When we first started working with Newland Floors and Doors, we recognised right away that they were an ambitious online retailer with a strong product range and the potential to scale significantly with the right digital strategy. As a business specialising in high quality flooring and doors, they compete in a crowded national market, so visibility, user experience and conversion optimisation all play a vital role in their long term success. Six months into our partnership, we are continuing to build a strategy that combines SEO, Google Ads and ongoing digital improvements to support their growth.
Who Newland Floors and Doors Are
Newland Floors and Doors supply a wide range of home improvement products through their online store. Their catalogue includes:
- Laminate flooring
- Hardwood flooring
- LVT flooring
- Internal doors
- External doors
- Door furniture
- Flooring accessories
Their products appeal to homeowners, landlords, tradespeople and anyone carrying out a renovation project. They offer reliable, stylish and high quality materials, and through our partnership, we are helping them ensure their ideal customers can find these products online with ease.
Why E-commerce SEO Matters For Newland
Unlike service based businesses that rely heavily on local searches, e-commerce retailers need strong national visibility and a clear structure that supports both category level and product level optimisation. Newland Floors and Doors sell throughout the UK, which means they must compete with large established retailers while still building their own unique identity.
E-commerce SEO requires a different approach, which is why we focus on:
- Strong, optimised category pages such as laminate flooring and internal doors
- Detailed product pages with unique content, specifications and conversion focused layouts
- A clean navigation structure that supports browsing and helps search engines understand product groups
- Long tail commercial keywords, for example best laminate flooring for bedrooms or modern white internal doors
- Balancing organic growth with paid search campaigns for maximum reach
Our aim is to help Newland Floors and Doors become a trusted online supplier that customers feel confident buying from, whether they need a single internal door or flooring for an entire renovation.
Our Strategy For Newland Floors and Doors
To support their growth, we created a multi-layered digital strategy that blends long term SEO improvements with immediate results from Google Ads.
Understanding Business Goals And User Intent
Because Newland sell both flooring and doors, but each category attracts different user behaviour, we analysed how customers browse, what they search for and what motivates them to buy. Someone searching internal doors may be at the early research stage, while a user searching oak internal door 1981 x 762 x 35 mm is almost ready to purchase. This insight shapes our keyword strategy, content plan and overall approach.
E-commerce SEO Foundations
We have been strengthening the structure and performance of the Newland website to support both search visibility and user experience. Our work includes:
- Optimising key categories such as laminate flooring, engineered hardwood flooring, oak doors and internal doors
- Expanding and improving product descriptions with high quality unique content
- Enhancing internal linking and product filtering
- Ensuring strong metadata, product schema and technical optimisation
- Improving the customer journey to increase conversions
Content That Supports Both Research And Buying Intent
Customers often need guidance before they feel ready to buy. We are producing helpful content that explains flooring types, offers door selection advice, compares materials and answers common customer questions. This type of content builds authority and supports Newland as both a retailer and a trusted knowledge source.
Google Ads Campaigns To Drive Immediate Sales
While SEO builds long term growth, Google Ads allows us to deliver targeted sales from day one. Our Google Ads activity includes:
- Shopping campaigns promoting key flooring and door products
- Search campaigns targeting high intent product terms
- Retargeting campaigns to recapture users who viewed products but did not convert
- Category level ads to support broader commercial searches
This dual approach ensures Newland appear throughout the buying journey and capture ready-to-buy customers.
Building Trust And Enhancing User Confidence
We are also strengthening trust signals across the website, including improved product detail, clear delivery and returns information, strong customer support visibility and consistent design across categories. These improvements help increase conversions and reduce barriers to purchase.
Why This Matters For Ongoing Growth
Combining SEO and Google Ads gives Newland Floors and Doors the best of both worlds. Paid campaigns bring immediate revenue while SEO builds a strong foundation for long term organic growth.
This means:
- Higher visibility for key categories like laminate flooring and internal doors
- Increased traffic to high converting product pages
- Stronger user experience that encourages customers to buy
- Improved conversion rates through clearer information and navigation
- A more established online presence in the flooring and doors market
Looking Ahead
More than six months into our work together, we are continuing to refine and enhance Newland’s digital performance. Our focus remains on driving traffic, boosting conversions and strengthening their position as a leading online supplier of flooring and doors. With ongoing SEO, continuous content development and further optimisation of their Google Ads campaigns, we are confident that their online presence will continue to grow.
Any e-commerce business looking to scale can benefit from the same strategic approach we are applying with Newland Floors and Doors. If you want to increase your online visibility and sales, we are here to help you move forward.