Getting Focused With Washrooms

Daniel Tannenbaum

Following the success of our campaign with their sister company, Trovex, we were approached by Focus Washrooms to help them rank better organically online for a range of keywords relating to commercial washrooms and bathrooms in the UK. Whether it is a shopping centre, school, hospital, there is an opportunity for providing a number of hygienic basins, toilets and cubicles for the general public to use.

The result of ranking higher on Google for Focus Washrooms can achieve greater brand awareness, new client acquisition and significant growth for the company, especially for keywords such as commercial washrooms

How We Approached The Campaign

Keyword Research

We started by sitting down with the client with the head offices in both Hatfield and Norfolk. We selected around 30 key terms to target on Google, so we can optimise accordingly for when people type these words or phrases in. Some of the words were very technical, including cladding, encapsulated doors and panelling and not something that our team had exposure to previously. 

We took this list of keywords and then integrated them naturally into the website, with some on existing pages and creating specific new landing pages for others. Ideally, to rank a keyword on Google, it needs to be present somewhere, and if mentioned in the meta-title and URL, this is best practice.

Site Clean-Up

In the first month, we carried out a thorough site clean up of all pages on the website. This included meta-titles, meta descriptions, h1 headings, image alt text, internal linking, sitemap optimisation and removing crawl errors and broken links. We accessed this information using tools like Screaming Frog and SEMrush which are both paid for - and they give you analysis of every page on the website and suggestions accordingly.


Still key to the Google search algorithm is having good quality links pointing to your website. This strengthens your domain and shows that you are being recommended by other sources around the web. We have reached out to different news sites and websites relating to health and business to show that Focus Washrooms is relevant in the industry. Over time, we need to ramp this up with more interviews, press releases and useful guides on their site that will naturally acquire good links.

Whilst it is still early days, we are very excited about this campaign and look forward to seeing positive results!


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