Perrin & Rowe is one of House of Rohl’s most established and recognisable brands. Crafted in England, it is renowned for its heritage, craftsmanship, and quality, often described as the “fine jewellery” of kitchen and bathroom fixtures. Known for timeless British design and precision engineering, Perrin & Rowe carries a strong reputation in both consumer and trade markets.
A data-led SEO strategy helped House of Rohl turn a complex site consolidation into a growth opportunity, restoring visibility for Perrin & Rowe, boosting top keyword rankings by over 200%, and driving a 48% increase in organic traffic within months of migration.
The impact
- +245% increase in #1 keyword rankings
- +200% increase in #1-10 keywords rankings
- +48% monthly organic traffic
“We knew consolidating two established brand sites would be complex, and we were concerned about losing the visibility we’d built over the years. The team at Enjoy quickly understood our challenges and put a clear plan in place. Within just a few months, we were seeing stronger rankings, more traffic, and better visibility than before the migration. Their expertise and proactive approach made all the difference.”
Fran Aukland, Head of Digital Marketing EMEA, House of Rohl
background
House of Rohl is a group of luxury kitchen and bathroom brands that brings together globally respected names known for timeless design and craft heritage.
Part of Fortune Brands, House of Rohl’s portfolio includes Perrin & Rowe, Shaws of Darwen, Victoria + Albert Baths, and Riobel, offering premium fixtures across the UK and international markets.
As the most recognised brand in the portfolio, Perrin & Rowe plays a key role in House of Rohl’s digital performance, driving significant organic visibility and product discovery. Any loss in rankings following migration carried a clear business risk, with potential knock-on effects for online sales and retailer demand.
In early 2024, House of Rohl consolidated its digital presence by migrating the Perrin & Rowe site into its primary domain. We were brought in to support the SEO strategy post-migration, making sure visibility wasn’t lost, performance improved, and customers could still find the products they knew and trusted.
challenge
Merging two well-established brand sites created technical and strategic SEO challenges. The newly launched House of Rohl site was live, but visibility was down. Despite a successful migration from a development standpoint, the site was struggling to rank, particularly for branded terms related to Perrin & Rowe and key non-branded terms around products.
Key challenges included:
- A lack of optimised metadata across priority pages
- Confusing messaging that made it unclear to users (and search engines) where Perrin & Rowe content was now located
- On-page content that didn’t reflect the keywords people were searching for
- Google not confidently recognising which version of brand or category pages to rank
We needed to regain and grow visibility for both House of Rohl and Perrin & Rowe within the unified domain.
APPROACH
We delivered a clear, data-led SEO strategy grounded in extensive keyword research and content refinement.
Our work focused on restoring brand relevance, resolving mixed signals in metadata, and making the content more discoverable and helpful for users.
We focused on resolving cannibalisation issues, where Google wasn’t sure which pages to prioritise post-migration, which is a common issue during site consolidations.
what we did
Post-migration SEO audit and metadata overhaul
We began by auditing the House of Rohl site to identify immediate technical and on-page SEO gaps, particularly where Perrin & Rowe product visibility had dropped.
A complete refresh of metadata across core product and brand pages was implemented, based on real keyword data. This included title tags, descriptions, H1s, and internal linking structure.
Specific attention was given to Perrin & Rowe brand and product pages, ensuring metadata, on-page titles, and content reflected the brand name and its high-value search terms. Redirects from the previous Perrin & Rowe site were already in place, so our focus was on reinforcing relevance and helping Google confidently associate Perrin & Rowe content with its new home on the House of Rohl domain.
Highlights
- Freestanding bath taps #17 - #7
- Kitchen sink mixers - #22 - #5
- Deck Mounted Basin taps - #15 - #6
- Handshowers - #12 - #7
Content optimisation to match search intent
Using keyword research, we updated existing page copy and added new content to key landing pages to support organic discoverability.
This helped Google better understand page relevance and restored ranking confidence for both House of Rohl and Perrin & Rowe terms.
As the site began to be recrawled with the improved metadata and content, we saw substantial ranking improvements across high-value pages.
results
This focused SEO work resulted in strong gains within just a few months of launch:
- +85% increase in #1-3 keyword rankings (from 40 to 74)
- +200% increase in #1-10 keywords rankings (from 136 to 412)
- +48% increase in monthly organic traffic
While the overall site grew, much of the uplift can be attributed to Perrin & Rowe’s strong brand equity and improved visibility within the consolidated domain, driving both branded and non-branded keyword gains.
Let’s grow together
This is a clear example of how SEO can play a critical role in brand consolidation, helping users (and search engines) understand a new digital landscape after a site migration. With a smart, targeted approach to keyword alignment and content quality, we helped House of Rohl successfully integrate Perrin & Rowe and turn disruption into growth.
At Enjoy, we help ambitious brands grow sustainably through performance marketing. Get in touch to see how we can help you.
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