Modus Fireplaces SEO Case Study 🔥

Modus Fireplaces is a UK-based company specialising in bespoke, contemporary fireplace designs. With over 30 years of experience, they offer a diverse collection, including wall fires, double-sided fireplaces, hanging fireplaces, outdoor fireplaces, and high-efficiency gas fires. Their designs are tailored to individual preferences, collaborating with clients to create unique fireplace solutions.

On-Page SEO: We improved the page structure of key pages to improve search engine visibility. We also optimised heading structures with niche relevant keywords and knitted key pages together with internal links.

Technical SEO: We helped identify and clear up a wide range of technical issues that were facing the site when we came on board.

SEO Content Strategy: We also helped craft Modus' content and shape it to be as SEO-friendly as possible. This took the form of regular research, blog briefs, and other content recommendations.

Adding a Spark of SEO

Starting in April of 2020, coming from a long-time SEO provider of whom the client had been close with, Modus' owner was really concerned about keeping that progress and making sure he could go to the next level. With that in mind, he joined StudioHawk on a base level campaign of £300 per month, to ensure Modus Fireplace’s SEO was well-looked after and would continue to soar.

Play With Fire & Your SEO Gets Burned

Modus Fireplace’s website has an array of on-site SEO issues ranging from unoptimised titles, meta descriptions, image optimisation and unoptimised heading tags. Their UX needed some tweaking so that visitors could navigate through the site easily. 

Another focus was on optimising Technical SEO, as there were potholes that needed to be smoothed over to help Google navigate the site. Alongside these technical issues, one of the key challenges we faced were the large amount of toxic backlinks pointing to the site and hurting its technical health. Our objective here was to cut these off each month in order to clean their backlink portfolio, and make sure all links were genuine and sat within their niche relative.

On top of this, Modus Fireplace’s Google my Business listing lacked key information that described their business or products, and wasn’t making full use of the listing as a channel. We set out to update all the information to be consistent with the website, uploaded more photos of the products and installations, improved the business description and added their key product, and to increase signals for Modern Fireplaces and Gas Fire searches.