority

  • Creation of informative blog content focused on shelving solutions

  • Addition of category-specific FAQs to address common customer queries

This initial phase boosted RackZone from their previous Top 10 position to #2 in Google search results for “shelving” in Ireland—a significant improvement, but not yet achieving the top position.

Phase 2: Link Gap Acquisition

After analysing the backlink profiles of RackZone and their competitors, we identified critical gaps in RackZone’s backlink portfolio. Our Link Gap Acquisition strategy targeted high-authority domains that were linking to competitors but not to RackZone.

Key elements of our approach included:

  • Identifying authority sites linking to multiple competitors

  • Creating bespoke outreach campaigns with personalised value propositions

  • Developing compelling content assets to earn editorial backlinks

  • Focusing link building efforts specifically on category pages rather than just the homepage

The Results

The implementation of our Link Gap Acquisition strategy delivered remarkable results:

  • Rapid Ranking Improvement: RackZone climbed from position #2 to #1 for “shelving” in Ireland within just 3 weeks of implementing the Link Gap Acquisition strategy

  • Increased Organic Visibility: Enhanced presence for a high-competition keyword with significant search volume

  • Improved Authority: Strengthened domain and page authority metrics

  • Competitive Advantage: Successfully outranked major retail competitors with significantly larger marketing budgets

Why It Worked

Our approach succeeded because it addressed specific weaknesses in RackZone’s SEO profile:

  1. Category Focus: While most SEO efforts concentrate on homepages, our strategy specifically enhanced category pages – the actual landing pages for “shelving” searches

  2. Quality Over Quantity: Rather than pursuing large numbers of low-quality links, we targeted strategic, high-authority domains

  3. Comprehensive Approach: The combination of on-page optimisation (CATalyst) with off-page authority building (Link Gap Acquisition) created a powerful foundation for sustainable rankings

  4. Competitor Analysis: By examining what worked for competitors, we identified opportunities without needing to reinvent effective strategies

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