International visibility for an architectural stonemason

The client.

Ian Knapper is a distinguished architectural stonemasonry brand renowned for transforming solid natural stone into breathtaking, bespoke designs. By seamlessly blending traditional craftsmanship with contemporary engineering and timeless aesthetics, Ian Knapper creates custom pieces such as solid stone staircases, stone fireplaces, intricate internal architectural elements, stone furniture, and other sculptural commissions.

His work is a legacy set in stone—destined to endure in some of the world’s most prestigious homes and buildings. With every staircase, fireplace, and sculptural piece designed to stand the test of time, we take immense pride in supporting Ian Knapper’s brand. We are committed to ensuring that his artistry continues to inspire and captivate for generations to come.

What we did.

As a luxury brand found in super-prime homes and prestigious commercial properties, Ian Knapper's international clientele is both discerning and discreet. High-end building and home owners value privacy, which makes it challenging to share much of Ian's work publicly—especially larger architectural projects where the full beauty of the installation is revealed only when the space is completely decorated.

Over the years, we have advised the team on curating a gallery of stunning images that both respect client privacy and capture the essence of Ian Knapper's craftsmanship. We optimised and marketed these images to maximise Google Image search visibility for relevant aspirational queries, engaging high-end consumers researching their options.

Additionally, we commissioned a short film that highlights the elegance of Ian's staircases, using it to promote the brand in outbound communications and to generate inbound marketing signals such as backlinks and increased social media visibility.

Of course, many of Ian Knapper's customer relationships are B2B, with the commercial journey often beginning through contractors such as interior designers, architects, and construction companies. Alongside Ian's passionate delivery of CPD courses for the trade, we aimed to position Ian Knapper as the leading authority on stone staircases, stone fireplaces, and architectural stonemasonry through inbound search channels.

Our strategy began by optimising the website's content, carefully balancing aspirational brand language with trade-specific engineering keywords. We then built a network of high-authority, high-trust, trade-relevant backlinks to boost the content to the top of Google SERPs. In addition, we commissioned a second, trade-focused film that celebrates the engineering, design, craftsmanship, machinery, and installation expertise behind each Ian Knapper creation.

Our hands-on SEO and technical stewardship, paired with strategic marketing advice and introductions to our trusted film production, social media, and PR partners, have fuelled an integrated, multi-channel strategy. This approach has not only elevated Ian Knapper's online visibility but has also delivered tangible commercial results.

Project results.

Ian Knapper’s market is one of quiet exclusivity—an elite circle where heritage, craftsmanship, and discretion are valued above all else. Gaining visibility in this space is no easy feat; it is a world where connections are carefully curated, access is reserved for those who truly appreciate artistry, and trust is earned over time.

Over the last decade, we have steered Ian Knapper's organic visibility through several shifts in product focus, through market changes, and always towards the joint goal of being the #1 aspirational brand for consumers and contractors alike. Today, Ian Knapper stands proud as that #1 brand, reimagining what is possible with solid natural stone and garnering opportunities to turn those visions into reality.

• 1616% increase in targeted share of voice
• 153% more commercial keywords vs closest competitor
• 700% increase in top 10 ranking keywords in the UK
• 1040% increase in top 10 ranking keywords globally

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"Under the guidance of RankBrain, we have made significant organic progress and I wouldn't hesitate to recommend their services.”
- Ian Knapper, MD

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