How Full Circle Design Increased Organic Visibility and Traffic for QBM
- Aaron Cowan
- Mar 5
- 6 min read
Project Summary
Full Circle Design partnered with Social Directions Agency to deliver SEO solutions for QBM, a Dublin-based roofing and façade materials supplier. The project focused on fixing technical SEO issues, improving on-page content, expanding blog content, strengthening local search through Google Business Profile, and building backlinks.
Since the campaign began, QBM has seen strong improvements in search performance. Organic traffic increased by 32%, impressions grew by 49%, keyword rankings expanded to 1,700+, and backlinks increased from 44 to over 500. Local visibility also improved, with significant growth in Google Business Profile views and map searches.
Client: QBM
Industry: Construction / Building Materials
Location: Dublin, Ireland
About The Client
QBM is a Dublin-based supplier of roofing and façade systems serving contractors, architects, engineers, and builders across Ireland. The business offers a wide range of building materials, including flat roofing systems, insulation, standing seam metal, zinc and copper roofing, and specialist roofing tools.
Full Circle Design partnered with Social Directions Agency to improve QBM’s search visibility, increase organic traffic, and strengthen its presence in local search results. The goal was to build a strong SEO foundation that would allow QBM to compete more effectively for high-value search terms such as roofing materials, roofing suppliers, and flat roofing systems in Ireland.
The Challenge, Our Opportunity
When the project began, QBM already had a strong reputation in the roofing and façade materials industry. However, the website had not previously been fully optimised for search engines. This presented a clear opportunity to improve how the site was structured, how its content communicated with search engines, and how visible the business was for relevant roofing-related searches in Ireland.
Our initial review identified several areas where improvements could unlock significant growth in organic visibility. The site structure needed refinement to help search engines crawl and index pages more efficiently. Some technical elements, such as canonical tags and page heading structures, required adjustment to ensure pages were interpreted correctly by search engines.
There were also opportunities to strengthen the internal linking structure so that key product and supply pages could pass authority more effectively across the website. Addressing a number of broken URLs and resolving indexing issues would further improve the site’s overall technical health.
From a content perspective, many pages offered useful information about QBM’s products and services but had not yet been fully optimised to target specific search terms used by contractors, architects, and builders in Ireland. Expanding and refining this content created an opportunity to improve rankings for relevant roofing and building materials queries.
Finally, the website had relatively limited external authority at the start of the campaign. Strengthening the backlink profile and improving local search signals through Google Business Profile optimisation presented another opportunity to increase QBM’s credibility and visibility in search.
By addressing these areas, the project focused on building a stronger technical and content foundation that would allow QBM’s website to better reflect the quality of the company’s products and expertise, while positioning the business to capture more organic search traffic in the Irish market.
Our SEO Strategy
Our approach followed a structured 90-day SEO cycle designed to build a strong foundation first, then expand visibility and authority over time. Each cycle focuses on three core areas: technical performance, content development, and authority building.
The first priority was ensuring the website had a solid technical base so search engines could properly crawl, index, and understand the site. This included resolving technical issues, improving site structure, and strengthening internal linking to help key pages perform better in search.
Once the technical foundation was in place, the focus shifted to on-page optimisation and content development. Key product and service pages were improved with clearer headings, targeted keywords, and more helpful information for customers. At the same time, new blog content was created to expand the site’s topical authority and capture additional search demand within the roofing and building materials sector.
Alongside these improvements, we implemented a strategy to build authority and local visibility. This included backlink development through digital PR and press releases, creating entity profiles and citations, and optimising the Google Business Profile to improve local search presence.
By repeating this process every 90 days, the strategy allows us to continuously improve the website’s technical performance, expand its content footprint, and strengthen its authority in search results.
SEO Implementation
To execute the strategy, work was delivered across several key areas, each designed to improve the website’s performance in search while building long-term authority in the roofing and building materials sector.
Technical SEO Improvements
The first stage focused on strengthening the technical foundation of the website. Key issues that could limit crawlability, indexing, and overall search performance were identified and resolved. This included correcting canonical tag conflicts, resolving pages with missing or duplicate H1 headings, implementing 301 redirects for broken URLs, improving the internal linking structure, and ensuring important pages were correctly indexed by Google. These updates created a more stable technical base for the site and improved how search engines interpret its content.
On-Page Optimisation
Once the technical groundwork was established, optimisation efforts focused on improving key pages across the website. The homepage, trade counter page, product pages, and supplies pages were updated with improved page titles, headings, meta descriptions, and clearer supporting content. This ensured that each page better communicates its purpose, targets relevant search terms, and provides helpful information for customers searching for roofing systems and materials.
Content Development
To expand the site’s relevance within the roofing industry, new content was created through blog articles and supporting FAQs. These pieces were designed to address common questions, explain roofing systems, and provide useful guidance for contractors, architects, and builders. Publishing this content helps strengthen the site’s topical authority while creating additional opportunities to rank for relevant searches.
Authority & Local Search Growth
Alongside technical and content improvements, efforts were made to strengthen QBM’s online authority and local visibility. This included building backlinks through digital PR and monthly press releases, creating entity profiles and local citations, and optimising the Google Business Profile to improve visibility in local search and Google Maps. These activities help reinforce the credibility of the website and increase the chances of appearing in both organic and local search results.
SEO Project Result
Organic Visibility Growth
Search visibility improved significantly as the website began ranking for more relevant roofing and building materials searches. Total impressions increased by 49.4%, showing that QBM is appearing more frequently in Google search results. The number of ranking keywords also expanded to over 1,700 terms, representing a 23.9% increase in keyword coverage.
Traffic & Engagement
As visibility increased, more users began discovering the website through organic search. Organic traffic increased by 32%, while overall website sessions grew by 10% and unique visitors increased by 11%. Direct traffic also increased by 21%, suggesting improved brand recognition and repeat engagement from users already familiar with QBM.
Ranking Improvements
Average search position improved by 3.6 spots, moving from position 27 to 15.7 across tracked keywords. Several important branded and non-branded searches related to roofing materials and suppliers are now appearing on page one of Google, increasing the potential for continued traffic growth.
Authority Growth
The website’s backlink profile strengthened considerably during the campaign. The total number of backlinks increased from 44 to over 500, helping improve the site’s authority and credibility in the eyes of search engines.
Local Search Performance
Local search visibility also improved through the optimisation of QBM’s Google Business Profile. The profile recorded 8,755 total views, with strong growth in both search and map discovery. Mobile map visibility increased by 65%, while desktop search visibility increased by 15%, indicating that more local customers are discovering QBM when searching for roofing materials and suppliers in the Dublin area.
Ready to See What’s Possible for Your Business?
Every business we work with starts in a different place, but the goal is always the same: stronger visibility, better quality traffic, and real enquiries from the right customers.
If you’re wondering whether SEO could have the same impact for your business, the best place to start is our Eligibility Quiz. It’s a quick way for us to understand your current setup, the challenges you’re facing, and whether we’re the right partner to help you move forward. If your business is a good fit, we’ll show you exactly where the opportunities are and how we can help you achieve them.
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