Fusion Office Design is a long-established London and South East workspace specialist, delivering office design, fit out, furniture and refurbishment projects for organisations across the UK. Despite their strong reputation and extensive portfolio, their organic search performance did not accurately reflect the quality of their work. Rankings fluctuated, category pages lacked depth, and key service areas struggled to compete against larger national brands.
Fusion partnered with Outrank to rebuild its SEO strategy from the ground up, utilising a content-led, data-driven approach designed to enhance visibility, strengthen category authority, and generate more qualified enquiries.
The Challenge
Fusion’s website contained years of service pages, blog posts and location content, but much of it had become outdated, inconsistent or under-optimised. This resulted in:
- Weak topical authority across competitive office design and fit-out terms
- High-value pages sitting on pages 4–6 with low click-through rates
- Duplicate blog posts are competing for the exact keywords
- Outdated trend content is weighing down performance
- Furniture category pages are lacking commercial depth
- The London location pages are sitting below page one visibility
- CTR below 1% for several important transactional terms
The business required a clear, well-structured SEO plan that aligned with user intent, enhanced readability, and strengthened its domain across multiple service clusters.
Our Approach To The Campaign
Our campaign for Fusion Office Design was delivered in phases so we can build strong foundations and then grow their visibility over time.
Understanding Goals And Opportunities
Our first task was to ensure the online representation of the business matches its real life professionalism. We want users to understand immediately who they are, what they offer and how the two divisions complement each other. We also identified the most valuable search terms for each service area. We created a roadmap that allows us to target everything from national-level security terms to highly localised office design searches, such as office design Canary Wharf, Office Design Essex, and Office Design near me.
The Outrank Strategy
Our approach focused on content first, supported by technical clean-up and intent-driven restructuring. Using the Outrank CTELL model (Content, Technical, Engagement, Links, Local), we implemented a monthly SEO roadmap built around:
1. Rewriting High-Value Service Pages
2. Consolidating Duplicate Blog Posts
3. Strengthening Furniture Category SEO
4. Improving Visibility for Essex and South-East Service Page
5. Re-optimising Metadata Across the Site
6. Cleaning Up Technical Weaknesses
Enhancing User Engagement
By rewriting content into short, clear, readable formats, we improved behaviour signals. New pages now:
- Hold attention longer
- Answer user questions more directly
- Reduce bounce rates
- Drive more form interactions
This is essential for ranking in competitive local markets.
The Results
After the first phase of work, Fusion Office Design saw improvements across Search Console, Analytics and SEMrush:
- Organic Visibility Up 14%
- 178 Keyword Improvements
- Key Terms Lifted Significantly
- Organic Sessions Up 12%
- CTR Increased on Priority Pages
- Lead Activity Up 10–12%
- Clearer Content Structure Leading to Higher Engagement
A Stronger SEO Foundation for the Future
Fusion Office Design now has a more consistent and authoritative content structure, supported by clear, intent-driven pages. Duplicate posts and outdated articles have been replaced with stronger, evergreen content, improving topical relevance across office design, fit-out, refurbishment, and furniture categories.
Most importantly, the new content strategy gives Fusion a long-term foundation. With stronger internal linking, improved location relevance and a more focused content footprint, they are well-positioned for sustainable growth in 2024 and beyond.
Want Results Like This?
If you’re looking to strengthen your online visibility, increase organic leads and build an SEO strategy tailored to how your customers search, our team is here to help.
Contact Outrank today to discuss your goals and start building a results-driven SEO plan.