SOUTHERN SCREED.

02 — THE CHALLENGE

WHAT WAS HAPPENING?

Southern Screed delivers high-quality liquid screed and floor preparation across Surrey, London and the South East. Despite over 30 years of operational experience, potential clients searching for liquid screed, Cemfloor, and underfloor heating in key catchment areas were hitting competitor sites instead of discovering their services directly.

03 — WHAT I SAW

RICKY'S DIAGNOSIS

The business didn't have a service issue — they had a search architecture and entity consistency issue. Their local service pages lacked structured location signals, technical markup was missing, and their specialized offerings (like Cemfloor Therm and Level Plus) were not distinctly mapped to search intent in their core regions.

04 — THE PLAN

METHODOLOGY IN ACTION

UNDERSTAND the precise search intent in target South East locations. BUILD structured service and location pages with full technical schema. CONNECT local map signals and review flows. GROW organic lead generation for commercial and domestic projects.

05 — WHAT WE BUILT & CHANGED

EXECUTIVE DELIVERABLES

Restructured website architecture with dedicated Cemfloor, information guides, and project portfolio sections. Built technical schema for local business and service offerings. Engineered clear quote and contact pathways, making it effortless for contractors and homeowners to request pricing.

FACTUAL DELIVERED STATE

A clean, high-performing digital asset that clearly establishes Southern Screed as the premier liquid screed specialist in Surrey and London, capturing local commercial and domestic enquiry volume.

07 — WHAT I LEARNED

FIRST-PERSON INSIGHT

"Local search dominance for specialist trades comes down to absolute site clarity and hyper-localized intent architecture — not generic keyword stuffing."