SEO for PAROC Group

Paroc, one of Europe’s leading manufacturers of energy-efficient and fire-proof insulation solutions, operates across 13 countries and supplies its products to over 40 nations. Despite their strong market presence in the Baltic region, Paroc wanted to expand into Europe, with a particular focus on the UK market.

The goal was to drive 15% of their turnover through digital channels, and a key strategy to achieve this was to boost traffic to their UK website. 

Their target audience included insulation suppliers and contractors in the UK construction industry, who may not yet have been fully aware of Paroc’s high-quality products, already well-established in other regions.

To help Paroc achieve this, we implemented a comprehensive SEO programme covering:

• Keyword analysis to align with key industry terms
• Optimisation of page titles, meta descriptions, headings, and alt tags
• Strategic placement of target keywords within specific pages
• Improved internal linking to relevant content
• Relevant backlinks to strengthen SEO authority
• Setup and optimisation of their Google Business page
• Content optimisation advice to ensure new site content aligned with SEO best practices
• Assistance with page template improvements during a site redesign
• Mobile optimisation via Google PageSpeed insights to ensure fast, responsive design

A major feature of Paroc’s website is their Knowhow section, which offers detailed information on topics such as sound insulation and fire safety classifications. This page, packed with industry knowledge, helped position Paroc as an authority on these important topics. Google ranks pages highly that display expertise, and Paroc’s Knowhow page proved to be an excellent resource for this.

As we tracked the performance of key pages and made continuous adjustments, Paroc’s site traffic started to grow steadily. The site saw a major spike in visits following the Grenfell Tower fire tragedy. As people sought information about fireproof cladding and safety ratings, Paroc’s site became a vital resource for this high-demand information. Even after the initial surge, the website maintained higher visitor volumes, outpacing competitors and solidifying its reputation as a leading authority on fire safety.

By providing unbiased, educational content on fireproof cladding and insulation, rather than solely promoting its products, Paroc successfully enhanced its profile in the UK, increasing brand recognition and trust in their products.