Derwen Wholesale | SEO
Strengthening organic visibility for a specialist wholesale garden supplier
About The Client
Derwen Wholesale is the wholesale arm of the Derwen Garden Centre, a long‑established, family‑run business known for its extensive plant range, competitive pricing and knowledgeable team. With direct access to Dingle Nurseries, Derwen Wholesale is uniquely positioned to source a vast variety of plants at scale, serving trade and wholesale customers who value reliability, expertise and availability. The wholesale website exists to support B2B customers specifically, providing access to product information and enquiries separate from the consumer‑facing garden centre experience.
The Challenge
Operating in a competitive wholesale and horticultural market, Derwen Wholesale needed to improve organic visibility among trade buyers searching for specific plant types, availability and supply partners. While the business had strong relationships, pricing and stock access, the wholesale website needed clearer search presence and structure to support discoverability. The challenge was to ensure the site was technically sound, clearly understood by search engines, and aligned with the way B2B customers search – without diluting the broader Derwen brand or confusing consumer and wholesale audiences.
What We Did
We began by auditing the Derwen Wholesale website against our technical SEO standards, reviewing indexation, site structure, metadata, crawlability and tracking accuracy. As a wholesale‑focused site, clarity was essential, so we ensured search engines could clearly understand the site’s purpose and content. Where issues were identified, improvements were implemented to create a stable, search‑friendly foundation that could support long‑term organic growth.
Once the technical baseline was established, we carried out keyword and intent research focused on wholesale and trade‑driven searches. Rather than targeting broad consumer terms, we prioritised keywords aligned with bulk purchasing, plant supply and trade relationships. This ensured SEO activity supported the right audience – businesses actively looking for wholesale partners rather than casual retail browsers.
We refined on‑page elements across priority pages to better reflect search intent and improve clarity. Headings, metadata and content structure were optimised to support relevance, while maintaining a professional, informative tone suitable for trade customers. The focus was on helping search engines and users quickly understand what Derwen Wholesale offers and why it is a trusted supplier.
SEO activity for Derwen Wholesale is treated as an ongoing process. Performance is monitored closely, with regular review of rankings, visibility and site behaviour. Transparent reporting ensures clarity around what work is being done, how the site is performing and where future opportunities lie, allowing the strategy to adapt as the wholesale offering evolves.
Derwen Wholesale now benefits from a clearer, more focused organic search presence that better reflects its wholesale positioning and expertise. The website is more discoverable for relevant B2B searches, with improved technical health and stronger alignment between content and user intent. SEO now supports the business as a sustainable, long‑term channel – strengthening visibility, reinforcing credibility and helping connect Derwen Wholesale with the right trade customers.
What made the magic happen…
- Keyword analysis & tracking
- Organic strategy + Content creation
- Verve™ foundational standards
- On page technical markup
- Detailed monthly reporting
