David Morris
Optimising David Morris’ digital footprint with impactful, multi-faceted SEO
Putting the UK's #1 commercial tile specialist at the top of search
SectorB2B, Home & Garden
TimeframeOngoing Service
ServiceSEO
The Project
Building a robust SEO strategy to help Parkside capture more search demand
Parkside Architectural Tiles is the UK's number one specialist commercial tile distributor and part of Topps Group. With design studios in London, Leicester, Manchester, and Glasgow, Parkside serves architects, interior designers, and contractors delivering projects across hospitality, residential, and large-scale commercial developments.
As the agency behind the Parkside website, we were ideally placed to build an SEO strategy that matched the authority of their brand and the depth of their product offering.
The Strategy
Increasing visibility across every stage of the specification journey
Parkside operates in a sector where purchase decisions are driven by specification — architects and designers search with intent, and ranking at the moment of product research is critical. Our strategy focused on establishing Parkside as the definitive online authority for commercial tiles in the UK, targeting both product-level and informational search terms to capture demand at every touchpoint.
From product category pages through to project showcases and technical resources, every element of the site was aligned to a cohesive keyword strategy built around how Parkside's core audience actually searches.
The Strategy
Increasing visibility across every stage of the specification journey
Parkside operates in a sector where purchase decisions are driven by specification — architects and designers search with intent, and ranking at the moment of product research is critical. Our strategy focused on establishing Parkside as the definitive online authority for commercial tiles in the UK, targeting both product-level and informational search terms to capture demand at every touchpoint.
From product category pages through to project showcases and technical resources, every element of the site was aligned to a cohesive keyword strategy built around how Parkside's core audience actually searches.
- Build category-level authority for high-intent terms such as "commercial floor tiles" and "architectural tiles UK"
- Optimise product category pages for tile type, finish, and application-specific search queries
- Develop location-targeted content to support Parkside's four UK design studio locations
- Strengthen topical authority through a well-structured insights and news content programme
- Leverage Parkside's sustainability credentials and EPD library to capture specifier-focused search traffic
- Implement technical SEO improvements to support crawlability and indexation across a large product catalogue
The Solution
How we optimised pages that speak directly to specifiers
Having built the Parkside website, our team understood the architecture of the platform inside and out. This meant we could implement SEO improvements at a structural level, not just at the surface.
We developed optimised landing pages for Parkside's most commercially significant tile categories, aligning page content, metadata, and internal linking to target the terms that matter most to their audience.
We also worked to activate Parkside's strong content assets: their project portfolio, sustainability hub, EPD library, and technical services pages were optimised and better interconnected, creating content clusters that reinforce topical authority and drive qualified organic traffic.
The Solution
How we optimised pages that speak directly to specifiers
Having built the Parkside website, our team understood the architecture of the platform inside and out. This meant we could implement SEO improvements at a structural level, not just at the surface.
We developed optimised landing pages for Parkside's most commercially significant tile categories, aligning page content, metadata, and internal linking to target the terms that matter most to their audience.
We also worked to activate Parkside's strong content assets: their project portfolio, sustainability hub, EPD library, and technical services pages were optimised and better interconnected, creating content clusters that reinforce topical authority and drive qualified organic traffic.
- Create optimised tile category landing pages
- Build out location-specific content
- Implement structured data and technical SEO across key product and project pages
- Develop content clusters linking sustainability credentials, EPD documentation, and product ranges
- Expand the project portfolio with SEO-optimised entries
- Optimise internal linking to surface high-value content
Driving measurable growth through organic search
+59.3%
Conversions
Increase in same orders between March 25 and March 26
+29%
Keywords
Priority keywords ranking in the top 3
+33%
Keywords
Priority keywords ranking at number 1
It’s been fantastic collaborating with the Imaginaire team!
Imaginaire have been super proactive and approachable throughout the entire journey, always taking our initial ideas and accelerating them into brilliant concepts and final ideas with the user experience always at front of mind
"Katie Hill, Brand Manager at Parkside"
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