Hayes Garden World

SEO Case Study

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Links Achieved In 2021
Additional Users YOY (20/21)
Top 3 Ranking Keywords

The Project

When we started working with Certas they were struggling to gain non-brand visibility with no real ranking keywords for any of their non-brand products/services – especially commercial products – & also the products which were ranking being well outside the top 20 positions.

The brand was looking for an agency to drive forwards their online digital strategy & to help increase sales through its online sales platform for heating oil & also to drive enquiries for commercial products. 

With a client base that predominantly called to purchase heating oil, one of our main objectives was to change the user behaviour – driving more sales through the online platform, while also attracting a new customer base who perhaps hadn’t utilised Certas before, or weren’t aware that they could purchase heating oil online – helping to drive Certas into a more digital age.



Our Approach

The initial strategy was multi-faceted, but we focused on the following:

Full technical audit & optimisation to set a strong base level. When we started working with Hayes they had 5 versions of the website due to an issue within the CMS, this was quickly fixed

– Content strategy & support – we worked with their in-house copy team to provide briefs & drive guidance on how to create content that was not just SEO friendly, but also great for the user, in addition to using our own content resource

– Link acquisition – a key pillar of our work with Hayes has been link acquisition & we are hugely proud of the fantastic link profile the website has today. We don’t just focus on links though, in 2020 we generated over £50k of income from products featured within top buy guides (non paid) thanks to our great relationships with journalists & also some great TV placements (non paid) with ITV

– Utilising in-house resource:  in-house Hayes have a number of experts, we worked closely with them to upskill & produce great content which journalists & users loved


Key Areas

Digital PR & Link Acquisition

Product coverage comprises a key pillar of our strategy with Hayes, building good quality links doesn’t have to be expensive, we’ve proven by being agile we can build links effectively using the following low cost methods:

– Fun/Newsjacking – Creating a “Brexit Tree” a Christmas Tree which could be rotated depending on the political views of your visiting family members – drove 100+ high quality links

– Brainteasers – Quick to create & loved by major publications

Product Placements – A great way to drive product coverage & also to drive referral sales to the website.

Content Strategy

Working with Hayes in-house content team we devised a strategy to create high quality content which informs readers & drives an engaged audience, this has resulted in over 30,000 additional visitors to the website within the last year – it has also helped substantially to support the E-A-T function of the SEO strategy.

Our content strategy involved thorough keyword research & mapping to understand opportunity combined with processing of Google’s NLP to understand user & search behaviour – by combining these we were able to deliver content which was valuable to the user & Google.



The Results

Links Achieved In 2021
Additional Users YOY (20/21)
Top 3 Ranking Keywords

Link Acquisition

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Links Achieved
Average Domain Rank
National Daily Newspapers

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Hayes have worked with Cedarwood for almost 5 years & have seen our business go from strength to strength with their advice & under their guidance. We partner with them for our PPC, SEO & large elements of our digital marketing & outreach. They are very proactive, forward thinking & always up to date with the latest marketing do’s & don’ts & best practices. As a company we find them professional, friendly & extremely efficient. 

Lyndan Orvis

Ecommerce Manager

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