The Challenge:
We’ve worked with Widdops for many years – at this point, they may well be our longest-running client! We’ve built multiple websites for them in over a decade of partnership, as well as E-Commerce upgrades and, more recently, Google Ads campaigns.
Widdops is one of the UK’s leading brush manufacturers based in Bradford who specialise in the design and manufacture of high-performance, bespoke brush solutions for industrial applications. Having over 70 years of manufacturing heritage they are trusted by industries across Europe for quality, durability, and technical excellence.
While the client was getting consistent conversions from our PPC work, they were keen to grow other channels that didn’t rely on ad spend – so came to us for advice on improving SEO.
SEO isn’t exactly a quick win – so knowing that search performance would take time to improve, we maintained the PPC alongside a new organic SEO retainer.
The keyword targeting and search intent was of particular importance on this project. Widdops have a broad customer base that covers both B2B and B2C – and rather than wanting more customers who were after, say, individual small brushes for painting, the target was after bigger orders of bespoke industrial brushers, from cleaning machines to forklift truck brush attachments to clear mass debris.
The Solution:
At Spitpixel, we approached this project through the three core pillars of SEO: on site optimisation, off site optimisation, and technical SEO. While this framework underpins all of our retainers when possible, the strategy we delivered for Widdops was fully customised, designed specifically around their objectives, target audience, and current organic search presence.
We carried out detailed keyword and competitor research to identify opportunities across industrial sectors such as manufacturing, engineering, and construction. Alongside this, we conducted a technical SEO audit, assessing everything from metadata and site structure to advanced elements like page speed, indexing, and crawlability – the Widdops site is more than a few years old now, so needed a bit of care in this regard.
With the research and audits complete, we built a strategy that prioritised actions capable of delivering the greatest immediate impact. Because Widdops is a long established leader in industrial brush solutions, we placed this at the centre of the campaign to strengthen visibility within their key market.
We began by resolving critical technical issues that had built up over time, including redirect errors, sitemap updates, and metadata across the board.
Once we had completed the more pressing technical fixes we were then free to dedicate more time to on page copy optimisation, allowing us to refine and expand content to provide greater value to users while positioning Widdops as a top brand in industrial brush manufacturing and supply.
We also explored linkbuilding strategies to build Widdops’ backlink profile, improving off-site SEO, and satisfying all three pillars.
increase in email clicks
increase in organic impressions
The Results:
Over the two years we have been working on SEO with Widdops, we have grown their organic search presence massively, helping the client gain valuable clicks as well as conversions further down the line.
When looking at the last three months compared with the same period the previous year, the client has had:
- A 64.3% increase in email clicks from organic search versus the previous year. Email clicks are the number of times users click on a, mailto: link on a website – these are valuable as they show we’re capturing search users who are ready to enquire.
- A 53.1 % increase in organic impressions recorded inside Google Search Console (UK data) versus the previous year, meaning Widdops pages were showing up in search results more frequently.
“We’re happy to have worked with Splitpixel for over a decade now, from the initial creation & then ongoing updates of both our websites alonside ongoing support with a variety of digital campaigns. Their creativity, technical expertise, and reliable service have made them a trusted partner in helping us grow and adapt online.”
Nathan
Widdops