How we moved high-intent commercial keywords from page 3 to position 1
Data Protection People offers data protection consultancy services to businesses across the UK. With a clear goal of improving inbound leads, Trio was selected as their SEO agency to increase visibility, domain authority, rankings for commercial terms and overall site health.
Nearly three years on, Data Protection People now dominate position one rankings for high-intent service terms, as well as increased presence within AI Overviews and LLMs.
How it all started
Data Protection People were underway with a new website design, but soon discovered multiple SEO challenges they needed support with. This included:
- Site structure
- Keyword alignment to key service pages
- Technical foundations of the website
We were brought in to take over the build, helping lay the technical groundwork to improve performance and resolve issues that would affect them in the long run.
At the time, Data Protection People relied almost exclusively on outbound sales. We aimed to balance this by increasing inbound demand and capturing high-intent organic traffic to build a more sustainable, scalable lead pipeline.
What we did
While we finished the build of the site, we restructured their SEO strategy to focus on high-intent keywords like ‘data protection audit’, ‘SAR services’ and ‘outsourced DPO’. Ranking for these terms would cement their position across search, which competitors originally dominated.
To achieve this, we:
- Mapped core commercial keywords to the right pages
- Reworked service page positioning around structure
- Improved internal linking to reinforce authority
- Refined metadata and on-page content
- Resolved technical SEO issues before and during lunch
After launch, we continued to provide ongoing technical and on-page optimisation. This included up to 4 pieces of SEO content per month, which helps build topical authority and protect long-term visibility.
As organic rankings grew, we were brought on to run their Google Ads to drive immediate visibility for high-competition commercial keywords. We continue to manage their ads, focusing specifically on their consultancy services to help bring leads with higher contract values. This meant that both organic and paid keywords supported each other rather than competing, thereby increasing performance across both channels.
Later, we realigned the performance marketing strategy to help the website secure placements not just in traditional SERP features but also in AI Overviews and other zero-click search environments.
Under our AEO service, we focused on:
- Refining service positioning and internal linking to signal core expertise to search engines and AI models
- Realigning content structures with concise, extractable answers to capture AI Overviews and featured snippets
- Protecting and growing AI visibility to increase inbound leads
The results
We achieved a 44% increase in SEO visibility, which in turn led to 31 keywords ranking on page 1, 27 of which appear in the top 3 positions.
We moved their ranking for these priority keywords from page two or three to position one – a huge success for their search visibility and inbound leads. Alongside this, we secured a number of placements in AI Overviews and other SERP features, increasing their share of voice in the market.
Year on year, we’ve also seen a huge uplift in:
- 265% increase in total users on the website
- 342% increase in organic users to the website
- 277% increase in new users to the website
- 57% increase in page views
“Trio have been amazing from the word GO! They have drastically improved our SEO and overall site performance as well as providing us with constant support and guidance to push our brand out to as many people as possible. I highly recommend working with them!“
Myles
Data Protection People
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