Great Plates

Brand

Great Plates, as I’m sure you can tell by the name, is a number plate provider. Based in the Channel Islands, they design, build and deliver all kinds of number plates across the UK – without needing documentation (perks of being based in the Channel Islands).

Case Study

Case Study: Great Plates

How content and technical SEO grew Great Plates’ organic keyword footprint by 340% and organic traffic value by 364%

The Challenge

Great Plates entered 2025 with a narrow slice of organic visibility – a low domain authority score and a keyword footprint concentrated around a handful of core terms. The site had the product range and market position to compete far more broadly, but thin content coverage and underlying technical issues around site structure and indexation were limiting how much of that opportunity search engines could actually surface.

The Strategy

I built a two-pronged approach (that’s a fun term) designed to expand visibility and make sure that expansion could actually be found and ranked.

Content
I then developed a mixed content programme spanning new guide and blog content to capture informational search demand, new product and category pages to cover commercial intent across the full range, and a refresh of existing pages to lift underperforming content already on the site.

Technical SEO
Alongside content, I addressed site structure and indexation issues that were holding back crawl efficiency and limiting how much of the new and existing content search engines could index. I also improved Core Web Vitals performance, with some additional work on structured data to support richer search visibility.

The Results

In the twelve months from 2025 to 2026, Great Plates saw:

• +339.6% growth in organic keywords (now ranking for 888 keywords)
• +363.8% growth in organic traffic value
• +30.7% growth in organic traffic (388 → 507)
• +148.4% growth in backlinks (93 → 231)
• +34.8% growth in referring domains (89 → 120)

Boom.

Growth in volume and in reach.

Non-branded traffic, which made up 100% of the site’s organic traffic in both years, grew from 191 to 507, showing that new visibility was driving genuinely new demand rather than simply capturing existing brand searches.

Much of this growth has landed in positions 11-50, reflecting a strategy focused on building breadth and authority first. With that foundation now in place, the next phase of work is focused on converting this expanded footprint into top-3 rankings for Great Plates’ highest-value terms.