Milbank Concrete Products: Building concrete success through SEO and Paid Search

9262% increase in conversions comparing January – August 2021 to the same period the year before.

Milbank Concrete Products creates precast concrete products specialising in bespoke work for large projects such as the Kia Oval Stadium. They were not ranking for target terms and wanted to increase revenue through organic traffic. There were issues with duplicate pages and the website’s navigation was problematic for user experience, with a lack of internal linking. 

Starting with SEO 

In 2017, we started work on technical SEO and website copywriting for the Milbank website, and over time also began working with their sister brands including Sui Generis, Calisto and Ark Agriculture.

Product page content was not ranking for key terms e.g. ‘beam and block’. We rewrote it to improve readability, and added headings and subheadings to better structure pages for search engines and users. We worked on their concrete floor span calculator, developing content to support this tool and enhancing its visibility in search.

Strengthening the campaign with Paid Search 

We improved the relationship between keyword, landing page and target audience and have regular strategy meetings with the client where we map out the target audience. After a short pause in 2020, at the start of the pandemic, we re-started the client’s paid ads slowly and strategically, adding new display, remarketing and YouTube campaigns. This resulted in Milbank getting around 60-80 enquiries per month which beat the record of enquiries pre-pandemic. 

Key Outcomes: 

  • Conversions through PPC saw a 150% increase after the first Covid-19 lockdown. 
  • Overall conversions have increased 9262% comparing January – August 2021 to the same period the year before.
  • Milbank are now ranking for important terms like ‘beam and block floor’ and ‘precast concrete’ which is now in position 2.