Hyperoptic

Challenge

The main challenge for Hyperoptic was that they are only available in certain locations. This meant that strong content and on-page optimisation was needed to gain an advantage of competitors.

Innovation

In Year 1, we laid the technical foundations – optimising site performance, structure, and crawlability to ensure Hyperoptic was primed for growth. From there, we developed a robust strategy to capture generic visibility, zeroing in on high-volume, high-intent keywords to push Hyperoptic up the rankings.

By Year 2, we shifted gears into content – launching the ‘Explained Hub’, a blog designed to guide users through broadband decisions with clear, informative content. Every article was underpinned by ROAST’s deep SEO and competitor research, identifying where Hyperoptic was losing ground and exactly how to close the gap. This became our blueprint – data-led content creation powered by content gap audits.

Over time, we’ve refined and repeated this process – identifying high-impact topics, producing authoritative content, and reinforcing it with eye-catching, shareable infographics.

Making It Happen

As the partnership matured, so did the strategy. After two years of building authority through technical SEO and broad content, we pivoted to Programmatic SEO – a localisation-led approach designed to drive visibility where it matters most.

This meant creating highly targeted content for specific regions where Hyperoptic’s service is available – starting with London boroughs. By aligning our content strategy with geographic availability, we ensured that people searching for broadband in covered areas would find Hyperoptic front and centre.

Summary

Hyperoptic now dominates valuable visibility in the SERPs, consistently ranking for competitive broad terms like ‘fibre broadband’.

Generic Visibility

• Hyperoptic has experienced consistent growth in keyword visibility, with notable gains in high-traffic page-one positions.

Local Strategy

• Average ranking against local keyword set increased from #16 in January 2025 to #11 in August 2025.
• Hyperoptic have increased positions 1 to 3 from 10% of tracked keywords to 25% of tracked keywords within the Local Strategy