Project Overview
Our client, Namis Facades — a specialist rendering and external wall insulation company serving Greater London and the South East — aimed to strengthen their online visibility for high-intent, service-related searches (e.g., “external wall insulation Surrey”, “monocouche spray render London”) and convert that traffic into qualified leads. We executed a full-spectrum SEO initiative spanning technical optimisation, deep keyword research across their service lines (monocouche render, silicone thin-coat, cladding remediation), a content-led strategy to capture informational and commercial queries, and on-page optimisation across multiple service pages. The result was improved search performance, expanded service-category authority, and a measurable uplift in lead generation from organic channels.
Challenges
- Service categories such as external wall insulation and cladding remediation are highly competitive in the South East of England, with many national and regional players vying for top search positions.
- Inconsistent keyword usage across service pages (e.g., renders, insulation, cladding) meant many pages lacked clearly defined target queries.
- Metadata (titles, descriptions, H-tags) were under-optimised; internal linking between service pages, blog articles and project pages was sparse and did not support crawl depth or user journey effectively.
- There was limited editorial content aimed at high-intent, non-branded search queries (for example “how much does external wall insulation cost UK”, “benefits of silicone thin coat render”), resulting in low engagement for informational/pre-purchase audiences.
- Technical issues (site structure, indexing, schema markup) and performance concerns (e.g., page load, mobile usability) were limiting full potential of organic visibility.
Solutions
- Conducted advanced keyword mapping and competitor analysis across all core service lines and geographical focus zones (Surrey, Greater London, South East).
- Standardised metadata across the site and implemented semantic keyword integrations — ensuring each service URL clearly targeted a defined set of queries and supporting synonyms/related terms.
- Redesigned internal linking architecture to strengthen crawl paths, link service pages to project case studies and blog content, improving both user experience and search-engine signals.
- Launched a blog content strategy targeting both informational and buyer-intent keywords (for example: guides on insulation cost savings, cladding remediation compliance, render finish comparison) to capture and nurture traffic earlier in the funnel.
- Enhanced technical SEO: improved indexing via updated sitemap/robots, implemented schema markup for services and reviews, optimised Core Web Vitals and mobile-experience issues.