Seek Marketing Partners
Howard Stott Demolition Project Overview
Client Name:
Howard Stott Demolition
Client Industry:
Demolition
Services Provided:
SEO, Web Development
Project Duration:
ON-GOING PROJECT
Case Study Trigger Date:
September 2025
The Challenge
Howard Stott Demolition approached us with ambitious goals: to boost website traffic, increase conversions, and gain greater visibility across search engines. They wanted more keywords ranking on page one, stronger overall keyword positions, and ultimately, more organic leads too.
The demolition niche, however, is highly competitive – so it would be tough to gain traction without a focused and strategic approach. Our challenge was to find gaps in the market and build a scalable SEO campaign that could expand their reach from local dominance to county-wide, and eventually to national visibility.
The Strategy
We built our plan around comprehensive keyword research and aligning content with real user intent. That meant creating new landing and service pages designed to attract targeted users, while also reoptimising existing content to maximise performance.
Local SEO played a key role, ensuring the business gained visibility for location-based searches in their local area of Burnley first, then gradually scaling outward. We also addressed technical SEO issues that are holding back the site’s performance while developing a high-quality backlink profile to improve authority. Lastly, alongside this, we committed to continuous competitor research, so we could identify opportunities and tactics that weren’t currently being used, and quickly add them to our plans.
The Execution
We kicked off by mapping where the competition was outranking us, and used that insight to build a stronger keyword footprint. The first wins came with “demolition” terms in Burnley, where we secured first-page positions. From there, we widened the focus to Lancashire, and the next phase will take the campaign to a UK-wide audience.
Our backlinking efforts included placements on reputable directories and industry-specific platforms, adding authority and credibility. We also developed pillar content to support core keyword targets, giving search engines a stronger semantic structure and helping bring in new streams of organic traffic.
The Results
The Howard Stott Demolition team was looking for positive movement in three key areas: Increased website traffic & conversions, more page one rankings (and more keywords ranking overall) and increased search visibility. So, how are we doing against those goals? Let’s take a look!
Goal: Increasing traffic & conversions
The screenshot below clearly shows that we’re delivering results for the client here. In the data below, we can see that:
- The important traffic metrics – ‘Total Users’, ‘New Users’, and ‘Returning Users’ – are all up over 200%.
- At the same time, ‘Key Events’ (formerly known as ‘Conversions’) are up 188%.
Goal: Earning more keyword rankings (and in particular more page-one rankings)
The two tables below show the keyword ranking situation at the start of the project, and at the time of writing this case study. Here again, they clearly indicate success versus the goals set, as:
- We now have 38 keywords on page 1, where we only had 1 at project start. That’s a 3700% increase!
- We’ve also increased the total number of keywords ranking for the client from 13 to 242 – or 1762% more than they had before.
Goal: Increased search visibility
The screenshot below shows how our SEO efforts have indeed brought increased search visibility to the Howard Stott site. Key takeaways here include how:
- We’ve increased their number of impressions by just under 1000%.
- We’ve earned the client 135% more clicks.
- The average Howard Stott Demolition page has climbed from 37th in the rankings to 23rd.
Lastly, let’s close with a look at how things have grown over the last year in terms of impressions:
What's Next
The campaign is ongoing, and the next milestone is national visibility. We’ll continue optimising for UK-wide keywords, while also monitoring opportunities to rank on emerging platforms like AI-powered search. Technical SEO will also remain a focus, alongside targeting nearby locations with tailored keywords to capture local demand.
Through steady progress and sharp execution, Howard Stott Demolition is on track to become one of the most visible demolition firms in the UK search landscape.
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