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Impressions tripled from 5,980 to 15,670 – SEO for Aliwood
Aliwood | premium aluminium roof lanterns, designed and manufactured in the UK.
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The Challenge
Aliwood Roof Lanterns came to Crucible as a newer brand in a competitive niche, with limited organic search presence and a lot of ground to make up against more established competitors. The goal was to build visibility from a low base, getting Aliwood in front of architects, builders and homeowners actively searching for premium roof lantern products.
Working with an industry specialist
What we did
Crucible worked across technical SEO and on-page optimisation to give the site a solid foundation, while developing a keyword strategy built around both core commercial terms and longer-tail niche searches where Aliwood could realistically compete.
Rather than chasing the most contested terms immediately, the approach focused on building topical authority steadily, targeting searches like “octagonal roof lantern”, “rectangular roof lantern” and “timber roof lanterns” where ranking was achievable and intent was high.
Results
The growth in organic visibility has been significant. Comparing a two-week window in October 2025 with the equivalent period in March 2026, impressions nearly tripled from 5,980 to 15,670, and organic sessions doubled from 202 to 404. Engagement rate jumped from 36% to 67%, indicating not just more traffic but better-quality traffic.
Average position improved from 63 to 47, and 53% of all tracked keywords are now ranking in the top 30. On specific product terms, the results are even sharper, “octagonal roof lantern” and “rectangular roof lantern” both moved from unranked to position 3, putting Aliwood on the first page for searches that carry real purchase intent.
In a single two-week period in March, organic traffic contributed to £11,208 in quoted enquiry value.
Momentum
With core rankings now established, the focus shifts to pushing commercial terms further up the page and scaling content to build the topical authority needed to compete on broader, higher-volume searches. The foundation is in place — the next phase is growth.
