Fixing the redirects was the first thing to rectify alongside the initial issues with the site migration. We managed to use both the insights from the corrected redirect mapping, and cached versions of the previous sites, to identify missed opportunities and add missing pages from the old site (counting for hundreds of thousands of visits) to the new architecture.
Alongside this, we implemented an SEO-friendly faceted navigation to enable us to target niche areas where the old site could not and through extensive keyword research identified areas of page expansion for brands and designers, which proved to be a big USP for Heal’s. As an example of content campaigns being produced to increase brand awareness, ROAST worked with influencer Peter Berthoud, one of London’s predominant local historians, to produce an online and offline tour which explored the history of lighting in London and aimed to increase traffic through lighting product pages.
On top of increasing traffic levels, executing an in-sync online and offline campaign was a first for Heal’s and demonstrated ROAST’s part in shaping the future of the business. It also brought the brand into contact with influencers and journalists that would provide them with useful alliances moving forwards.
The campaign has resulted in:
- 146 extra keywords ranking (a 11 per cent increase)
- 185 extra keywords on page one (a 32 per cent increase)
- a 157 per cent increase of site visibility
- and 25,000 weekly non-sale sessions, up from 19,000.
“The team at ROAST are efficient, collaborative, forward thinking and quick to understand our brand. Strong communication kept our side up to speed with all the actions required to recover the migration, and integrated well into our business. No task was too big and the team provided a huge considered guidance to optimise each department on our side. ROAST likes a challenge and strives to produce the best work around.” James Williamson, Brand Marketing Manager at Heal’s