Downey SEO Case Study

London’s Foremost Luxury Printers and Bespoke Creative House.

The challenge.

Our challenge was to improve Downey’s organic rankings for targeted keywords and increase traffic to its core service pages.

Downey is renowned for offering bespoke creative solutions for some of the world’s most prestigious brands. A third-generation family business, Downey has been creating intricate invitations, exquisite corporate stationery and sophisticated packaging projects for well over a century.

Our response.

We analysed Downey’s backlink profile in depth and detected gaps between the high-quality and low-quality links. We managed to identify the missing metrics that were needed to improve the rankings. By creating a substantial outreach list and implementing the ideal link-building strategy with quality collaborations, we soon saw some positive ranking results.

In addition, we decided to restructure Downey’s on-site content and optimise the core service pages for relevant keywords. By implementing an effective internal linking strategy with a cornerstone structure, we managed to boost the rankings for Downey’s priority key phrases even further.

  • 300K

    Impressions with key audiences across the UK

  • 108.27%

    Increase in traffic year on year

  • 12.275%

    More users year on year

  • 1.9%


  • 18.71%

    Increase in goal completions

The impact.

While the results of our SEO campaigns naturally vary depending on the specific program and industry, our work with Downey exemplifies the importance of a comprehensive link-building strategy.

We moved beyond a reliance solely on Domain Authority. Instead, we focused on a broader range of metrics, including the quality and relevance of both internal and external links. This data-driven approach yielded impressive results within a year, significantly boosting Downey’s online presence. The success of our strategy was so impactful that Downey extended their contract with us indefinitely.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

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