Incontinence Choice is one of the UK’s leading online retailers of incontinence products, offering discreet, expert support to customers seeking practical, high-quality solutions for bladder and bowel health. With a broad product range including trusted brands like TENA, iD, and Lille, they provide everything from absorbent pads and pull-up pants to bed protection and skincare items. The company prides itself on fast delivery, excellent customer service, and expert product knowledge, helping individuals manage incontinence with dignity and confidence.
Incontinence Choice approached us with a clear objective: to improve non-brand organic visibility and recover lost performance in organic search. The ultimate goal? Increase customer acquisition and drive more revenue from organic traffic.
Improve Organic Visibility
Drive Organic Traffic
Prior to our collaboration, Incontinence Choice experienced noticeable declines in rankings and traffic for key commercial search terms, including high-converting product phrases like “waterproof mattress protectors” and “TENA pants”. This drop impacted not only individual category pages but also homepage performance, resulting in year-on-year revenue losses:
This dip in visibility and traffic meant fewer potential customers were finding their way to Incontinence Choice’s site at the crucial buying stage.
We began the campaign with an in-depth audit to uncover where and why Incontinence Choice had lost visibility in organic search. By analysing ranking declines and their direct impact on traffic and revenue, we were able to identify key areas for recovery and growth. This audit laid the foundation for a focused SEO strategy aimed at regaining lost ground and capturing new commercial opportunities across the site.
Our work centred on several core areas. First, we carried out a detailed ranking drop analysis to pinpoint the most affected pages and build a targeted recovery plan. We then conducted a competitor content gap analysis to understand what was driving performance for top-ranking sites on key commercial terms. With these insights, we delivered tailored on-page optimisations; improving page headings, internal linking, keyword usage and copy. We also developed a supporting blog content strategy to attract mid-funnel traffic and strengthen topical authority. Finally, we created new category pages targeting under-served keyword themes to further expand the site’s reach in search.
Our SEO strategy delivered strong year-on-year growth, restoring performance and unlocking new revenue streams:
June 2024 – June 2025 vs. June 2023 – June 2024
(A priority area during the first year)
