Objectives
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 to help them 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.
- Boost organic rankings
- Improve conversion from organic traffic
- Simplify the user journey by taking the user to specific products they search for
Our Approach
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 whsmith.co.uk 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%.
Results
- 15% increase in product page traffic YoY
- 34% increase in organic search revenue
- 49% increase in search sitelinks traffic
- 3% increase in organic search traffic
"equimedia have been our SEO partner for several years and work hard to understand our technical constraints, finding suitable workarounds. Customers can now navigate directly to our product pages, which was the main goal for sales conversion and we have seen great results in terms of sessions to these pages, and revenue attributed to the organic channel."
Chris Ritchie, Head of Content and Web
15% increase in product page traffic YoY
34% increase in organic search revenue
49% increase in search sitelinks traffic
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
