The Solution

After conducting a comprehensive site analysis, our SEO team identified critical technical issues and content gaps that were hindering Croydex’s organic performance. To help Croydex work towards their goals, the strategic solutions included:

1. Resolving 404 navigation errors and updating broken internal links.
2. Optimising the robots.txt file to prevent unnecessary URLs from being crawled.
3. Adding an XML Sitemap in the robots.txt file for better search engine visibility.
4. Eliminating unnecessary internal redirects to enhance crawl efficiency.
5. Optimising product URLs and addressing duplicate Product Listing Pages (PLPs).
6. Conducting thorough keyword research and mapping to align content with user intent.
7. Crafting compelling PLP descriptions and implementing internal links to conversion-specific landing pages.

The Results:

Since implementing the SEO strategy, Croydex has seen remarkable improvements to its site:

• 110% increase in non-branded clicks compared to the previous period
• 27.96% increase in non-branded impressions compared to the previous period
• 23.1% increase in new users compared to the previous period
• 20.0% increase in sessions compared to the previous period

A standout achievement is the surge in keyword rankings, with ‘Toilet Seats‘ now securing the 2nd position on Google, a significant leap from the previous 58th rank. Moreover, Croydex has secured 1st-page rankings for terms such as ‘D-Shaped Toilet Seats’ (4th position, previously 10th) and ‘Shower Curtains’ (6th position, previously 19th).

Notably, Croydex surpasses industry giants like Amazon, B&Q, and Argos in search engine rankings.

Our Recommendations:

An effective SEO strategy requires a holistic approach, addressing the site’s technical and content aspects. For Croydex, prioritising quick wins in crawl ability paved the way for a tailored strategy delivering tangible results. Key steps the SEO team recommend for implementing a successful SEO strategy include:

• Reviewing crawler errors
• Identifying technical fixes, including redirects and redirect chains
• Ensuring all valuable pages are crawlable
• Conducting keyword research around core pages
• Internally linking PLPs and PDPs site-wide
• Mapping out keywords to on-page signals like title tags, H1s, and meta descriptions