Glas123.nl, specialised in flat glass, was barely visible organically in a market of more than 515,000 monthly searches. By first making a data-driven analysis and then laying the technical foundation, organic visibility grew strongly in six months. And the biggest lever, content, is still largely to come.
(Jan → Jun 2026)
Before → after
The results
In six months, from January to June 2026, the organic visibility of Glas123 grew strongly.
Context
The challenge
Glas123 wanted to grow organically in a structured way, but lacked direction and a structured SEO approach. Organically the brand was barely findable, while players such as Glaskoning.nl, Glaswebwinkel.nl and Tuinmaximaal.nl dominate the search results with deep content and strong product pages. The question: where do the biggest opportunities lie, and how do you steer on them precisely?
Approach
Our approach
We started with a data-driven analysis to find the biggest opportunities, and then laid the technical foundation first.
1. Mapping the market demand
We mapped the market demand across three areas (glass, skylights and glass sliding walls), spread over 8 main categories and more than 4,400 keywords. Together good for more than 515,000 monthly searches, with the biggest demand around glass in general (158K), insulating glass (145K) and single glass (110K).
2. Organic landscape & growth potential
For each (sub)category we mapped the market share and competition as a baseline. Glas123 turned out to be barely visible, while the leaders dominate with product pages. We then calculated the growth potential per category: the number of extra visitors at a top 10, 5 and 3 position.
3. Technical audit and content analysis
The technical audit surfaced 38 action points, split by impact. The high-impact items, such as structured data so that search engines better understand what is on the site, were tackled first. The content analysis also produced more than 240 concrete actions, almost all new or improved product pages.
In detail
Growth in detail
And this is just the beginning. This growth comes mainly from the technical foundation. Of the more than 240 content actions, with by far the biggest growth potential, only a fraction has been picked up. So the growth continues.
The journey
The journey
When the strategy is right, the choices become crystal clear. That is where sustainable organic visibility begins.
