Skip to content

Express Doors Direct Case Study

Becoming a Big Fish in a Big Pond

Find out how Boom used AI, ML and NLP to help Express Doors Direct beat enormous competition for top rankings in the home doors market in just twelve months.

The Client

Express Doors Direct operate in the home doors market, using their joinery and technical knowledge to advise and sell domestic and commercial doors. A relatively young, purely online company, they operate within an incredibly competitive sector battling against household names for rankings and brand visibility. Their product range includes internal and external doors as well as door frames, mouldings, hardware and more.

A living room with sofa and a door

The Challenge

Increase website visibility without building thousands of backlinks

Express Doors Direct had extremely ambitious growth plans but, with incredibly well-known competitors with impressive backlink profiles and only a sensible budget to work with, Boom had to be incredibly smart in their approach.

A selection of doors

Building a high-quality backlink profile to rival their competitors would take considerable time, time that Boom didn’t have if they were to meet the project deadline.

Many would argue that it’s practically impossible to outrank huge brands without building thousands of backlinks.

If anything, we love a challenge.

What We Did

We decided to go ‘off-road,’ to focus on updating, creating and optimising more than two hundred core on-site pages. This was a behemoth project, so we utilised an AI and ML tool to guide optimisation strategies for pages that had already been published. 

That would give the team enough time to write creative copy for new ranges, brands and products being launched on the Express Doors Direct website. 

We focused on NLP entities that would communicate in a language both potential customers and Google’s search engine would understand. We went beyond the traditional search term research and concentrated on synonyms, co-occurrence, content structure and search term relationships to publish content that would rival the best of them.  

The Results

We had a pre-agreed time frame of twelve months to complete this project, and, to be honest, the results surprised us. 

Without spending a huge amount of time and client budget building backlinks, we were able to outrank household names for highly competitive terms like ‘patio doors,’ taking the first position for numerous terms.


Increase in page 1 rankings for competitive search terms


Increase in position 1 rankings for competitive search terms


Increase in non-blog organic sessions


Increase in organic transactions


Increase in organic revenue

Which goes to show, SEO is not a paint-by-numbers game. With the right strategy and a great team, you can escalate a brand to surprising heights.

Looking Ahead

We continue to work with Express Doors Direct on their overall SEO strategy, with a focus on improving content quality across the site. From refreshing existing content to creating new, the sky is the limit. 

Express Doors Direct Logo

Express Doors Direct


  • 495.97% increase in non-blog organic sessions
  • 365.58% rise in organic transactions
  • 415.30% surge in organic revenue

Ready to level up with a top-notch digital marketing agency?

The Drum Recommended
  • Premier Partner
  • eCommerce Specialist
Get in touch