CLIENT STORY · SEO · HOSPITALITY SUPPLIER · UK / FRANCE / SPAIN
How SEO increased enquiries by 3x for a specialist hospitality supplier
How do you attract the attention of hotel groups, conference venues and hospitality professionals looking for specialist furniture, fabrics and equipment?
Forbes Group operates in a competitive B2B market, supplying products to some of the world’s best-known hospitality venues. SEO has helped the business improve its visibility, reach relevant buyers and generate more commercial enquiries.
Forbes Group • UK, France, Spain • SEO
THE RESULT
3x
enquiries
Year-on-year growth in enquiries
THE BUSINESS
Specialist products for the hospitality industry.
Forbes Group is a British manufacturer and supplier of furniture, fabrics and equipment for the hospitality sector.
Its products include conference and banqueting furniture, tablecloths, table skirting, chair covers, hotel luggage trolleys and room service equipment.
Its customers include hotels, conference and wedding venues, restaurants and other hospitality businesses, from independent venues to internationally recognised hotel groups.
With a wide product range, bespoke options and an established reputation, Forbes Group has plenty to offer. The challenge was making sure potential customers could find those products when searching online.
THE CHALLENGE
Getting specialist products in front of the right buyers.
B2B purchasing journeys are often quite different from consumer buying. Customers may be researching specific products, comparing suppliers or looking for a bespoke solution to a particular operational requirement.
Forbes Group needed to improve its visibility across a broad range of product and commercial searches.
The key challenges included:
- Competing with established suppliers in a specialist market.
- Making a large and varied product catalogue discoverable.
- Reaching buyers searching for specific furniture, fabrics and equipment.
- Attracting relevant enquiries rather than simply increasing website traffic.
THE APPROACH
A long-term SEO strategy focused on commercial visibility.
Working with Forbes Group over several years, the focus has been on strengthening its search presence and making its products easier for prospective customers to discover.
Website migration
Managing the migration of the website from a WordPress website to a custom developed website to meet the need for a clean structure.
Technical SEO
Monitoring search engine accessibility, crawling and indexing and co-ordinating with the web developer.
Product & category optimisation
Improving the visibility of important product ranges and commercial landing pages.
Keyword targeting
Identifying the searches used by hospitality professionals looking for specific products and solutions.
Content development
Creating and improving content to support product discovery and address customer requirements.
Ongoing optimisation
Monitoring performance, identifying opportunities and refining the website as the market and search landscape evolve.
WHAT CHANGED
More enquiries and a stronger organic contribution.
Organic search accounts for approximately 73% of enquiries.
3x
enquiries with year-on-year growth
7x
increase in impressions
8+
years client relationship
The results highlight the value of organic search as a source of commercial opportunities for a specialist B2B supplier.
Results are based on the performance figures supplied for this client engagement. Enquiry volumes can vary over time and are not a guarantee of future results.
IN THE CLIENT’S WORDS
“We have worked closely with Annette for the last 6 years and have always found her straightforward and honest approach really easy to work alongside. She has worked diligently on our website to great effect and increased our presence and website conversions.”
Laura Castle · Forbes Group
THE TAKEAWAY
SEO can deliver long-term value for specialist B2B businesses.
For businesses with a diverse product range and a specialist customer base, organic search offers an opportunity to reach buyers at the point they’re researching products and suppliers.
Forbes Group demonstrates the value of consistent SEO investment: building visibility across a wide range of commercial searches and generating opportunities over the longer term.
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