Building Digital Visibility for a New Sustainable Aggregates Brand

Ecoblend is a range of sustainable construction aggregates manufactured by Day Aggregates, part of the Day Group. The products — Ecoblend MA, RA and CA — are made from repurposed incinerator bottom ash (IBA) and recycled construction materials, offering a genuine alternative to primary quarried stone for sub-base, capping and foundation applications.

With over 1.6 million tonnes sold, 800+ projects completed and 300+ customers, the product had proven itself on site. But digitally, Ecoblend was virtually invisible. The brand had a website, a small number of product pages and a single article on IBAA — but no meaningful content strategy, limited organic rankings, and almost no presence for the commercial and educational search terms that buyers use when specifying aggregates.

The challenge was twofold: build organic visibility for a product category that most specifiers don’t yet search for by brand name, and do so in a market where Holcim, Heidelberg Materials and other major nationals were investing heavily in content and SEO.

Day Aggregates partnered with Atelier to develop and execute a digital marketing strategy that would put Ecoblend on the map — establishing it as the UK’s leading authority on sustainable recycled aggregates.

The strategy centred on three workstreams: in-depth keyword and competitor research, authoritative content creation, and ongoing onsite optimisation.

Keyword Research & Competitor Analysis

Before writing a single word of content, we conducted a comprehensive keyword research and competitor analysis to understand the full search landscape. This mapped over 50 target keywords across five clusters — core product terms, sustainability and carbon queries, technical specification searches, educational top-of-funnel terms, and application-specific queries.

The research revealed a critical insight: Ecoblend’s biggest competitors weren’t just outranking them — they were capturing entire categories of search traffic that Ecoblend had no content for. Holcim’s blog covered broad educational topics like “what are recycled aggregates” and “environmental benefits of recycled aggregates”. Heidelberg Materials had dedicated guides and a recycling subdomain. Even smaller content publishers like Reconomy and Thompson Quarries were ranking for terms that Ecoblend, as the specialist, should have owned.

The flip side was equally clear: in the IBAA-specific niche, Ecoblend had a genuine authority advantage that no generalist competitor could match. The strategy was to defend and deepen that specialism while expanding into the broader content territory competitors had claimed.

Content Creation

Using the keyword research as a roadmap, we developed a programme of authoritative, long-form content targeting the highest-value gaps. Each piece was built to serve both traditional SEO and generative engine optimisation (GEO) — structured with clear definitions, data-backed answers, and the kind of specific, citable claims that AI systems surface in their responses.

Content produced includes:

• “Type 1 Aggregate Explained” — a comprehensive guide covering specifications, testing requirements and sustainable alternatives, targeting the high-volume “Type 1 aggregate” keyword cluster
• “Recycled vs Primary Aggregate: The Complete Cost Comparison” — an objection-busting comparison piece addressing the #1 question buyers ask, with worked cost examples including Aggregates Levy savings and the density advantage
• “The Density Advantage” — a technical article explaining why Ecoblend’s lower compacted density means up to 26% less tonnage is needed to cover the same area, with worked calculations that procurement teams can use directly

Each piece was written to E-E-A-T standards, drawing on Ecoblend’s real project data, compliance credentials (BS EN 13242, SHW Clause 803/613, RPS 247) and the authority that comes from 1.6 million tonnes of proven installations.

Onsite Optimisation

Alongside content creation, we carry out ongoing onsite SEO work across the Ecoblend site — optimising page titles, heading structures, meta descriptions and internal linking to ensure both existing and new pages are technically sound. Product pages for MA, CA and RA are being refined to target commercial search terms more explicitly, moving away from brand-only language toward the terms buyers actually search.

We also identified opportunities to improve the site’s unique assets — particularly the material calculator, which no major competitor offers. This tool is being repositioned as a central conversion point, with internal links from every content piece driving users toward it.

The partnership is delivering a step-change in Ecoblend’s digital presence:

• Comprehensive content library established — from zero educational content to a growing hub of authoritative guides covering the topics buyers and specifiers search for
• 50+ target keywords mapped and prioritised, with content now ranking or in production for the highest-value terms across commercial, technical and informational intent
• Competitive content gaps identified and being closed — Ecoblend now has content competing directly with Holcim, Heidelberg Materials and Reconomy for key search terms
• GEO-optimised content structured to be cited by AI systems like ChatGPT, Perplexity and Google AI Overviews, with clear definitions, quantified data points, and FAQ-style answers
• Technical SEO foundations strengthened across the site, with improved page structure, heading hierarchy and internal linking
• IBAA authority position reinforced — Ecoblend remains the only dedicated IBAA brand in the UK with specialist content depth that generalist competitors cannot match

The content programme continues monthly, with a published editorial calendar covering technical guides on LWD testing, EPDs, SHW compliance, BREEAM credits and application-specific landing pages through to the end of 2026.