24th July 2017
Wyevale Garden Centres is one of the biggest garden centre retailers in the UK, but a non-transactional site was holding back its online performance. The client tasked us with helping them migrate from Demandware to the Oracle Commerce Platform and using this as a basis to significantly improve organic market share — in other words, their visibility on Google.
Seasonality plays a huge role in any garden centre business model, so it was key to focus on outdoor living products, such as garden furniture and barbecues, throughout the warmer months and move our attention to Christmas trees ahead of Q4.
As well as working closely alongside Wyevale’s in-house marketing department, we were required to liaise with their external web development and PR agencies to ensure all SEO opportunities were maximised.
Using Basecamp to keep the client up to date and communicate with key stakeholders, we focused on facilitating a smooth and search-friendly migration. We then implemented a content and outreach strategy to help build site authority and drive sales in key commercial areas.
Analyse URL structure and HTTP status codes to limit disruption caused by the site migration project and ensure efficient use of crawl budget.
Optimise category content to establish relevancy for target keywords and set up a gardening guides section to attract new audiences.
Boost key commercial areas with timely outreach, utilising assets such as centre locations, on-site gardening guides and staff expertise.
The Wyevale Garden Centres site has gone on to rank 1st for focus keywords including 'garden furniture' and 'real Christmas trees' in Google UK, outranking well-established competitors. Here are headline statistics showing year-on-year growth during the campaign.
The Glass Digital team were instrumental in the successful launch of our transactional site. This was a huge project and their constant communication with our in-house team and web development agency meant it went much more smoothly than we could have hoped. The results have far exceeded our expectations and we're excited to see how much more we can achieve together.