Overview
Lux Glazing launched as a new business in a highly competitive local market. They entered a space with over 50 established competitors offering uPVC, double glazing, external doors and bifold doors, many with years of trading history, alongside national brands with large marketing budgets.
Starting point, zero online visibility, no rankings, no domain authority.
The Challenge
Breaking into a saturated market where competitors already dominate search results, both locally and nationally.
Key obstacles included:
- No existing keyword rankings
- No backlink profile
- Low domain trust signals
- Strong competition from long-standing businesses
Our Strategy
1. Local Keyword Research
We identified high-intent local search terms with realistic ranking opportunities.
This included:
- Service-based keywords, e.g. double glazing installers + location
- Product-led searches, e.g. bifold doors + location
- Long-tail variations with lower competition
2. Optimised Landing Pages
We created dedicated landing pages aligned to search intent and built around Google’s E-E-A-T principles.
What is E-E-A-T?
E-E-A-T stands for:
- Experience, real-world knowledge of the service
- Expertise, subject knowledge and authority
- Authoritativeness, credibility within the industry
- Trustworthiness, accuracy, transparency and reliability
We applied this by:
- Writing detailed, helpful content
- Demonstrating industry knowledge
- Structuring pages clearly for users and search engines
- Adding trust signals such as contact details and service areas
3. Technical SEO Improvements
We refined the existing website to improve crawlability and indexing.
This included:
- On-page optimisation
- Internal linking improvements
- Metadata enhancements
- Site structure adjustments
4. Local SEO and Schema
We ensured consistent business information across the website and Google Business Profile.
This included:
- Adding a verified business address
- Implementing correct local schema markup
- Aligning NAP details, name, address, phone
This helped improve local relevance and visibility in map and organic results.
5. Digital PR and Backlinks
We used regional and local news outlets to publish press releases.
This delivered:
- High-quality backlinks from trusted websites
- Increased domain authority
- Faster indexing and visibility improvements
Backlinks from reputable sources are a key ranking factor and helped accelerate early growth.
Results After 4 Months
- 50+ page one Google rankings, based on tracked keywords
- 10 keywords ranking in the top 3 organic positions
- Visibility in AI-generated search results and citations
- Strong local presence established in a competitive market
Ongoing Strategy
SEO is a long-term process.
We continue to:
- Build authority through content and links
- Expand keyword coverage
- Maintain and improve rankings
- Adapt to algorithm and AI search changes
Summary
From zero visibility to a strong page one presence in just four months, Lux Glazing now competes directly with established local businesses and national brands.
