BTL Timber is a long-established timber merchant based in Bishop Auckland, supplying fencing, gates, sheds, garden buildings and made-to-order timber products both online and in store. Although the business had a strong local reputation, its online visibility wasn’t reflecting its full potential. Competition in the area had grown, and BTL Timber needed a strategy that increased website traffic, strengthened local search presence and turned more online visitors into paying customers.
Our goal was clear: build a comprehensive search foundation that worked for both sides of the business – the e-commerce catalogue and the physical timber yard/show site. Through a blend of SEO, content strategy, local optimisation and niche authority building, we helped BTL Timber reach more customers across County Durham and convert them at a higher rate than ever before.
Local Timber Merchant Operating Online and In Store
As professional timber merchants in County Durham, BTL Timber offers an extensive range of products for local homeowners, landscapers and tradespeople. With a large physical footprint and an online shop covering multiple collections, they needed improved visibility across all service categories to compete effectively and attract higher-intent customers.
Main services included:
- Timber fencing and gates
- Sheds and outdoor buildings
- Elite garden rooms
- Decking and cladding
- Timber posts, rails and associated accessories
- Made-to-order garden structures
By understanding their product depth, user intent and how customers typically search for timber merchants, we developed a content-led strategy that boosted relevance, search visibility and buyer engagement across the site.
SEO Content Creation
We upgraded BTL Timber’s website with SEO-optimised category content designed to improve clarity, keyword targeting and product-led search performance. Each major collection – including fencing & gates, sheds & garden buildings and garden rooms – received refreshed copy aligned with user search behaviour and commercial intent. This made it easier for customers to compare products, trust the information and make informed buying decisions.
We also introduced a structured approach to ongoing content, improving the internal linking across seasonal pages and high-value product categories. This supported authority building across the site and helped search engines better understand the hierarchy and purpose of each page, resulting in stronger rankings and a smoother user experience.
Local Optimisation
For a business operating both online and at a physical location, local optimisation was essential. We improved BTL Timber’s Google Business Profile with optimised descriptions, product categories, imagery, service areas and keyword relevance. This significantly improved visibility across local map results for key searches.
We also refined their directory listings and NAP consistency across trusted online citations. Ensuring accurate details across platforms strengthened their local authority, improved map-pack ranking signals and made it easier for nearby customers to find the shop, showroom and product collections.
Niche Backlink Acquisition
To boost long-term domain authority, we implemented a targeted backlink acquisition plan focusing exclusively on relevant industry and regional sources. Rather than chasing volume, we secured links from high-quality sites connected to landscaping, garden buildings, DIY and local home improvement. These niche authority signals supported sustainable ranking improvements and increased search trust around their core product categories.
We also developed content assets that naturally attracted backlinks, such as guides on fencing selection, shed maintenance and choosing the right timber for outdoor structures. These have helped reinforce BTL Timber’s expertise and improved organic visibility for both informational and transactional searches.
The Result
After the improvements, BTL Timber saw noticeable increases in website conversions, product enquiries and add-to-basket actions across their key collections. More customers were landing on the right pages, finding relevant product information and moving further along the buying journey. The enhanced content also improved ranking stability for competitive keywords, driving a steady rise in organic traffic.
Offline, the business experienced increased foot traffic to their physical yard and garden building show site. Improved GBP visibility, better local rankings and optimised local citations helped more customers discover BTL Timber as a trusted local supplier, leading to stronger in-store sales and a consistent uplift in real-world enquiries.
Want Similar Success? Outrank Can Help!
If you want to grow your online visibility, boost conversions and bring more customers through your doors, Outrank can help. Our tailored SEO, content and local optimisation strategies deliver results that matter – both online and in store. Get in touch today and let’s build your next success story.