Case Study
Expanding Organic Discovery Beyond Product Searches
Connecting an established product catalogue with the applications, spaces and material choices customers were researching.
An established architectural materials business had an existing organic search presence. Virtually Created focused on expanding discovery by connecting its products with the applications and spaces customers were researching.
Customers Don’t Always Search By Product Name.
A customer planning a pool surround may begin with coping stones. Someone working on a patio might search for paving ideas, material finishes or suitable outdoor surfaces. Others arrive knowing the product range they want.
All of these searches relate to the same business – they don’t necessarily lead customers through the website in the same way.
The existing catalogue gave the business an established presence for its products. The opportunity was to strengthen how those products connected to the applications and spaces customers were researching, without weakening the categories that were already attracting relevant searches.
Connecting Products, Applications And Discovery.
The work concentrated on how different parts of the website supported one another.
Product & Category Discovery
Existing product ranges remained important search destinations. Their structure, content and internal relationships were reviewed and improved to support relevant product and material searches.
Application-Led Discovery
The website developed clearer routes for customers researching specific product applications and other outdoor spaces, and connecting those applications with relevant products.
Visual Discovery & Internal Linking
Project imagery, application content and internal links supported the relationship between inspiration and practical material selection. These elements helped connect the different ways customers could enter and explore the website.
Organic Discovery Expanded.
The first major increase appeared in both search impressions and clicks.
The July 2025 comparison recorded a substantial increase in search visibility, accompanied by more organic clicks. The longer-period evidence also showed that the increase was not confined to a single month. Comparable six-month impressions rose from approximately 126,000 to 225,000, while the reported average search position improved.
From 8.6K to
Monthly Impressions
June to July 2025
From 285 to
Monthly Clicks
Same comparison
From 126K to
Six-month Impressions
Comparable periods
From 13.9 to
Average Position
Reported comparison
Product Discovery Was No Longer The Only Route In.
The search evidence began reflecting a wider range of customer interests.
Alongside searches for specific materials and product categories, the website was appearing for application-related terms, outdoor-space enquiries and more specific material requirements. This mattered because the business’s products serve different purposes. A person researching materials for a driveway may be looking at the same catalogue as someone planning a patio, but their starting questions are different.
The development of application content and stronger relationships between pages allowed those different interests to connect with relevant product information. The website’s organic presence was expanding across more of the ways customers actually research and choose its materials.
A Wider Route Into An Established Product Catalogue.
The work strengthened the relationship between the business’s existing products and the wider applications customers were researching. Product categories remained important, while application pages, imagery and internal website connections created additional opportunities for relevant discovery.
The recorded search growth provided evidence of that broader visibility developing over time.