National Numbers

National Numbers is one of the UK’s leading marketplaces for personalised and private number plates, operating in a highly competitive search landscape dominated by large marketplaces and DVLA-related search queries.

When Climb & Conquer were engaged, the website had recently gone through a major migration, which had created some turbulence in how Google was crawling and interpreting the site. While the platform itself remained strong, several technical inconsistencies meant search engines were not fully understanding the site structure or content relationships.

This resulted in volatility across rankings and visibility for several important commercial search terms.

As a newly engaged partner, Climb & Conquer’s objective was to stabilise search performance, resolve technical signals and begin rebuilding organic momentum, while also identifying early opportunities to improve rankings for high-value keywords such as private number plates and personalised number plates.

With the campaign only just beginning, the focus was on delivering early traction while establishing a long-term SEO framework for sustained growth.

Climb & Conquer implemented a structured onboarding programme designed to quickly address technical signals from the migration while unlocking early performance gains.

Technical SEO Stabilisation

The first priority was ensuring search engines could properly crawl, interpret and index the site following the migration.

Key improvements included:

• Canonicalisation tag updates and corrections
• Trailing slash consistency fixes
• XML sitemap improvements
• Pagination fixes
• Internal linking and navigation adjustments

These updates helped reinforce clear technical signals to Google and improved how the site’s pages related to one another within the search ecosystem.

Page Optimisation & Content Enhancements

Alongside technical improvements, Climb & Conquer began optimising key commercial landing pages across the site.

This included:

• Homepage optimisation
• Page-level improvements across priority number plate categories
• Content updates across areas such as funny number plates, name plates, cheap plates and stock plates
• Identification of further content expansion opportunities

Throughout the campaign, the team monitored performance through live dashboards, Search Console data and ranking tools, allowing us to quickly identify improvements and react to fluctuations within Google’s search results.

Despite the campaign being only six weeks into the partnership, early indicators show strong positive momentum following the technical improvements and page optimisation work.

Month-on-month performance improved across the board in February:

• Clicks increased by 11.5% (previously negative growth)
• 278 keywords moved into higher positions

When adjusted for February being a shorter month, the growth becomes even clearer. Daily average clicks increased by 23.5%.

Search visibility also improved significantly, rising from 7.7% to 17.4%, demonstrating that the early optimisation work is helping the site regain and expand its presence in the search results.

Several high-value commercial keywords have already made strong ranking gains, including:

• “Private number plates” improving from position 24 to position 8
• “Personalised number plates” improving from position 31 to position 7
• “Number plate maker” improving from position 38 to position 10
• “Number plates” improving from position 45 to position 17

Just 6 weeks in, the team have really smashed this one out of the park and we’re seeing the site hit record levels of traffic.