Middaggs

When we first started working with Middaggs, they already had a strong online and offline presence in Norfolk.

The challenge?

1. Turn a strong local presence into Norfolk dominance.

2. Expand reach into neighbouring counties.

3. Turn their website into a lead generation machine.

All completely managed for them, with minimal Middaggs time investment.

6 Months Later

3,188% ROI. 42% More Traffic. 30 New Page 1 Rankings. 50 AI Citations.

At Novus, we recognise the need to start delivering ROI quickly, where other agencies might spend 3 (or more) months compiling reports and audits.

Our approach was simple and effective.

• • Build local pages for Suffolk, Lincolnshire, and Cambridgeshire.

• • Publish hero content designed to earn links and industry attention.

• • Create deeper product showcase pages -building depth beyond simply “Aggregates” and focusing on “Natural Gravel”, “Sand” and “Carrstone” pages.

• • Triage technical SEO issues that were holding back Google and AI recommendations.

• • Restructured existing content for maximum user engagement, Google and ChatGPT impact

• • Regular blog content creation that highlighted Middaggs’ industry authority to potential customers and search engines.

• • Developed an authority boosting link strategy, attracting 60 unique, relevant backlinks

• • Secured over 100 citations, including niche industry directories competitors were lacking.

• • Boosted conversion through calls-to-action that worked.

A simple, effective strategy that wins client revenue, not awards.

The first 3 months were crucial to ensuring maximum impact.

As is typical for a Novus campaign, we simultaneously tackled multiple areas of the site.

Once the strategy was formulated, our project management team organised the content, link building, citation, technical and conversion teams to coordinate simultaneously – ensuring the greatest impact in the shortest time.

New pages were typed up, designed and launched. Blog and link attracting content was created ahead of time. 404s and broken images fixed. CTAs tested and link building outreach began.

Even in these early weeks, rankings were starting to grow, traffic increasing and new enquiries trickling in from outside their standard areas.

The first 3 months of any project is just the beginning. After this, results started to snowball.

• Content kept rolling out weekly.
• Hero content attracted more links from quality sites.
• Offsite link building scaled up, targeting both new and existing pages.
• Internal links tied the whole site together, meaning every new page lifted the old ones too.
• Conversion insights meant we could keep tweaking CTAs for more leads.
• Ongoing technical tweaking kept everything fast, clean, and stable.

What happened next? Rankings kept growing. Traffic kept coming. Revenue was increasing.

Middaggs went from “major player in Norfolk” to “the player in Norfolk”, as well as becoming a major player in Suffolk, Lincolnshire, Cambridgeshire, and beyond.

More traffic. More leads. More revenue.