Case Study: Teddington Carpet Centre

Teddington Carpet Centre is a family business in the heart of Teddington, Middlesex, which has been a feature of Broad Street for 60 years.

Their faithful and friendly team have unrivalled experience in the flooring trade and their existing customers are equally loyal. They appreciate their high level of service and are now on first-name terms with many of them.

On the occasion of their 60th anniversary, they chose to launch a new website, designed by Vinegar Creative.

It was then a natural step to choose to optimise their website to make it rank for local keywords, to attract even more customers in need of wood, laminate, vinyl floor, rugs and carpets in West London and beyond.

Here’s Teddington Carpet Centre Local SEO Case Study in detail.

As we were approached by Rob Wilks, owner of Teddington Carpet Centre, we started liaising with Rob Holmes, owner of Vinegar Creative, whom we had already been in contact with for a while.

We started analysing the domain, finding out that had been in existence for more than 10 years, it had been developing some domain authority and the new site was built on a Squarespace.

We already had been working on several projects on Squarespace (see our Squarespace SEO Case Study here) so we started out with the basics:

STEP 1 – We audited the technical SEO Health

We regularly run these scans on our clients’ sites to find and fix SEO errors and issues like

  • Duplicate meta descriptions
  • Incorrect pages found in sitemap.xml
  • Missing H1s
  • Multiple H1s
  • Long title element
  • Low text to HTML ratio
  • Orphaned sitemap pages
  • Pages with only one internal link
  • and many more

STEP 2 – Keyword Strategy – Creation of Keyword-to-Content Map

The content phase then began, in which we analysie the site’s existing content, matching each one of the most appropriate keywords to rank for, and then we optimise them all accordingly.


STEP 3 – New Content – Ongoing Blog Creation

We then step into our maintenance phase in which we regularly keep the site up to the most perfect technical SEO shape, and we keep on producing new content to fill the “content gaps” (i.e. queries and keywords they would like to be found for, for which no content already exists).

We started a “60 Years of Flooring” blog series in which we are pushing on local SEO efforts by targeting new local keywords through new articles on the different brands they offer.


Results in 5 months – November 2021 – April 2022


After working together for just 5 months (November 2021 – April 2022) the site has now appeared on the 1st page of Google for 6 total keywords (vs only one at the beginning) and in total, it ranks for 182 keywords (vs 13 when we started working together).

KEYWORDS NOVEMBER 21 : Branded only – Home Page mainly

In November, the keywords they were ranking for were mainly their brand name and variations (branded keyword) and the page mainly ranking was the Home.


In April, the site now ranks on the first page of Google for very relevant, geolocalised keywords that can drive them very targeted traffic by the right type of customers, like

  • Rug shop west London
  • laminate flooring west London
  • wood flooring west London
  • vinyl flooring west London
  • and so on



In February 2023 website ranked for 168 keywords, with 4 keywords in top 10 positions.