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Pivoting strategy to pitch to B2C audience amid COVID-19

Gazeboshop is a retailer of gazebos and similar items, selling to both trade and consumers online and off. Their products can be used in gardens or at a wide range of events, including conferences, exhibitions and sporting occasions. While their main product line is seasonal by nature, with a clear outdoor focus, their wider range attracts interest throughout the year.

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  • EUSA_Best-Use-of-Search-B2B-(SEO)

The Challenge

Gazeboshop and Impression have been working together for over 7 years. In 2020, like many businesses, they were faced with unexpected challenges as a result of COVID-19. Changes to staff roles resulted in them losing internal marketing support and the pandemic saw their best selling product no longer able to sell.

Pre-COVID, a large amount of their success came from printed gazebos purchased by B2B and trade customers such as market stallholders, event organisers and marketing managers for brands. However, when the pandemic hit, enquiries to purchase printed gazebos stopped, requiring us to pivot our focus to target a B2C audience to help Gazeboshop remain profitable during a tricky and uncertain time.

Specifically, our SEO team’s objectives were to:


Increase organic conversion rate


Increase organic revenue


Increase rankings for keywords targeting new audiences

The Strategy

Due to COVID-19, April saw a 95% drop off in trade and B2B customers. We saw a decline in clicks and impressions for printed and trade keywords showing a clear shift in demand to consumer and hospitality.

Needing to adapt quickly, we turned to Google Trends and saw a large spike for the search term ‘gazebo’. After discussions with the client and feedback from their sales team, we established that customers were buying gazebos for outdoor use at home or in pubs or restaurants.

Using this information, we established new B2C audience groups for Gazeboshop and carried out keyword research to identify relevant keyword targets to get Gazebeshop in front of the new audience.

We improved their onsite content by creating brand landing pages and we worked on optimising their website to appeal to a B2C buyer, careful as to which content we tailored to account for the B2B audience when it returns. We worked collaboratively with their internal web resource to improve the design of the product pages and also the content and targeting.

The Results

We were delighted to have been able to help our long-term client to pivot rapidly to meet changing demand. The results below show our achievements in 2020 despite facing unprecedented pandemic challenges.


increase in organic conversion rate YoY


increase in organic revenue YoY


increase in position 1-3 keywords in Q3 vs Q2

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