.
Our client is a rapidly growing e-commerce store offering sports supplements in the UK market. They specialise in providing high-quality products to support physical activity and recovery. The sales platform is based on the WordPress system, which allowed for flexible content management and SEO optimisation.
In the initial version of the website, the categories in the menu were too general and imprecise. This approach made it difficult for users to quickly find the products or content they were interested in, negatively impacting navigation experience and site performance. The overly broad names didn’t clearly indicate what products were available, leading to users leaving the site without converting. As a result, SEO optimisation was also hindered, as search engines couldn’t properly understand the site structure.
Many category pages lacked sufficient content, resulting in poor visibility in search engine results. In terms of SEO, content on category pages is crucial because search engines like Google consider the quality and uniqueness of text when evaluating pages.
The website lacked appropriate meta tags, such as titles and descriptions, which are crucial for both users and search engines. Meta tags serve as the first point of contact with search engines and users who see them in search results. The absence of optimized titles and descriptions resulted in the site being less visible and less attractive in search results.
The main goal of the SEO efforts was to increase the website’s visibility in organic search results, leading to a rise in traffic. To achieve this goal, it was crucial to improve the website’s structure and optimize content for the most frequently searched phrases in the industry. Enhancing visibility included both technical and content aspects – such as improving navigation, using the right keywords in content, and optimising meta tags and headings. These actions aimed to help the website rank higher in search results, which would contribute to increasing the number of visits from organic search, attracting new users interested in the company’s offerings.
The ultimate business goal was, of course, to increase revenue. Organic traffic was the foundation, but equally important was effectively converting those visits into actual user actions, such as product purchases. Optimising the website for UX (User Experience) aimed to make it easier for users to take the desired actions.
/
We carried out comprehensive efforts aimed at improving the visibility of our client’s website in the sports supplements industry. We started with a thorough keyword research, identifying the most important phrases related to the industry. Next, we conducted a detailed SEO audit, analysing the site from both a technical and content perspective. The next step was to compare the site’s visibility with that of its competitors in order to identify strengths and weaknesses. Based on this analysis, we prepared technical recommendations and implemented changes to improve the site’s structure and UX. We also focused on content creation, producing valuable text for category and product pages. Finally, we optimised the meta tags, adjusting titles and descriptions to meet the needs of both users and Google bots.
The SEO actions taken as part of this project resulted in a significant increase in organic traffic, driven by improved rankings for key business-related keywords. Enhancing the site structure and streamlining navigation positively impacted the user experience, which in turn contributed to a rise in conversions. Optimising meta tags and tailoring content to the most frequently searched terms directly led to an increase in visitors. Ultimately, the set goals – increasing traffic and revenue – were achieved, and the site gained a stable position in search results, providing a solid foundation for further growth.
