Tuda Grass, Greater Manchester
Making artificial grass more visible across Google and AI search
Executive summary
Client overview
Tuda Grass is a family-owned UK supplier of artificial grass, composite decking and cladding. Its range serves homeowners, businesses and contractors looking to create practical, low-maintenance outdoor spaces, and the website plays an important role in helping customers compare products and choose the right surface for their project.
Main challenge
Tuda Grass had a broad product range, but the website had not been optimised around how customers browse, compare and buy. Its pages gave users limited guidance towards the right products and the site had been built without a clear focus on conversion, so its conversion rate was low.
Services provided
We combined on-page SEO, technical SEO, content marketing and conversion rate optimisation to improve how customers found and used the website. We also optimised the sample collections, giving visitors a clearer route to order free samples before choosing which artificial grass to buy.
Key results
Tuda Grass achieved a substantial, sustained increase in top three keyword rankings, including first position for "artificial grass". More relevant searches began ranking on page one, bringing in more non-branded organic traffic and reducing reliance on people searching for Tuda Grass by name.
About the client
Tuda Grass is a family-owned outdoor products supplier based in Greater Manchester. Its range includes artificial grass in different styles and pile heights, alongside composite decking, cladding and other products for outdoor spaces. The business serves homeowners choosing materials for their own gardens, as well as contractors sourcing products for customer projects.
Artificial grass has always been at the heart of the business, which made the main artificial grass category page a priority. We enhanced the page with navigation links to help visitors explore the range, and worked with the Tuda Grass team to create a clearer route from browsing to ordering free samples.
Website: tudagrass.co.uk
Objectives
Grow visibility for artificial grass searches and attract people who were unfamiliar with the brand. That meant strengthening rankings for the main category page, expanding page one coverage across relevant non-branded searches and making it easier for customers to find the right product. We also wanted that visibility to turn into sales, by improving the journey from category browsing to free sample orders and purchases.
Challenges
Tuda Grass had a strong range, but the website was not making it easy enough to explore. Customers needed a clearer way to move from the main category page to products that suited their budget and project, and the route to ordering a free sample was unclear.
The site relied heavily on branded searches from people who already knew the business. To reach new customers we needed to improve visibility for competitive non-branded terms, including "artificial grass", while giving those visitors a better experience once they landed.
Strategy
We developed an integrated SEO and GEO strategy, strengthening traditional organic visibility while building the content, authority and brand signals that support visibility across AI search platforms and large language models.
Collection page optimisation
We improved key artificial grass collection pages with clearer product information, targeted copy and stronger internal linking, helping search engines and AI platforms understand the relevance and expertise of the brand.
Content and topical authority
We created informative content around the questions customers ask when choosing, installing and maintaining artificial grass, building a broader body of useful information that can be discovered and referenced in AI-generated answers.
Backlinks, brand mentions and AI visibility
A targeted outreach strategy secured relevant backlinks and brand mentions from third-party websites, strengthening SEO authority and increasing the number of independent sources connecting Tuda Grass with artificial grass.
Our solution
Our SEO and GEO solution focused on how domestic and trade customers search for artificial grass.
- Identified new artificial grass collection pages based on pile height, use and cost
- Rewrote and optimised metadata across all website pages
- Created a blog content strategy covering buying advice, installation and maintenance
- Secured home improvement backlinks on more than 100 websites
- Developed a backlink strategy to support brand visibility in LLM responses
- Increased visibility amongst trade customers searching for artificial grass
The result
Tuda Grass achieved stronger organic visibility alongside significant growth in revenue from organic traffic. Clicks, impressions, click-through rate and average position all improved, and organic revenue increased by more than £211,000 year on year.
Conclusion
By improving collection pages, optimising metadata, developing useful artificial grass content and securing relevant backlinks, we strengthened Tuda Grass's presence across traditional search and AI platforms. Organic revenue reached £825,840.93 over the past 12 months, an increase of 34.5% on the preceding year.
Project team
- Lucy Clowes, Head of Operations and Search
- Jonathon Roberts, Technical SEO Lead
- Charlie Fletcher, Technical SEO Executive
- Jessica Simpson, SEO Executive
- Jessica McMillan, Key Account Manager
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