eCommerce SEO strategy delivering 116% more revenue



Aford Awards, a leading trophy, medal and engraving specialist, were looking to supercharge its search strategy. 

Working with Reflect Digital for a number of years, they had seen continued growth. Building on that strong foundation and fueled by new ambitious growth plans, they were ready to take their search game to the next level. 

They had four clear goals in mind to level up their SEO performance: 

  • Increase brand awareness 
  • Growth of organic traffic by 75% YoY
  • Increase website conversion rate 
  • 50% revenue growth YoY


Our audience-centred strategy was a winning formula from the off.  We created a measurement focused plan, always keeping the end goal in mind with every decision we made.  

Powered by our team of search specialists we combined innovative technical solutions with creative thinking. Advanced page optimisation improved ranking positions organically, notable improvements were also seen from implementing Schema markup.

Onsite optimisation was also carried out, focusing on a combination of user intent search volumes and the current search market to drive our decision making and content creation.

A backlinking strategy was put in place and quality, natural and relevant backlinks were the aim of the game. We created a calendar of link-worthy content aligned with peak industry moments such as the world cup.

Campaign focus areas:

  • Creating the World’s most expensive trophy
  • Developing relationships with Premiership clubs.
  • Engaging image-based quiz content
  • Creating topical infographics 
  • Writing relevant ‘link bait’ articles 


Organic revenue grew month on month and produced record monthly performance for the business. CRO work resulted in a 76% increase in eCommerce conversion rate.

The click-through rate from organic search positions continues to grow, and we delivered an increase of 18% CTR across main category landing pages.

Organic sessions more than doubled year-on-year as well as an increase in transaction and revenue. An all-around win for this eCommerce client. 

The campaign was also featured by;  The Sun, Liverpool FC, BBC Radio, Talksport, and the HuffPost and nominated for 'Best Use of Search' by Wirehive 100 awards

Let's deliver next level results for you


Increase in revenue



Organic traffic increase


'Best Use of Search'

UK Search Awards & Wirehive 100 awards



Increase in ecommerce conversion rate

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