We’re pleased to share the results of a one-off SEO and digital marketing project we recently completed for TRUP (The Re-Use Partnership), made possible through the generous support of Cory. The goal of the project was to boost TRUP’s online visibility, make their website easier to use, and provide training so the team could continue building a stronger digital presence.
A special thank you goes to Fiona Cummins and her colleagues at Cory for their funding and support. Their contribution made it possible to deliver the SEO updates and training that will support TRUP well into the future.
Who is Cory?
Cory is one of the UK’s leading recycling and waste management companies. Based in London, Cory provides safe, clean, and sustainable waste management solutions across the city and the South East.
Cory’s Riverside facility in Belvedere is one of the UK’s largest operational Energy from Waste (EfW) facilities. In 2024, it diverted 916,000 tonnes of non-recyclable waste from landfill and generated 576GWh of electricity – enough to power 213,000 homes.
Cory aims to be a good neighbour and an asset to the community. Its Community Fund supports groups and projects that help strengthen local communities, including the one with TRUP outlined below.
Cory also provides important funding for projects such as The Bexley Eco Festival and supports Bexley schools at their annual Earth Summit to raise awareness of the planet’s plight.
Visit Cory: https://www.corygroup.co.uk
Who is TRUP?
The Re-Use Partnership (TRUP) is a Thurrock-based charity dedicated to promoting sustainability and supporting the local community through their initiatives. Their primary focus is on reusing and repurposing household items, thereby reducing waste and providing affordable goods to those who need them.
In collaboration with Thurrock Council, TRUP helps people who qualify for the Essential Living Fund by supplying them with essential household goods. This support is very important for those facing financial difficulties, ensuring they have access to basic items.
TRUP welcomes donations of reusable household items and offers free collection services for suitable contributions.
The organisation also provides training and volunteering opportunities, encouraging community involvement and personal development. These roles are designed to empower individuals while helping TRUP’s work.
Visit TRUP: https://www.trup.org.uk
What the project achieved
With a set budget, Social Matrix focused on areas that would help TRUP reach more people online and improve their website’s performance. TRUP wanted to keep the overall look and feel of the site, so the updates worked within their existing design.
Here’s what we achieved:
1. Website SEO Fixes and Improvements
We carried out a full website audit and made key SEO updates, including:
- Fixing indexability issues to ensure all key pages are discoverable by search engines.
- Addressing orphan pages, making sure all pages are properly linked for better navigation and SEO value.
- Optimising meta descriptions, header tags, and image alt text to improve keyword relevance.
- Improving internal linking to create a better user journey and increase page authority.
- Adjusting page structures and menu navigation to make the site more user-friendly.
These changes help search engines understand and rank the TRUP website more effectively, leading to better search visibility for key terms related to their services.
2. On-Page SEO & Content Strategy
SEO isn’t just about technical fixes. It’s also about engaging, well-structured content. We worked on:
- Keyword research to identify high-potential search terms relevant to TRUP.
- Optimising existing content to align with best SEO practices.
- Updating page descriptions and headings to improve TRUP’s Google and other search engine rankings.
- Privacy Policy and Cookies Consent banner to ensure anyone submitting enquiries are aware of how their personal data is used and processed.
These steps mean people searching for TRUP’s services can find them more easily.
3. Mobile Site Optimisation
A mobile-friendly website is very important for user engagement. We standardised the content alignment and added better mobile navigation, ensuring that visitors can easily browse the site from any device.
4. Training for TRUP’s Team
To help TRUP’s team manage their website, we delivered training on Instagram and blogging so they can continue building their digital presence. We also provided a video guide on website maintenance for them to use as a reference.
5. New Visual Content – A Video for TRUP’s Homepage
Beyond SEO, we created new visual content for the site. We captured photos and turned them into a simple video for TRUP’s homepage, creating a dynamic first impression for visitors.
This video adds a friendly and engaging touch to the site, showing TRUP’s impact in a clear, visual way and helping visitors understand what TRUP offers.
The Impact
With these changes, TRUP is now better positioned to:
- Reach more people through search engines and social media.
- Engage their audience with better content and navigation.
- Maintain their digital presence through in-house updates and training.
We are proud to have supported TRUP in their mission to serve the community, and we’re excited to see them continue to grow online.
They are already ranking higher in several searches they weren’t previously ranking for.
The table below shows a sample of changes to search position before and after the project in the catchment area for TRUP:
| Keyword (search phrase) | Position before the Project | Position July 2025 | Current Page on Google |
| affordable second-hand furniture thurrock | 0 | 1 | 1 |
| affordable white goods east tilbury | 0 | 1 | 1 |
| charity furniture shop east tilbury | 0 | 1 | 1 |
| furniture donation collection thurrock | 0 | 1 | 1 |
| pre-loved household items east tilbury | 0 | 1 | 1 |
| second generation east tilbury | 0 | 2 | 1 |
| pat tested second-hand appliances essex | 0 | 2 | 1 |
| community re-paint scheme thurrock | 0 | 4 | 1 |
A huge thank you to Cory
This project would not have been possible without the kind support of Cory. Their funding made it possible for TRUP to get expert SEO improvements, digital training, and a new video to improve their online presence.
Visit Cory’s website to learn more about their work: https://www.corygroup.co.uk
Check out TRUP’s website to see the improvements in action: www.trup.org.uk
If your organisation is looking for similar SEO improvements or digital marketing support, feel free to reach out. We’d love to help!