Tuda Grass
Making Artificial Grass More Visible Across Google and AI Search
34.5%
Increase in annual organic revenue, reaching £825,840.93.
127%
Approximate increase in organic clicks for searches containing “artificial”, comparing consecutive six-month periods.
£32,225.98
Recorded revenue from users first acquired through AI platforms during the reporting period.
Project overview
- Client
- Tuda Grass
- Industry
- Garden Improvement
- Website
- tudagrass.co.uk
- Platform
- Shopify
- Services delivered
Project team
-
Lucy ClowesHead of Operations & Search
- Jonathon Roberts
Technical SEO Lead
- Charlie Fletcher
Technical SEO Executive
-
Jessica SimpsonSEO Executive
- Jessica McMillan
Key Account Manager
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. With artificial grass options for different budgets and uses, 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. As a result, its conversion rate was low, limiting the value of the traffic it attracted.
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 reaching first position for “artificial grass”. More relevant searches also began ranking on page one, broadening the site’s visibility. This growth brought in more non-branded organic traffic and reduced its previous 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 Tuda Grass’s offering. That made the main artificial grass category page a priority for our work together. We enhanced the page with navigation links to help visitors explore the range and find suitable products more easily. We also worked closely with the Tuda Grass team to create a clearer route from browsing to ordering free samples, giving customers more confidence before making a purchase.
Objectives.
Our main objective was to grow Tuda Grass’s visibility for artificial grass searches and attract more people who were unfamiliar with the brand. This 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 lead to more sales. By improving the journey from category browsing to free sample orders and purchases, we aimed to turn more organic visitors into customers.
Challenges.
Tuda Grass had a strong artificial grass range, but its website was not making that range easy enough to explore. Customers needed a clearer way to move from the main category page to products that suited their budget and project. The route from browsing to ordering a free sample was also unclear, even though seeing and feeling the grass could help customers make a purchase decision.
The site had been built with limited attention to the customer journey, and its conversion rate was low. Improving rankings alone would therefore leave a significant gap: more visitors could arrive without finding an easy next step. Organic search presented another challenge. Tuda Grass 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 on the site.
Strategy.
We developed an integrated SEO and GEO strategy for Tuda Grass, strengthening traditional organic visibility while building the content, authority and brand signals that can 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. Alongside targeting valuable commercial searches, the work strengthened the relationship between Tuda Grass, its products and the wider artificial grass topic, helping search engines and AI platforms better understand the relevance and expertise of the brand.
SEO + GEO Focus
Commercial relevance, entity clarity and stronger topical relationships.
Content & Topical Authority
We created informative content around the questions customers ask when choosing, installing and maintaining artificial grass. This expanded Tuda Grass's coverage beyond individual products and helped establish a broader body of useful information around its core area of expertise, supporting organic search performance while creating relevant content that can be discovered and referenced within AI-generated answers.
SEO + GEO Focus
Topical authority, useful answers and comprehensive subject coverage.
Backlinks, Brand Mentions & AI Visibility
We developed a targeted outreach strategy to secure relevant backlinks and brand mentions from third-party websites. As well as strengthening traditional SEO authority, this expanded Tuda Grass's external digital footprint and increased the number of independent sources connecting the brand with artificial grass, creating additional signals that can support discovery and citation by large language models.
SEO + GEO Focus
External authority, brand mentions, backlinks and third-party signals.
Our Solution.
We developed an SEO and GEO solution for Tuda Grass focused on how domestic and trade customers search for artificial grass. By identifying new collection opportunities, optimising website metadata, planning useful blog content and securing relevant backlinks, we strengthened the brand’s search presence and supported its visibility across AI platforms.
- Identified new artificial grass collection pages based on pile height, use and cost
- Rewrote and optimised metadata across all website pages
- Created an artificial grass 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
Improved LLM Visibility.
Our SEO and GEO work helped improve Tuda Grass’s visibility in responses from large language models (LLMs). Through informative artificial grass content, clearer collection pages and relevant backlinks, we strengthened the brand’s online presence and supported its inclusion in AI generated answers.
The Result.
Tuda Grass achieved stronger organic search visibility alongside significant growth in revenue attributed to organic traffic. Search performance improved across clicks, impressions, click-through rate and average ranking position, while organic revenue increased by more than £211,000 year on year.
Organic Revenue
£825,840.93
Generated from organic traffic over the past 12 months, compared with £613,938 in the preceding 12-month period.
+127%
Increased from approximately 4,750 to 10,800 clicks.
+42%
Increased from approximately 913,000 to 1.3 million impressions.
0.8%
Improved from 0.5% during the previous six-month period.
8.8
Improved from an average position of 12 in the previous six months.
+34.5%
An additional £211,902.93 in organic revenue year on year.
Conclusion.
Our work with Tuda Grass combined SEO, GEO and conversion improvements to help the business reach more domestic and trade customers. By improving collection pages, optimising metadata, developing useful artificial grass content and securing relevant backlinks, we strengthened its presence across traditional search and AI platforms.
Organic revenue reached £825,840.93 over the past 12 months, an increase of 34.5% compared with the preceding year. Alongside stronger search visibility and recorded revenue from customers first acquired through AI platforms, these results highlight the value of a strategy built around commercial goals. At Fly High Media, we work as an extension of our clients’ teams to turn greater visibility into measurable business growth.
Book A Strategy CallAbout this case study
Join the ranks.
Come and join some of the most exciting companies we’ve helped with link building, SEO, digital PR and more.
Book A 30-Minute Call
Here's what to expect:
- An open conversation about your business
- A focus on your goals for the next 12+ months
- Ideas to move your online growth forward