Dominating the Irish Shelving Market with eComOne’s Link Gap Acquisition Strategy
The SEO Challenge
RackZone has seen a rise in competition in the Irish shelving market which resulted in fluctuating rankings in the SERP Top 10. Competing against retail giants like IKEA, B&Q, Screwfix, Jysk, and Workplace Products for the high-value “shelving” keyword required a strategic approach to boost their online visibility.
The broad nature of the “shelving” keyword meant RackZone needed to outperform established competitors with larger marketing budgets and stronger domain authority to capture this valuable search traffic.
The SEO Strategy
eComOne implemented a comprehensive two-phase approach to elevate RackZone’s ranking:
Phase 1: CATalyst Implementation
Our proprietary CATalyst strategy focused on enhancing category page content through:
- Development of detailed, keyword-rich category page descriptions
- Strategic internal linking architecture to distribute page authority
- Creation of informative blog content focused on shelving solutions
- Addition of category-specific FAQs to address common customer queries
This initial phase boosted RackZone from their previous Top 10 position to #2 in Google search results for “shelving” in Ireland—a significant improvement, but not yet achieving the top position.
Phase 2: Link Gap Acquisition
After analysing the backlink profiles of RackZone and their competitors, we identified critical gaps in RackZone’s backlink portfolio. Our Link Gap Acquisition strategy targeted high-authority domains that were linking to competitors but not to RackZone.
Key elements of our approach included:
- Identifying authority sites linking to multiple competitors
- Creating bespoke outreach campaigns with personalised value propositions
- Developing compelling content assets to earn editorial backlinks
- Focusing link building efforts specifically on category pages rather than just the homepage
The Results
The implementation of our Link Gap Acquisition strategy delivered remarkable results:
- Rapid Ranking Improvement: RackZone climbed from position #2 to #1 for “shelving” in Ireland within just 3 weeks of implementing the Link Gap Acquisition strategy
- Increased Organic Visibility: Enhanced presence for a high-competition keyword with significant search volume
- Improved Authority: Strengthened domain and page authority metrics
- Competitive Advantage: Successfully outranked major retail competitors with significantly larger marketing budgets
Why It Worked
Our approach succeeded because it addressed specific weaknesses in RackZone’s SEO profile:
- Category Focus: While most SEO efforts concentrate on homepages, our strategy specifically enhanced category pages—the actual landing pages for “shelving” searches
- Quality Over Quantity: Rather than pursuing large numbers of low-quality links, we targeted strategic, high-authority domains
- Comprehensive Approach: The combination of on-page optimisation (CATalyst) with off-page authority building (Link Gap Acquisition) created a powerful foundation for sustainable rankings
- Competitor Analysis: By examining what worked for competitors, we identified opportunities without needing to reinvent effective strategies
Conclusion
eComOne’s Link Gap Acquisition strategy, combined with our CATalyst approach, proved decisive in helping RackZone achieve the #1 position for “shelving” in Ireland despite facing formidable competition from established retail giants.
This case study demonstrates that with targeted, strategic SEO interventions, even businesses competing against industry leaders can achieve dominant search positions for competitive keywords.
The success with RackZone showcases eComOne’s ability to identify specific ranking barriers and implement precise solutions that deliver measurable results in highly competitive markets.
We also manage RackZone’s Meta strategy.
