THE CHALLENGE

Life Style Sports had experienced a two-year decline in organic search visibility for their UK and Ireland websites. They weren’t sure what was causing the problem, and hadn’t been tracking their website’s performance, leaving them unsure as to what to do next. We were tasked with turning their performance around.

THE IDEA

We needed to start tracking things, fast. We put systems in place that would allow us to find, and fix, the problems that were impacting visibility.

To start with, we looked at data. Whenever users interacted with the websites, false figures were being collected, and by fixing that we could get a clear picture of what was actually happening. This data showed us that out of stock products were still being listed on search engines, leading to a bad user experience and low conversion rates.

By redirecting out of stock product pages to category pages, we improved the user experience and saw more customers buying products.

Finally, we discovered that different countries’ websites were displaying duplicate content, making it difficult for search engines to differentiate pages for the right audience. To fix this, we updated the metadata to be specific to the targeted country, allowing customers to find what they were looking for, where they were looking for it.

THE RESULTS

Our tracking paid off, literally. By increasing visibility, we increased organic traffic by 60% and organic revenue by 59%, as more people found the right site in the right country. In Ireland, we created a 26% increase in visibility, while in the UK visibility went up by 130%.

Better search results. Better engagement. Bigger paydays.