SEO Case Study
Dominating High-Value Flooring Categories Through SEO
Altro, a global manufacturer of safety and specialist flooring solutions worked with Honcho for 8 years supporting their global SEO efforts.
Challenge
Altro needed to accelerate growth by capturing demand in three commercially valuable product categories with strong search intent:
- Wet room flooring
- Non-slip flooring
- Safety flooring
These categories directly aligned with Altro’s product portfolio and represented high intent, revenue-driving demand. However, key category and sector content was underperforming, and valuable pages such as case studies and sector landing pages were difficult to discover through site navigation.
The challenge was to improve visibility in priority categories while increasing qualified organic demand and conversion activity across high-value product areas.
Our Approach
We built an SEO strategy focused on commercial category dominance, underpinned by user insight, technical optimisation and improved site architecture.
Our approach centred on:
- Prioritising high-intent categories with proven commercial value
- Improving trust signals for long lead-time, high-consideration purchases
- Enhancing information architecture to surface high-value content
- Supporting commercial pages with informational content to capture users
earlier in the decision journey
This ensured SEO activity aligned directly with revenue-driving demand, not just visibility.
Execution
Commercial Keyword & Category Strategy
We prioritised target terms based on search volume, commercial intent and revenue potential, aligning category strategies with Altro’s core product strengths.
On-Page Optimisation for High-Intent Categories
We optimised priority category pages to improve relevance for commercial search terms, strengthen internal linking, and better communicate value propositions for safety-critical environments.
Supporting Content & SERP Feature Capture
We created structured FAQ content addressing common customer concerns and implemented schema markup to improve visibility within rich results and Q&A SERP features.
UX & Navigation Improvements
We restructured site navigation to surface previously underperforming but high-value content, including case studies and sector specific pages.
Continuous SEO Governance
We monitored SERP feature changes and algorithm updates to proactively adapt
on-page elements.
Results
The strategy delivered sustained growth across priority flooring categories:
- Wet room flooring saw strong growth in organic visibility and enquiry activity
- Safety flooring achieved consistent growth in organic performance and conversion outcomes
- Engagement with case studies and sector pages increased following navigation and internal linking improvements
This work strengthened visibility in commercially critical categories while improving the performance of supporting sector content.
Explore More Case Studies
-
Dale Power Solutions
Paid Search, SEO, LinkedIn Ads
Leading the shift from traffic-led marketing to qualified B2B lead generation.
VIEW CASE STUDY
Get in touch
Latest Blogs & Articles
-
Google AI Overviews: Why Impressions Are Up but Clicks Are Down
Google AI Overviews are changing how organic search works. Here at Honcho, we are watching how these changes are reshaping SEO reporting and performance measurement...Read Article → -
Are There Ads in ChatGPT? Here’s What’s Being Tested
If you’ve opened ChatGPT recently and noticed something like “Testing ads in ChatGPT”, it probably made you pause. Not because anyone loves adverts, but because...Read Article → -
Google Search Console Update: AI Powered Configuration in the Performance Report
Google has introduced a new experimental feature inside Google Search Console that could make organic search traffic analysis much quicker for marketers and in house teams....Read Article → -
Google AI Mode Ads: What Direct Offers Mean for Retailers
Google is quietly moving closer to what every retailer wants, and what every ecommerce team fears: fewer steps between interest and purchase. Direct Offers, now...Read Article → -
PR in the Age of Agentic Commerce, What Still Wins When AI Recommends the Products?
“When the technical playing field is even, your brand, how you show up and what people say about you will be the difference.”-James Roach, Head...Read Article → -
SEO Readiness for Agentic Commerce, From Discoverability to Actionability
“It’s no longer enough for your content to rank, it needs to be structured in a way that an AI agent can understand and act...Read Article →
