How Local SEO Optimisation Drove Nationwide Results for TOG24

As a UK leading outdoor clothing brand, TOG24 offers high-quality apparel that ticks both the style and comfort boxes. The expansion of stores across the UK and beyond meant they needed a comprehensive local SEO strategy to bring new people to its stores. That’s where Hot House Digital came in.

25%

increase in store views

13%

increase in store searches

43%

increase in store actions (phone calls, directions & website visits)

The Challenge

Already working with us on an organic search project, the client had seen a great increase in traffic, transactions and revenue. Next, TOG24 turned its sites to encourage more customers to its high street stores. The goal? More growth across the whole business - both online and offline.

‘’Working with Hot House Digital has been a game-changer for TOG24. Their SEO expertise, fantastic copywriting, and effective outreach work have resulted in increased website traffic and regular press coverage - exceeding all expectations.’’

Danny Heaton

Marketing Director - TOG24

The Solution

Local GMB optimisation

We first took a deep dive into TOG24’s Google Business Profile to gauge which areas needed work. It turned out that across the 30 store locations, only five essential checks (which is just 2% of the total checks) were passed. This covers NAP details, opening times and imagery. From there we were able to ensure each location not only passed the essential checks, but also maximises the chances of someone performing a local search showing up in store.

Review response

Responding to online reviews or queries is more important than ever before. We were quick to reply to all unanswered reviews (regardless of the rating), building trust with online users and boosting the brand’s reputation.

Consistent Google posts

Google Posts is a feature for businesses wanting to share promotional messaging directly with their customers. We began to utilise these posts with multiple offers related to specific product deals and sitewide sales - all of which were conveniently displayed in the local panel of Google search and maps. Across just the first Google Posts that we produced for TOG24, we gained over 22,500 views. This significantly helped lead to an increase in sales - both online and in store.

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Whether it's SEO, AI search, digital PR, content, analytics or CRO, getting you found and turning visitors into customers is what makes us click. Tell us a little about your goals and we'll show you how we can help your business grow beyond the search bar.

I’m James. Hello.

My background in marketing and PR started right after I graduated from Lancaster University. After working as a consultant at a national accountancy firm, I soon found where my passion was: SEO.

This passion was tested to its limits once Google rolled out its first algorithm update on poor-quality links. This was a big one. So big, in fact, that it meant the entire accountancy website was taken out of Google.

The agency that managed the SEO of the website was sacked, and it was up to me to remove the penalty that was losing the business tens of thousands of pounds per week. No pressure.

Over six months of intensive work, I got the penalty removed. The website was back owning the SERPS, and I was ready for the next challenge.

That’s when I became an SEO specialist at iProspect for some of the UK and Europe’s biggest brands. As well as working on additional Google Penalties and on all areas of SEO, my venture into digital PR meant securing one client a three-page spread in The Sun.

Three years on, I was SEO Lead for Thomas Cook and Pets At Home, growing their annual organic search revenue to over a quarter of £1 billion for the former.

I met Patrick and it was love at first sight on the train into work. We talked about developing an offer that could really work with clients to grow their businesses. Countless late nights, long weekends and much coffee drinking later, we had a plan. We launched Hot House Digital. The rest is history.

Hi, I’m Patrick.

It was a pretty winding road that led me to launching Hot House Digital. And that started with telesales. Not a job for everybody.

After completing my Master’s in creative writing, I took an internship at a surveyor company.

They set up a directory for surveyors and my job was to write punchy web copy. I basically smashed out article after article on industry topics to help them rank higher on Google.

Despite not knowing it at the time, I was doing hardcore SEO. And I absolutely loved it.

Fast forward a few years (which included a year of teaching English in South Korea), and I became an SEO Manager at iProspect in Manchester. It was here that I got to know James, Hot House Digital Co-Founder.

We both wanted something ‘more’. Sure, the work was enjoyable – and we were great at it. But we missed being close to the clients – you guys.

Eventually, the opportunity to do some work for a specialist food marketing agency arose. Our second client soon followed, and after months of working evenings and weekends, we were ready to launch full time.

Good things come to those who wait. And apparently, also to those who work in telesales.

Fair play, but just in case you’re on the fence, here’s how our services can drive big successes for your brand.

SEO

If you’re not getting the results you want, it’s because your customers can’t find you. Rank high in the SERPS and get ahead of the competition with our 360 approach to search optimisation.

Content

Gaining consumer trust calls for authentic content that offers true value to audiences. We’ll dive into trending topics and keywords to ensure every page makes people want to stick around.

Digital PR

One of the biggest drivers of organic search visibility is links, and we know how to build them. Showcase your expertise on the very best online publications with our strategic PR campaigns.