218%
Increase in traffic
88%
Increase in domain authority
300%
Increase in conversions
“After 11 years together, we know we can trust Zest to spot those creative, game-changing opportunities and execute on their ideas. We’re thrilled with the results!”
James Woollard, Managing Director at Polythene UK
Objectives
Polythene UK is the leading independent provider of polythene products in the United Kingdom, delivering a range of polythene bags, films, wraps, covers, and liners to a variety of sectors. They also share our passion for the environment, with many of their products 100% recyclable or compostable.
And as Zest’s longest-standing client (11 years and counting), we’ve been with Polythene UK for almost every step of their epic journey — from early startup to established industry leader.
In that time, many key digital marketing disciplines have evolved, so our techniques have had to evolve along with them. This is especially true of link building, a crucial part of search engine optimisation (SEO).
Our objective: build new links to increase quality search traffic and boost conversions.
Strategy
So, to maintain and grow the strong online presence we’d built for Polythene UK over the years, we encouraged them to invest in a link building campaign centred around a specific product.
But before we explain how we did it, first thing’s first…
Action
We began our link building campaign for Polythene UK by selecting a particular product range to build links to. This is where link building can be incredibly effective, as pointing links at a specific page can help elevate that page in the search results. And with higher rankings comes more traffic and the potential for increased conversions.
We also considered the authority of the sites we were approaching. By ensuring that we were only working with quality websites (and websites Polythene UK would happily associate with online), we could be confident that the links we were building would produce results.
This is particularly important when we’re identifying link building opportunities. We don’t just take a website’s domain authority at face value. We want to understand the amount of traffic it receives, how engaged and relevant its audience is, and if the site’s brand and content fit with our client’s.
Results
By focusing on link quality over quantity, we were able to deliver some eye-catching numbers for Polythene UK:
- A 47.5% increase in links (as we mentioned earlier, the number of links doesn’t always enhance authority — it’s all about the quality of links).
- This resulted in an 88.9% increase in domain authority (meaning Polythene UK’s website is now considered even more trustworthy in the eyes of the search engines).
- And this boost in authority helped deliver a 218.8% increase in traffic.
The best part? The byproduct of increasing domain authority is that the site ranks higher for relevant keywords, which means the site traffic tends to be higher quality, too. And higher-quality traffic often brings an increase in conversions.
The bottom line: our link building efforts on behalf of Polythene UK delivered a whopping 300% increase in conversions!
Growth team
Ollie H
Head of Client Services
Rachel B
Head of Digital
Alex C
Senior PPC Specialist
Through our Zest For Life initiatives, we’re committed to sustainable growth; both in business and the environment.
