Campaign Summary

With very little search visibility and a poorly structured site that wasn’t targeting the right keywords, Bath based Bag Workshop got in touch after finding us at the top of Google search, wanting frank and honest advice and an effective SEO strategy. After restructuring their new website with a properly informed keyword strategy, we saw results come in pretty quickly. 

A great team that really got to grips with our business.

Steve Hill, Director, Bag Workshop


Increase in Organic Traffic Year-on-Year


Increase in Online Enquiries

A great team that really got to grips with our business and accelerated our digital presence.

Steve Hill, Director, Bag Workshop

Bag Workshop website in a tablet

About  Bag Workshop

Founded in 2005 by Steve Hill, Bag Workshop began producing branded golf related products in the south of France before expanding into branded bags and a more international audience. Part of the Wurlin Group, which also owns Umbrella Workshop (another one of our clients), the company has worked with many household brands, helping them promote themselves across a range of bespoke products, from laptop bags to tote bags.

The Challenge

When Steve approached us in January 2017 the Bag Workshop website had a very flat architecture and wasn’t targeting the right keywords. This had led to very poor performance on search engines, resulting in very few inbound website enquiries. Those enquiries they did get tended to come via repeat business or referrals.

Bag Workshop had approached other SEO agencies in the past but were immediately taken by our no-nonsense attitude and transparency about what was involved. Having a long term relationship built on trust and quality of advice was paramount to Bag Workshop.

Bag Workshop
The Bag Workshop

The Implementation

The first stage was to rebuild Bag Workshop’s website, a process we fed into by providing strategic advice and guidance. We initiated in-depth competitor research in order to start identifying target keywords and planning the restructure of the website. This would allow us to focus our efforts on the primary terms potential customers might use.

We then began adding products that hadn’t been added to the original site and building in categorisation as the website wasn’t structured properly and had no keyword focus. The on-site optimisation process looked at hundreds of pages and this was also started early on in the campaign, continuing over a number of months.

We then created a blog content plan aimed at Bag Workshop’s ideal clients, focusing on topic areas like promotional marketing, promotional products and branding and brand marketing in general.

Once we had a good body of content on the blog we began link building to it through guest blogging by reaching out to our network of trusted B2B bloggers across a range of business and marketing related blogs. This enabled us to begin building up the domain authority of the site, by deep linking to blog articles as well as service pages.


Bag Workshop began to see search visibility improving pretty quickly off the back of our SEO activity, which began in January 2017. Within three months they were already seeing significant growth and within six months they were ranking on page one for many of their target keywords.

With a 70% increase in organic traffic year on year, 2019 saw 730 leads generated by organic search traffic, representing a 33% increase in online enquiries.

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