Since 2008, equimedia has worked closely with WH Smith’s web team to identify opportunities for improving SEO visibility, whilst understanding the complexities of their vast eCommerce website.


Over a 2-year project we worked with the client team to identify optimisations for the product pages to boost their organic rankings. Conversion from organic traffic was poor so WH Smith were keen to ensure natural search results took the user to specific product pages so they could find the information they needed to complete their purchase easily.

And with the new mobile site launch imminent, they needed to be confident that regardless of device, the user would be directed to the most appropriate page to simplify the user journey and maximise ROI from the organic channel.

Following a technical site review of these specific page-types, we worked with the web team to implement achievable fixes within the constraints of the website build structure – providing ROI business cases for each fix, explaining the anticipated positive business impact to stakeholders to support website changes.

The new mobile site was also search engine optimised to ensure good customer experience across all devices.

Structured data was implemented, enabling the Sitelinks Search Box on Google’s SERP, and duplicate pages were reduced by 99%.

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