John Lewis of Hungerford

When SEO & Content Marketing work together!

After almost two years working with John Lewis of Hungerford, the strong results and year-on-year gains couldn’t be more obvious.

The challenge.

After migrating to a brand new website in 2019, John Lewis of Hungerford appointed Passion Digital to support with their SEO and content marketing strategy, and ever since work began, the brand’s organic presence has continued to go from strength to strength.

A lot has changed since John Lewis of Hungerford’s humble beginnings in 1972 when founder John Lewis opened his first hand-crafted wood furniture shop in Hungerford.

Fast forward to 2022 and John Lewis of Hungerford is still upholding its high standards of quality and attention to detail, with the company now firmly cemented as one of the UK’s most iconic names in luxury painted kitchens and furniture.

Our response.

To supercharge their organic presence in search engines like Google, our overarching mission has been to position John Lewis of Hungerford as an authority in the luxury kitchen and furniture market. We achieved this by combining technical SEO, on-site optimisation, content marketing and targeted outreach.

Keyword research: Targeting the right audience

We began with in-depth keyword research to understand the competitive landscape and identify high-priority terms relevant to John Lewis of Hungerford’s target audience. These keywords became the foundation for our entire strategy, ensuring alignment with the company’s business goals.

Technical SEO: Building a strong foundation

The initial focus was on technical SEO to create a solid foundation for all future efforts. With Google’s shift to mobile-first indexing, optimising the website for mobile devices became a top priority. We also addressed overall site health, page load speed, and internal and external links to enhance user experience.

Content Marketing: Inspiring and informing luxury kitchen design enthusiasts

Analysed trends in the luxury kitchen design industry, we crafted a series of four monthly blogs to target high-traffic topics. This content campaign aimed to educate and inspire readers, highlighting John Lewis of Hungerford’s expertise in kitchen design. We incorporated a clear internal linking strategy, connecting blogs to relevant service pages and calls to action for further engagement.

Overall focus: Generating organic leads for expert customer service

Our overarching objective was to generate new organic leads, allowing the John Lewis of Hungerford team to focus on what they do best: providing exceptional customer care and services – the cornerstone of John Lewis of Hungerford’s reputation.

  • 200%

    Increase in total organic sessions since Passion was appointed

  • +2000%

    Increase in organic traffic to blog

  • 3x

    Increase in organic keywords ranking in top 3 positions

  • 24

    Highly commercial keywords ranking in Top 3

  • +5k

    Enquiries received from organic traffic only

The impact.

The results from our work have been phenomenal, with John Lewis’s organic visibility and rankings increasing non-stop since September 2021. The client is extremely happy as this increase in visibility has had a direct impact on the number of enquiries they receive and ultimately revenue for their business.

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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