Case Study: Ecological Building Systems
Technical SEO, site architecture, and custom analytics for a sustainable construction brand operating across two markets.
The Challenge
Ecological Building Systems sells sustainable construction materials to three very different audiences – architects, builders, and consumers – across separate UK and Irish websites. As they prepared to launch a new site, they needed to get the digital foundations right from the start.
The objectives we were brought in to help achieve:
- Design a site structure that worked for all three audience types, making it easy for each to find what they needed without the site trying to be all things to all people
- Build in regional SEO from the ground up, so the UK and Irish sites could target their respective markets independently without competing with each other in search results
- Ensure analytics tracking was configured to capture accurate, meaningful data from day one — including across dynamically generated regional storefronts where standard tracking wouldn’t be sufficient
- Set up reporting that would give the team clear, usable insight into performance without requiring significant manual effort each month
What we did
SEO-led site architecture
Before the site launched, we analysed search behaviour across all three audience types and used those insights to shape the site structure and navigation. We designed a regional SEO framework that allowed the UK and Irish sites to target their respective markets without cannibalising each other, and built it to scale as product lines expanded.
Content architecture and knowledge development
Serving both technical professionals and general consumers from the same site required a content approach that could work at both levels. We developed site-wide category content that balanced technical accuracy with accessibility, and built out a Knowledge Bank targeting FAQ-style and educational searches, capturing audiences earlier in the buying journey and building authority in a specialist sector.
Technical SEO and search ownership
We ran a full technical SEO programme across the site: metadata structures, internal linking, indexability, and a long-term visibility strategy targeting brand, product, and category search terms. The goal was sustained growth, not a short-term rankings spike.
Custom analytics and reporting
Standard GA4 tracking wasn’t sufficient for a site with dynamically generated regional storefronts. We configured custom event tracking to capture user behaviour accurately across both markets, filtered remote staff traffic to keep the data clean, and built a Looker Studio dashboard that cut reporting time significantly and made performance data accessible to the whole team.
"Cameo has been an invaluable partner in supporting our SEO strategy for over five years.
We consider them an extension of our web team—always available to provide expert guidance, in-depth analysis, and actionable insights. Their approach is refreshingly clear and accessible, making complex SEO data understandable and practical, even for those of us who aren’t highly technical."
— Penny Randell, General Manager UK & Director, Ecological Building Systems
The Results
Both UK and Irish markets grew without cannibalising each other. Reporting that previously required significant manual effort now runs automatically, giving the team faster and clearer insight into performance.
"Beyond their strategic input, Cameo’s expertise in crafting engaging, knowledge-driven material has positioned us at the forefront of the sustainable building products sector. Their support has been instrumental in driving our digital growth."
— Penny Randell, General Manager UK & Director, Ecological Building Systems