Our strategic approach focused on two key areas that would deliver the most immediate impact: Category Page Optimisation and Content Strategy Overhaul.

For the category pages, we implemented a partial redesign that fundamentally changed how users interacted with the site. By enhancing the internal linking structure and creating clear pathways to relevant subcategories, we made it significantly easier for users to find and purchase products. This optimisation wasn’t just about aesthetics – it was about creating a seamless journey from browsing to purchase.

The content strategy required a more dramatic intervention. With over 200 blog posts, many competing against each other, we conducted a comprehensive content audit. Our analysis revealed that 80% of the content was either underperforming or actively harming the site’s SEO through keyword cannibalisation. By eliminating this content and realigning the remaining articles with commercial intent, we created a more focused and effective content strategy.

Within just 6 months, these changes delivered remarkable results. Organic traffic surged by 40%, with improved rankings across core commercial terms and enhanced visibility for category pages. The improved conversion rates from organic traffic and stronger performance of commercial pages demonstrated that we weren’t just driving more traffic – we were driving the right traffic.

This project has established a strong foundation for continued organic growth, with numerous opportunities identified for future optimisation and expansion. It stands as a clear example of how strategic technical SEO and content optimisation can reverse declining traffic trends and drive significant revenue growth, even in highly competitive markets.