Technical foundations
We started with the technical foundations. Page speed was improved, the conflicting settings sending Google mixed signals were resolved, and pages that shouldn’t have been searchable, like checkout steps and error pages, were removed from Google’s index. We also corrected the business information Google reads directly from the site, including the phone number, which had been entered in a format that was actually stopping the business from appearing in local map results. That mattered a lot for a company that relies heavily on local and regional customers. The main heading on the homepage wasn’t visible on mobile devices either, which is significant because Google judges a site by its mobile version first, so that was fixed too. As part of tidying up the site’s structure, we also removed an older, generic ordering page from Google’s results, so that search engines direct people straight to properly written, location-specific pages instead.
Content updates
Alongside the technical work, we turned our attention to the content itself. All 16 answers on the FAQ page were rewritten and expanded so they properly and fully resolve each question, using Emerald Lawns’ own product names and wording throughout, with every delivery detail checked against the company’s terms and conditions. We also built dedicated pages for key locations, starting with Belfast, Dublin and Cork and now including Derry, giving customers in each area content written specifically for them rather than generic nationwide copy. Behind the scenes, we made sure the site clearly tells search engines that Emerald Lawns serves both the Republic of Ireland and Northern Ireland, helping the business show up for searches in both regions.
AI search visibility
We treated all of this with one eye on where search is heading. AI-powered platforms like ChatGPT, Google AI Overviews and Perplexity are increasingly answering people’s questions directly, often citing just one or two sources rather than a page of links. The businesses those tools choose to cite are the ones that win the visibility, so the FAQ rewrites, location pages and business information work were all done with an eye on giving these tools clear, well-structured, trustworthy content to draw from, not just Google.
The results
The results are already visible. Since the relaunch, organic clicks to the homepage are up 29% year on year and impressions are up 74%, with average position nearly halving from 17th to 10th. The mobile heading fix shows up clearly in the data too: average mobile position across the site has improved from 16th to 8th. The new Belfast and Cork pages are already ranking in the top three for their target search terms within nine to thirteen weeks of launch, and both are converting visitors into enquiries at close to the same rate as the homepage itself. Dublin, a larger and more competitive market, is climbing steadily. AI tools are picking up on the improved content too: Emerald Lawns is now being named directly by AI search tools such as ChatGPT and Perplexity as the top overall choice for turf supply in Belfast, citing the business’s own site as the source.
The relationship with Emerald Lawns continues. Further location pages are planned over the coming months, timed so they’ve had a chance to build up search rankings before the next busy spring season begins.
