The Challenge
- Low Clicks: The website was receiving under 10 clicks a day, often not even reaching 5.
- Poor Content Quality: Content was not effectively engaging the target audience or addressing their needs.
- Inadequate UX/UI: The user experience and user interface were not intuitive, leading to low sales.
- Weak SEO: The website was not optimized for search engines, resulting in low visibility for relevant searches.
The Results
- Product Pages Ranking: The relevant product and category pages started to rank in the top 1-10 in google.
- Top Site Speeds: With best practices taken care of, site speeds hit 98 for all metrics.
- Record Sales Month: Most online sales seen by Butford Organics since inception off only initial implementation.
- Better Map Pack Ranking: With Citation and GBP optimization showing up for local terms has increased 2 fold
Our Strategy
Market Insight and Keyword Optimization
The initial phase focused on in-depth market research. I analysed leading competitors in the cider industry, identifying common pitfalls and areas for improvement. What we found was that even though these brands were often much larger they often had a confusing site layout, it wasn’t clear where the shop pages were and very often they weren’t mobile-friendly at all, which is where over 50% of traffic comes from in the industry. This analysis was crucial in formulating our strategy.
Design and User Experience
I then embarked on a comprehensive redesign, aligning the new look with Butford Organics’ brand identity. Opting for an orange and green colour scheme based on the brand colours, I prioritized a mobile-first approach to ensure a seamless shopping experience across all devices. With consistent text, colours, and spacing throughout with clear navigation to the shop pages and informational pages about the brand, the process to buy became a lot clearer.
Implementation and Launch
Technical SEO and Website Launch
With a fresh design in hand, I tackled the technical SEO aspects. I transferred and fixed URLs from the old site, ensuring a smooth transition to the new platform. This step was crucial in preserving existing SEO value and setting a robust foundation for future growth as there were links from brands such as The Guardian and The Telegraph that weren’t leading anywhere! We also optimised all images into webp, the most compact image format which often slows a lot of sites down, and made sure and the titles and meta text were perfect to target the correct keywords.
Optimizing Local SEO
Concurrently, we corrected the Google Business Profile for Butford Organics, paying attention to local SEO elements like address accuracy and high-quality citations. With updated citations and information along with interlinking between the site and google maps profile we instantly saw a boost for certain search terms. This step was vital in boosting their local online presence as it was an area in which they wanted to grow with more tours.
Content Strategy
Lastly, I initiated a robust content strategy. I identified key informational gaps in the cider industry, positioning Butford Organics as a thought leader with a series of well-crafted, SEO-optimized articles. This content not only aimed to educate but also to capture a wider audience through top-of-the-funnel keywords. This also allows for stronger internal linking so we can power up the product pages while also building that ever-important topical authority. Now 5 months later virtually every article in ranking for the chosen keywords and helping bring up the product category pages too.
