Project Summary

JR Flooring is a specialist safety flooring supplier. Their products and range were strong, but Google was changing how search results look. AI-generated answers and extra ads now sit above the organic listings, which made it harder for buyers to find and choose JR Flooring.

About Client

Client: JR Flooring
Industry: Safety Flooring Supplier
Website: jrflooringdirect.co.uk

The Team

Project Results

By the end of the six month campaign, JR Flooring was getting 50% more clicks from Google and had climbed six places on average. The growth didn’t stop there. Without any further work, clicks have kept rising, rankings have moved close to page one, and more searchers are choosing JR Flooring over the AI Overview.

The Numbers

+88%

increase in clicks

+50%

clicks by end of campaign

10.7

average position, from 22.4

2.4%

click-through rate, from 1.0%

The Problem

Google’s search results look very different from a few years ago. AI Overviews now appear at the top of many searches and often answer the question before anyone scrolls. New Sponsored Results take up even more space, so organic listings end up much further down the page.

This is happening across the industry. Businesses are appearing in more searches than ever but getting fewer visits from them. JR Flooring was seeing the same trend. On top of that, bot traffic made their figures look different from how the site was really performing, until it was filtered out in September 2025.

JR Flooring needed to compete for attention against AI answers and paid ads, and make sure the right buyers were finding and choosing their pages.

The Solution

To tackle this, we focused on the pages that matter most to JR Flooring’s customers:

1. Category Page Improvements

  • FAQ sections added to the main category pages, answering what buyers want to know before they buy
  • Category pages optimised so each one clearly matches what people are searching for
  • Page titles improved so JR Flooring’s listings stand out in Google and earn the click, lifting click-through rate (the share of people who see a listing and choose to visit)

2. Product Page Optimisation

  • Regularly stocked products optimised so they’re easier to find for the searches that matter
  • Industry-specific product pages and categories built, so buyers from particular sectors land straight on the right range

3. Internal Linking & Content

  • Stronger links between related pages, helping both customers and Google move easily through the site
  • Blogs published around brand-specific product questions, reaching buyers who are already comparing products

The Outcome

The campaign delivered clear, measurable growth, and it has kept building since:

KPIBeforeEnd of campaignNow
Clicks (3 months)5.65k8.49k10.6k
Average position22.416.410.7
Click-through rate1.0%1.7%2.4%
  • +50% clicks by the end of the campaign compared with the previous three months (5.65k to 8.49k)
  • 6 places higher on average by the end of the campaign (22.4 to 16.4)
  • +88% clicks from the start of the campaign to now (5.65k to 10.6k over three months)
  • Average position of 10.7, up from 22.4 and now close to page one
  • Click-through rate up from 1.0% to 2.4%, meaning nearly 2.5 in every 100 people who see JR Flooring in Google now click through, compared with 1 in 100 before

Key Takeaways

This project showed that organic search still works, even with AI Overviews and ads taking up more of the page. By making category pages more useful, sharpening how JR Flooring appears in search results and answering the questions buyers ask, we gave searchers a reason to click through instead of stopping at the AI answer. The work also kept paying off after the campaign ended, which is what good SEO should do: build value that keeps growing over time.

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