Case Study: How a UK Soft Play Manufacturer Doubled Sales Through SEO Growth
An 18-month transformation driven by content strategy, technical SEO and visibility across commercial search terms.
A UK-based soft play equipment manufacturer approached Vertex Media to help expand its online visibility and drive more direct sales through organic search.
The company designs and builds indoor and commercial soft play products from modular frames to full play installations; serving both business buyers and families across the UK.
Before working with us, their website generated limited traffic from search engines, relying heavily on word-of-mouth, Google ads with high customer acquisition costs and trade partnerships. Despite having an excellent product range, they lacked a consistent SEO strategy or content plan to compete with larger national suppliers.
“Working with Brad & Remel has opened my eyes to the possibilities of good marketing. We’ve more than doubled our sales in the 18 months of working with them and continue to grow. Thanks for everything!”
— Company Owner
The Challenge
When Vertex Media began working with the brand, the website had minimal organic authority and a narrow set of ranking keywords — primarily for branded or low-intent terms.
The goal was clear:
Improve visibility for non-branded, commercial search terms like soft play equipment, soft play to buy, and indoor soft play equipment
Increase qualified enquiries and sales through sustained SEO growth rather than short-term ads
Build topical authority across soft play-related products and installation services
The SEO Strategy
1. Keyword & Content Mapping
We performed a full keyword mapping exercise to identify gaps and opportunities across both consumer and commercial intent. The focus shifted from brand mentions to purchase-driven, non-branded phrases such as:
“soft play equipment for sale”
“soft play to buy”
“indoor soft play equipment for home”
“commercial soft play equipment UK”
This helped capture a broader audience of parents, schools, nurseries, and leisure venues searching for tailored play solutions.
2. On-Page & Technical SEO Optimisation
We optimised metadata, header structures and schema markup to improve indexation and clarity for search engines. Internal linking was re-engineered to strengthen authority across product pages and help distribute link equity effectively.
3. Content Expansion & Product SEO
New category and product descriptions were developed to align with keyword clusters, using a mix of educational and commercial content. This positioned the site as an expert resource for both buying advice and safety information in the soft play space.
4. Local SEO & Conversion Tracking
We implemented regional landing pages for UK-wide coverage and set up GA4 event tracking to monitor quote requests and conversions accurately, helping attribute organic sales growth to SEO activity.
The Results
The graph below compares the last 6 months vs the previous 6 months, showing continued upward movement — part of a wider 24-month trend since partnering with Vertex Media.
Performance Summary
| Metric | Last 6 Months | Previous 6 Months | Change |
|---|---|---|---|
| Total Clicks | 9.74 K | 7.0 K | +39 % |
| Total Impressions | 788 K | 536 K | +47 % |
| Average CTR | 1.2 % | 1.3 % | –0.1 pp |
| Average Position | 17.6 | 20.8 | +3.2 positions |
Top Non-Branded Keyword Growth
| Keyword | Clicks (Last 6 M) | Clicks (Prev 6 M) | Growth |
|---|---|---|---|
| soft play equipment | 534 | 238 | +296 |
| soft play to buy | 137 | 37 | +100 |
| soft play set | 103 | 34 | +69 |
| indoor soft play equipment for home | 91 | 40 | +51 |
| soft play frame | 81 | 53 | +28 |
These gains represent a clear shift from branded to high-intent commercial keywords — a strong signal that searchers now discover the brand through organic SEO, not just direct or referral traffic.
The Impact
Over the full 24-month partnership:
Organic traffic has more than increased 8x
The brand now ranks prominently for multiple competitive “soft play” searches nationally
Lead volume and online sales have more than doubled, with consistent month-on-month growth
SEO now accounts for a majority of new business enquiries
The Takeaway
This case illustrates how sustained, data-driven SEO can deliver measurable revenue growth even in niche manufacturing sectors.
By targeting intent-based keywords, optimising site architecture, and expanding category content, the brand successfully repositioned itself from a regional supplier to a national player in the soft play manufacturing market.
Vertex Media’s Role
We continue to support the company with:
Ongoing SEO and analytics tracking
Seasonal content planning
Link-building and digital PR campaigns to reinforce domain authority
Looking for an SEO agency for your Manufacturing company?
Let’s discuss how SEO strategies can transform your business.
