Since 2005 Factory Direct Flooring have provided flooring solutions to a largely online audience. They came to us with one outstanding issue – a significant drop in organic traffic and visibility leading to declining year-on-year performance.
The results we've achieved from Salience's content marketing efforts have exceeded my expectations. We knew content marketing was a viable route to ROI in general, but were unsure if it would apply to flooring. Thankfully, the results were well beyond viable and I'm excited to continue growing Factory Direct Flooring with content.
Our initial technical, keyword and content audits brought more skeletons out of the closet. We found that there were significant technical site issues, category pages were failing, and the available content was not working to increase revenue.
The site was not implemented properly, it had indexation issues and there were errors throughout. Our experts got to work in fixing all the present issues and working to ensure they didn’t happen again.
Through monthly site monitoring, we can identify and fix any problems to keep the foundations sturdy and continue to improve the domain authority.
Certain category pages were failing, leading to declining revenue. All the pages were there, just not in the best order.
Through keyword research, we found that people were searching for flooring by room, not just type. We re-evaluated the structure of site pages to play to keyword strengths and continue to monitor this as part of our SEO support.
53% increase in visibility.
With key category pages underperforming, we focused on strengthening relevance across the site.Existing content was thin and not giving search engines or users enough information to understand each page’s purpose.
To address this, we produced fresh, unique copy across 85 priority pages, deepening topical coverage and improving on-page targeting. This ensured every key landing page had relevant, intent-led content that supported stronger rankings and a clearer customer journey.
They did have one standout post, which featured shoppable content and generated revenue for them.
We took this idea and completely overhauled the existing Advice Centre to create rich, helpful content, including links to products. Integrating shoppable content into the posts ensured optimum user experience and ease, as well as increased revenue.
We continue to produce exciting content monthly and use outreach strategies to build valuable links.
Our goal was to reverse a sharp decline in organic performance, then build a long-term SEO engine that improved visibility, user experience, and conversion.
By fixing technical blockers, restructuring categories around real search behaviour, and rolling out deeper, intent-led content across the site, Factory Direct Flooring regained lost ground and returned to sustainable growth.
Technical fixes resolved indexation and error issues that were holding the site back, while ongoing monitoring ensured performance stayed stable. A revised keyword strategy shifted the site closer to how customers actually shop for flooring, improving page relevance and strengthening the category journey. On top of that, a major content push transformed thin pages into useful, ranking-ready landing pages, and the revamped Advice Centre turned informational traffic into revenue through shoppable content and stronger internal linking.
The result was a clear uplift in organic performance, including a 53% increase in visibility, alongside improved engagement and stronger revenue contribution from organic search. Overall, the content-led SEO solution not only recovered performance but delivered an ROI of 10.5, more than justifying the investment and providing a platform for continued growth.
Increase in visibility
Increase in organic traffic
Increase in revenue
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