119% Organic Revenue Growth Through Ecommerce SEO

Associated Pallets supply both new and used wooden and plastic pallets to businesses across the UK. For years the company operated with a traditional brochure website, handling all sales offline through phone calls and direct enquiries. When the business made the strategic decision to launch a full ecommerce store and sell pallets online, the marketing approach needed a complete rethink.

The challenge was fundamental: a strategy built around generating calls and enquiries had to pivot to one that drove online sales and grew basket revenue. The audience treats pallets as a commodity — they search for the right specification, compare options, and order. Capturing those buyers at the point of purchase, rather than simply driving traffic, required an SEO strategy engineered specifically for ecommerce performance. Associated Pallets came to Atelier to make that transition work.

Content built for commercial intent

Extensive keyword research revealed that broad commercial terms — “pallets”, “wooden pallets”, “plastic pallets” — offered the strongest opportunity to reach buyers at the moment of purchase. Rather than chasing long-tail informational queries, the strategy prioritised the terms that signalled buying intent.

A programme of in-depth content was developed in line with Google’s E-E-A-T guidelines, including buyer’s guides and specialist articles covering topics such as ISPM wood treatment. These pieces grew in popularity month on month, with several ranking in rich snippets and prominent positions for pallet-related searches. The content programme also served to defend existing rankings against rising competition.

Technical and onsite optimisation

Individual product pages were optimised with strong semantic markup, enriched product information, and improved page structure to maximise visibility across product searches. Sitewide speed improvements and Core Web Vitals optimisations were carried out to deliver a faster, smoother user experience — satisfying both customers and Google’s technical requirements.

Targeted backlink outreach

All local citations were maintained and updated, then the focus shifted to acquiring quality industry backlinks from sites related to logistics, building materials, DIY and renovation, and warehouse management. This activity strengthened the domain’s authority and reinforced the site’s trustworthiness in Google’s assessment of ecommerce credibility.

The three-pillar strategy delivered strong commercial results across Associated Pallets’ ecommerce operation.

• Plastic pallet organic revenue grew by 119%, more than doubling sales from organic search
• Wooden pallet organic revenue increased by 45%, driven by improved rankings for high-intent product terms
• Total organic users up 28%, with growth across both new customer acquisition and returning visitors
• Content pieces ranked in rich snippets for key pallet buying and information searches, capturing prominent SERP positions
• Domain authority improved through strategic backlink acquisition from relevant industry publications
• The shift from brochure site to ecommerce store was matched by a complete transformation in organic performance — with SEO now driving meaningful, measurable revenue rather than just enquiries