Identity Merchandise’s SEO Partnership Looks to Stand Out From the Competition

Identity Merchandise, a provider of B2B branded merchandise based in Sheffield, has appointed us to implement a stand-out SEO campaign and take their business to the next level.

Identity Merchandise, based in Kelham Island, can print, emboss, or embroider business logos onto a range of high-quality products. These products include almost anything from the usual bottles and totes, all the way to sweets, inflatable pillows and lip balm. 

While the company has been established since 2013, it has relied on word-of-mouth referrals and offline sales. But more recently, the owner, Marisa Rowding, saw a gap in the market to allow customers to be able to buy directly from their website, ensuring ease and simplicity.

Similarly, Identity Merchandise assign a dedicated account manager to every customer. Their role is to oversee the ordering, production and shipping of the required products. This ends with a quality check to ensure the product meets the client’s expectations, resulting in an excellent customer experience.

In a bid to compete in an increasingly competitive industry, Identity Merchandise decided to launch a new website back in February 2024. Over the last 18 months, they have seen the potential of online ordering and wanted to invest in SEO.

Therefore, they decided it was time to seek some external help. We were recommended to the owners due to their prestigious local reputation, and given our expertise, we seemed the obvious choice.

Identity Merchandise enjoyed attending the in-person meetings at our office in Sheffield City Centre, where they were convinced that our approach and strategy were the right fit for them.

Marisa, Managing Director, said, “The onboarding experience with The SEO Works has been really enjoyable, it is nice to sit face to face and discuss our needs and what we envisage for the future with a team of SEO experts who all have niche skills to bring our campaign together. 

We are excited about the strategy Tommy and the team have put together. We look forward to seeing the results and working with The SEO Works for some time to come.”

While Identity Merchandise’s new site is technically sound, the content is where the most improvement can be made, as it is not currently optimised for SEO. This will be the initial area of focus as it has the most scope for growth across the site – aiming to increase site traffic and customer conversions.

Three core opportunities to improve site content include: Increasing internal linking to introduce a smoother customer journey, revamping blog content to highlight expertise and authority, and editing the copy across the home and product pages to allow for more site visibility and improve trust signals.

With a long-term strategy already in the planning stage, these are just a few of the initial priorities of the campaign, with more areas to be worked on and improved as time goes on.

“It’s always an absolute pleasure to work with a local brand, and to be able to meet in person was an added bonus”, said Alex Hill, Sales Director. “The team and I understand how many exciting possibilities there are for Identity Merchandise, and we know we can carry out their campaign to great success!”

We have worked with several B2B clients on their SEO campaigns, including Minesoft.