Organic foundations for a sustainable ecommerce retailer
Service: SEO website audit, technical SEO, content strategy
Overview
The client, Woolf Pure Mountain, is a conscious outdoor clothing retailer based in the UK. Founded by David Henderson, the brand creates plastic-free garments using its own unique PureFleece® fabric. In Summer 2023, David approached us to help him to prepare his new website for a seasonal collection release, with the overarching aim of improving search engine visibility for his line of carefully crafted sustainably manufactured outdoor garments.
Project objectives
- Increase search engine visibility of new domain ahead of seasonal ecommerce launch.
- Ensure domain technical health ahead of the launch.
- Add value to commercial journey through targeted content development.
What we did
Website audit
We carried out a full audit of the clients’ new domain, exploring technical SEO health, content quality and scope, and commercial journey. From this point, we devised a roadmap which we’d be able to collaborate with the client on, with some of the main focuses being content improvements, on-page SEO optimisation, and some technical tweaks.UX review & improvements
We built a UX review into our audit process, and it identified some issues with the existing onsite navigation layout. Commercial journey was being split across two different routes into the product category pages, so we carried out some competitor analysis to inform the amends made. The result was a streamlined route for users to follow directly through to the product landing pages.Targeted SEO content development
Using our keyword research and website analysis as a starting point, we pinpointed opportunities to build an onsite content strategy, using a mixture of content types to target different awareness stages. From size and care guides for garments, to creating profiles for the PureFleece® fabric and garment design process. We informed the development of content that would generate engagement, supercharging it with targeted touchpoints to turn some of this traction into commercial interest.Keyword research
We carried out in-depth keyword research to identify the most relevant, lucrative organic search terms to inform our on-page SEO approach and content strategy suggestions.Technical SEO improvements
Our audit findings identified some instances where technical fixes could be used to improve user accessibility, and one of our actions included revising canonical links and URL structures.Results achieved
453%
uplift in clicks through to the domain from SERPs, and organic traffic contributed to 38% of all purchases made.
138.4%
increase in organic search impressions.
678.5%
increase in non branded clicks from SERPs.
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