Unlock Exclusive Insights with Our New Ecommerce Report. Download Now
Case Studies/Anfield Fireworks
Anfield Fireworks partnered with us to strengthen their organic visibility and support long-term, sustainable growth across their core product lines. Operating in a highly seasonal, high-demand market, they needed a strategy that would protect their existing performance, unlock new commercial opportunities, and support consistent visibility across peak trading months. They also required expert oversight during a major website redesign to ensure that no SEO value was lost in the transition.
We focused on the core transactional terms driving both on-site conversions and seasonal demand:
When Anfield Fireworks joined us, their website redesign was significantly behind schedule.
To ensure momentum wasn’t lost, we stepped in to organise and streamline the process:
This allowed the project to move forward smoothly while maintaining full strategic oversight.
Website redesigns are one of the biggest risks to SEO, and during our review we identified several elements that would have caused severe ranking drops if launched unchanged.
We proactively stepped in to safeguard performance:
This intervention protected years of accumulated authority and prevented major ranking disruptions.
Before the redesigned site went live, we ran a detailed pre-launch audit covering every SEO-critical element, including indexing rules, schema, metadata, URL structures, and canonicalisation.
During this process, we identified that noindex tags had been accidentally reintroduced on core pages.
We corrected this within 48 hours and fully restored the temporarily affected rankings within just seven days.
This ensured the new site launched in a technically sound, search-ready state.
Following launch, we shifted focus to strengthening their commercial pages during peak seasonal periods:
This created a stronger, more scalable content structure.
Beyond optimising what already existed, we identified several niche product opportunities based on real search demand.
This included:
For example, wedding fireworks, a commercially valuable niche, was added as a dedicated category, opening an entirely new revenue stream that previously went unreached.
Alongside the technical recovery work and on-page optimisation, we implemented a structured monthly backlink strategy to build long-term authority for Anfield Fireworks.
Because the fireworks niche is highly seasonal and competitive around key periods, our focus was on acquiring high quality, relevant and manually secured backlinks that would strengthen the site’s trust profile ahead of peak demand.
Our approach included:
This relevance first backlink strategy helped Anfield Fireworks increase domain trust, stabilise rankings after the redesign, and build the authority needed to perform strongly during their seasonal traffic spikes.
Anfield Fireworks has achieved top page-one rankings across all core terms, including keywords that previously sat as far back as page 10 before we optimised and restored them.
Organic search has now become their dominant acquisition channel, driving 66% of all website traffic, followed by direct at 24%.
This shift highlights the strength of their newly optimised structure and the stability of their rankings, even during seasonal peaks.
From start to the present, the site has seen a significant and continuous increase in organic traffic, demonstrating the effects of a properly managed redesign, strengthened content ecosystem, and ongoing SEO optimisation.
We're ready.
Are you?
© 2026 — ClickSlice All Rights Reserved.
Company No. 10876199 | VAT No. 278157959
