Dino Decking
Based on real UK client results
eCommerce SEO
Project Overview
Dino Decking is one of the UK's leading online suppliers of composite decking, cladding, and outdoor living products. Operating on Shopify, they faced the seemingly impossible task of competing against retail giants like B&Q, Wickes, and Homebase in organic search results. Through a carefully planned 10-month eCommerce SEO campaign, iTech Digital helped Dino Decking achieve a 501% increase in organic traffic, outrank B&Q for multiple high-value decking keywords, and grow organic revenue by 380%, proving that specialist eCommerce SEO can level the playing field against major retailers.
The Challenge
Dino Decking was operating in one of the most competitive eCommerce niches in the UK. Their product pages had basic descriptions averaging just 80 words, with no buying guides, installation information, or comparison content. Their collection pages were completely empty aside from product grids. B&Q, Wickes, and Homebase dominated page 1 for virtually every decking-related keyword, backed by massive domain authority and marketing budgets. Dino's Shopify store had significant technical issues: 340 duplicate pages from tag-based URLs, no Product schema markup, images averaging 2MB each causing 6-second mobile load times, and no blog content whatsoever. They were spending £3,000/month on Google Shopping ads as their only source of paid traffic, with organic contributing less than 15% of total revenue.
Our Strategy
Phase 1. Audit & Research: We performed a deep technical crawl identifying 340 duplicate URLs, 45 missing canonical tags, and 12 crawl errors. Keyword research uncovered 200+ decking-related keywords where major retailers had weak content, particularly long-tail queries like 'best composite decking for shady garden' and 'how to install composite decking on uneven ground'. Phase 2. Technical & On-Page: We fixed all duplicate content issues, implemented Product schema across 85 products, compressed all images (average reduction from 2MB to 180KB), implemented lazy loading, and reduced mobile load time from 6s to 2.3s. Rewrote all product descriptions to 500+ words with comparison tables, specifications, and FAQ sections. Phase 3. Content Strategy: We wrote unique descriptions for all 18 collection pages, then launched an aggressive content marketing campaign creating 24 articles over 10 months, including installation guides, comparison articles ('composite vs timber decking'), and seasonal buying guides. Each article averaged 2,500 words with custom diagrams and internal links to product pages. Phase 4. Link Building & Ongoing: We secured backlinks from 22 home improvement publications, 8 gardening blogs, and 5 architecture websites. Implemented internal linking connecting blog content to product and collection pages, driving both ranking signals and conversion paths.
Audit & Research
Technical crawl found 340 duplicates, 45 missing canonicals. Identified 200+ long-tail keywords where major retailers had weak content.
Technical & On-Page
Fixed duplicates, Product schema for 85 products, image compression (2MB→180KB), mobile speed 6s→2.3s, 500+ word product descriptions.
Content Strategy
18 collection descriptions, 24 long-form articles (2,500 words avg) covering installation guides, comparisons, and seasonal buying guides.
Link Building & Ongoing
22 home improvement publications, 8 gardening blogs, 5 architecture sites. Strategic internal linking for ranking signals and conversions.
The Results
501% increase in organic traffic
Now outranking B&Q for multiple decking keywords
Revenue from organic search up 380%
60+ keywords ranking in top 3 positions
Before & After
| Metric | Before | After |
|---|---|---|
| Monthly Organic Traffic | 1,200 | 7,212 |
| Organic Revenue (monthly) | £8,500 | £40,800 |
| Keywords in Top 3 | 3 | 60+ |
| Mobile Page Speed | 6.0s | 2.3s |
"Competing with B&Q seemed impossible. iTech Digital proved us wrong. We now outrank them for some of our most important keywords."
- Dino Decking, UK
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We delivered 501% increase in organic traffic for Dino Decking using eCommerce SEO services and Shopify store optimisation. If you sell products online and rely too heavily on paid traffic, this is the shape of moving that dependency.