Fun Cases is now the number one organic result on Google UK for "phone cases". That did not happen by accident. It is the end of an eighteen month campaign run by Webgro's in house SEO team.
It is a brutal term. Tens of thousands of searches a month, every major retailer bidding for attention on it, and a long list of well funded direct to consumer brands who would all quite like the spot. Ranking first is not a vanity metric, it changes what the business can afford to do.
What the team actually did
Nothing clever. No shortcuts, no tricks, no single thing that flipped it. Just a lot of compounding work across four areas.
- Content. Category and collection pages rewritten around what people are actually trying to buy, then backed up with long form pieces that answer the questions they ask next.
- Technical. Page speed, core web vitals, structured data and internal linking rebuilt so neither people nor crawlers have to work for it.
- Category pages. Filters and product grouping reworked to match how somebody shops, rather than how the CMS happens to export data.
- Authority. Digital PR and partnerships that earned links from places that actually suit the brand, instead of chasing volume.
- #1
- Organic, Google UK
- 18 mths
- Campaign length
- 4
- Workstreams
Ranking for phone cases is a category win, not a keyword win. It changes the economics of the whole business.
Webgro SEO team
Why this only works inside a group
A direct to consumer brand the size of Fun Cases could not normally afford a dedicated SEO team of this calibre. Fun Cases has had one for years at no extra cost, because Webgro sits in the same group and everybody shares the same capability.
That is more or less the whole argument for running things this way.
Next
Holding it, which is harder than getting it. Adjacent category terms, longer tail queries, and a wider base of links so the position is durable rather than something that evaporates after one algorithm update.
