GB DIY: Growing organic visibility and click share through content and SEO
Learn how Anicca Digital increased clicks to category pages and grew visibility using content creation and SEO.
147%
Increase in share of clicks for target keywords
+511
Extra Keywords ranking position 1-3
144%
Increase in visibility for target keywords
Overview
GB DIY Store is a UK-based supplier of uPVC window and door parts, catering to both trade professionals and DIY customers. Their product range includes replacement hinges, handles, locks, mechanisms, seals and other double-glazing components. In 2025, GBDIY approached Anicca to see how we could help grow organic visibility for their business.
The Challenge:
When GB DIY partnered with Anicca, they faced several key challenges:
- Limited visibility for high-intent commercial search terms
- Strong competitor dominance across core product categories
- Underperformance in top 1–3 Google positions
- No meaningful visibility within AI Overviews
Our Solution
Anicca Digital developed a full SEO strategy tailored to the clients needs, initially focusing on core optimisation and then moving to a content-hub strategy to educate users and show authority for their core offerings.
- Technical Audit & Roadmap: A technical audit was conducted, identifying key areas for improvement that would make the site easier to crawl, index and understand.
- Commercial Category Optimisation: Initial keyword research for their core category pages was conducted to highlight the most common searches that will drive users to the website. Content was created and optimised in line with our best practices.
- Educational Content & Topic Hub Development: Once our core category pages were optimised, we worked on content and topic development. This included assessing current content on the website and refreshing, adding internal links to core category pages. As well as this, new content was created to support. Content created came in the form of FAQs, blog posts and guides.
How our solution helped the client to succeed
Case Study Results
The SEO strategy delivered impressive results over the campaign period (Mar 2025 – Feb 2026):
Over a 12-month period, the campaign delivered transformational organic growth.
Keywords Ranking in Positions 1–3
- March 2025: 316
- February 2026: 827
- Increase: +162%
A significant uplift in top-tier rankings across competitive commercial terms.
Visibility for Target Keywords
- March 2025: 25%
- February 2026: 61%
More than doubling overall visibility within the tracked keyword set.
Share of Clicks (Against Competitors)
- March 2025: 3.4% (Ranked 8th)
- February 2026: 8.4% (Ranked 2nd)
GB DIY moved from a mid-tier competitor to a top-two domain by click share — a major shift in organic market position.
AI Overview Share of Voice
As of February 2026:
- GB DIY: 28.8% share of voice
- Closest competitor: 17%
Through structured implementation and deep educational content, GB DIY now leads their market in AI-generated search visibility.
Conclusion
GB DIY are now visible in all areas of search, gaining visibility in both the start and end of the user journey. They have grown from 8th in terms of share of clicks to 2nd, behind a well-known national DIY brand. Organic market share has grown considerably since we started working with the team at GB DIY and we are excited to grow this even further. Our partnership continues throughout 2026, where we will be focused on enhancing the website even more.
What the client says…
“I can’t recommend Anicca highly enough. Since we started working together, we have been on a consistent upward trajectory. From day one, they were laser-focused on tracking and data collection, ensuring we had the right foundation to make informed decisions while taking the time to educate me along the way.
Our monthly meetings have been invaluable. Anicca presents everything in an easy-to-understand format, making it perfectly clear what direction we are moving in. They are an incredibly proactive team, always checking in on our upcoming plans to see how we can capitalize on them.
Their attention to detail truly builds trust. They consistently ask for details about our products and how things are done, digging into specific topics to fully understand our business. This attention to detail really shows in the high quality of their SEO work and the content they produce for our blogs and category pages, which has always been excellent and perfectly accurate.
Most recently, as the landscape shifted with the 2026 changes to AI search, Anicca has been entirely on top of it. The high-quality content they produced prior to this—and continue to make—gave us a massive leg up when AI search results started appearing. I am thrilled with the results and the partnership we’ve built.”
– Nathan Rourke, Director
