Search Engine Optimisation for Lotus Belle Tents UK
Tripling keyword rankings, referrals, and traffic through on-page technical SEO, content marketing, and backlink acquisition.
Frontpage Rankings:
up 220%
Organic Traffic:
up 85%
Backlinks:
up 80%
Luxury tent designer and glamping gear retailer Lotus Belle approached us in 2020 with a question: why are our competitors in the UK camping industry appearing so much higher than us on Google?
One year later, our on-page, off-page, technical, and content SEO work had increased their organic first-page rankings by 200%, and nearly doubled their organic traffic and backlink profile.
The upgrades we actioned on the Lotus Belle site made it faster, keyword-rich, more responsive, and generally more engaging — for humans and search engines.
How we did it
1. Site Audit and
Competitor Analysis
We started with a discovery call, asking the Lotus Belle team about their goals. Then we surveyed their website with those aims in mind, audited competing sites, and wrote up a keyword report and website analysis. On a follow-up call, we guided them through our 12-month strategy and explained the complex technicalities of search engine optimisation.
2. Technical SEO
Before working on the publicly-visible parts of the website, we fine-tuned everything under the hood: minimising page load speeds, fixing broken links, improving URL structures, solving crawl errors, and ensuring the site works without a hitch on mobile devices. Our technical SEO refinements optimised the site’s performance for Google and other search engines — and for human users, too.
3. On-Page SEO
Then we rebuilt all the public-facing elements of the website atop its newly-optimised technical foundation. This included rewritten copy informed by our keyword research, better accessibility design for visitors, improved metadata and alt tags for search engine bots, and a totally redesigned homepage. Every page was overhauled to make the site more navigable, useful, and up-to-date.
4. Backlinks, Content,
and Social Media
We secured a backlog of backlinks by fixing the structure of the Lotus Belle site’s URLs, then took the lead on blog writing and social media to keep the brand’s content fresh and seasonally-relevant. Traffic from search and social more than doubled, and we nurtured new backlinks through strategic partnerships, and from people sharing our blog posts.
5. Live Social
As part of our social media work for Lotus Belle, we covered events they attended live on Twitter and Instagram, connecting with industry figureheads and driving traffic to the website by creating highly-sharable event-related content and scoring backlinks in post-event wrap-ups.
6. Regular Reports
Frequently reviewing our successes — higher rankings, stronger traffic, popular blogs — is important for us and our client. Monthly reports and strategy briefs highlight key wins and guide us on what to do next. And we always write them in a way that simplifies the technicalities.
Book a free 30-minute call with us
Let’s discuss your business needs and how we can help.
What is search engine optimisation (SEO)?
SEO is the process of increasing the visibility of your website, products, services, and businesses or brands in search results on Google and other search engines.
By appearing in these searches more frequently and at a higher position, you’ll reach a larger audience of people who are looking for the products, information, or entertainment you provide.
The work that goes into search engine optimisation is vast and always-changing. It includes everything from the words on a webpage and the speed at which pages load to the filenames of images and the number of backlinks (links from other websites) referring back to a website.
At Trapeze Media, we summarise SEO as: any action in a digital marketing strategy which makes a website easier for humans to find and use, and easier for search engines to understand and index.
“Trapeze Media have been wonderful in every respect. Their communication is excellent, they know their stuff, and they’re all really lovely people to work with. Would give them six stars if we could!”
— The Lotus Belle team
