N.A.W Controls is an established electrical controls and components supplier with strong brand equity and a deep product catalogue. They wanted a stable, compounding growth channel to strengthen digital visibility before leaning into heavier paid investment.
Scope of work
SEO
They wanted a dependable growth corridor and were not running meaningful paid media.
Categories and subcategories existed, but products were buried, reducing relevance and ranking potential.
Competitors began using Shopping placements, creating a clear visibility threat in product-led searches.
How we turned catalogue depth into searchable demand capture.
The site had strong taxonomy, but categories lacked product presence. We restructured category experiences so products were visible and accessible throughout, not only at the end. This increased relevance and unlocked many more pages that could credibly rank.
By surfacing products higher on key categories, we increased Search Console page visibility and created more ranking opportunities across core commercial pages.
We targeted key categories such as distribution boards and improved their visibility. This delivered measurable uplifts, including a 37% increase in clicks and top-three rankings for priority terms.
With ~6,000 products and no Merchant Center presence, they were missing a major demand layer. We introduced Shopping feed as a growth lever, unlocking ~300 incremental clicks per month from product-led searches that previously went to competitors.
We turned existing catalogue depth and brand equity into measurable organic growth by making category pages rankable and expanding capture through Shopping visibility.
This uplift came from restructuring categories so products were visible and indexable where buyers actually search. Once category pages carried real commercial relevance, rankings expanded quickly, and Shopping feed capture added incremental demand on top of organic growth.
01
From 300 to 620 page-one rankings.
02
Six months on six months uplift.
03
For distribution boards category performance.
04
Products surfaced across category layers.
05
Merchant Center introduced for 6,000 products.
06
Top rankings secured for core terms.
