JCB

Taking on the big retailers, one keyword at a time

JCB Explore exists to inspire creativity and imagination in children and families, while deepening their connection with the JCB brand. In 2020, JCB partnered with Atomic to reimagine the existing JCB Explore website, transforming it from a functional product hub into a destination that could genuinely engage every type of JCB fan, from toddlers discovering diggers for the first time to adult collectors hunting for premium merchandise.

Digital Marketing

14,800%

increase in organic search traffic in 12 months

months of increased organic search traffic

for “digger toys”  in 6 months

The challenge

Scratching the surface of a wider audience

While the website was already focused on children and families, early analysis revealed it was only scratching the surface of its potential audience. To understand the full opportunity, we developed a series of user personas, mapping out distinct groups including kids, parents, childcare professionals, and collectors. This exercise surfaced audiences the site had never been built to serve: collectors drawn to higher-end merchandise, and educators seeking toys that support constructive play in professional settings. The challenge was clear. Broaden the website’s reach without losing sight of its core identity.

The strategy

Two priorities, one clear direction

With a clearer picture of the audience, two immediate priorities emerged: closing the gap on branded keyword traffic, and competing for high-volume product and category terms. The first phase focused on capturing users already searching for JCB merchandise who were being lost to competitors. Once that foundation was established, attention shifted to tougher territory. Category keywords like “digger toys” were dominated by the likes of Amazon, eBay, Argos, and Smyths Toys. Through a combined programme of UX optimisation, technical improvements, link building, and targeted content production, the site’s rankings began a steady upward climb.

“

Over the last 12 months Atomic have delivered strong and consistent SEO management of our new Kids and Families focused website jcbexplore.com.

We’ve seen significant growth in organic traffic (over 400%) over that period and impressive increases in targeted non-branded and branded keywords. This continuous optimisation process has been fundamental to the ongoing success we are seeing on the site.

Sam Johnson

Senior Licensing Manager

The results

Competing with the UK's biggest retailers

Within six months, JCB Explore was ranking competitively against the UK’s biggest retail platforms for its core keywords, hitting number one for “digger toys” and holding its ground in the SERPs. Over the following year, organic search traffic grew by 14,800%, with strong positions maintained across head terms for over eight months. Beyond the numbers, JCB Explore had established itself as a credible, trusted brand voice in its space, reaching a wider audience of children, parents, and enthusiasts, and giving the JCB brand a meaningful presence far beyond the building site.