A major UK DIY and home improvement retailer had watched its organic search visibility erode for four consecutive years — despite continued investment in paid search and a product range broader than most of its competitors.
The UK DIY retail market is fiercely competitive online, with specialist tools sites, large aggregators, and Amazon all competing for the same transactional queries. Our client had built significant brand equity over decades but their website architecture, content structure, and technical foundation had not kept pace with how search had evolved. The result was a steady organic revenue decline that no amount of paid search could sustainably offset.
We conducted a full Visibility Engineering audit — mapping crawl architecture, content quality across category and product pages, structured data gaps, and internal linking failures. The root cause was clear: the site was technically sound at a surface level but strategically invisible at the content and entity layer where modern search decisions are made. Over 18 months we rebuilt the organic foundation from the ground up, recovering £3.9M in incremental annual revenue.
// Curve modelled on a standard SEO recovery profile. Endpoints anchored to stated figures (baseline 100 · +130%).