21% increase in revenue for eCommerce brand

Organic Search (SEO)

Fire Trade Supplies – Fire System Retailer

Client Overview

Fire Trade Supplies is one of the UK’s leading Suppliers of Fire Systems and parts and accessories as well as testing equipment. Their online store is a one stop shop for any fire alarm installer. They have an expert team of engineers and product specialists who are able to advise either through their live chat or on the phone. Visibility has worked with the team at Fire Trade Supplies since 2019 and have developed a marketing strategy which consistently delivers results.


increase in new users


increase in organic traffic


increase in revenue

The Brief

Although we work with Fire Trade Supplies on a range of other channels, this case study focuses on the SEO strategy. John Battersby is the Founder and Managing Director and established the business back in 2015. He’d seen moderate organic growth between 2015 and 2019 when he approached the team at Visibility. The main aims we were tasked with were to increase the amount of relevant traffic to the Shopify store as well as improve the revenue generated.

The core objectives were:

  • Increase number of keywords ranking relating to high value fire system products year-on-year
  • Increase organic traffic year-on-year to key products and category pages
  • Increase organic revenue year-on-year for key high margin projects

The Strategy

1. Commercial Strategy Project

To develop an SEO strategy that was to be as effective as possible, we first needed to research and decide which products were strategically and financially the most viable. We took into consideration a range of factoring including:

  • Profit margin
  • Excess stock levels
  • Demand (Search volumes)
  • Market trends
  • Customer feedback

Once this project was completed we were able to use this plan to generate the more specific details of the SEO strategy, ensuring we were focusing on the most important areas first. 

2. Competitor Research

With the commercial strategy in hand, we were able to use our tools to spy on the competitors of Fire Trade Supplies to see how they were able to gain rankings on the most priority keywords we had in our plan. We took a look at technical aspects of the competitors such as site speed and URL structures as well as looking into their backlink portfolios and content strategies.

3. Content Planning

Armed with the competitor research, we pieced together a content plan which took into consideration the most important products areas. The priority was created to ensure that we’re aiming to drive as much revenue as soon as possible to prevent the depletion of cash reserves. We also have a range of techniques we use to test and encourage content to rank as quickly as possible.

The Results

We’ve been generating results for Fire Trade Supplies since 2019.

Here are just some of the achievements we’ve made with the account:

  • 20% increase in new users year-on-year
  • 19% increase in organic traffic year-on-year
  • 21% increase in revenue year-on-year

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Get in touch

Contact the team at Visibility today for all of the expertise, guidance and support you need to reach your clients, and encourage them to champion your product or service.

Alternatively, you can contact us on:

Phone: 0115 828 4824

Email: hello@visibility-agency.com