The Challenge
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PREVIOUS CLIENT
Wynnstay
- Digital Strategy
- Project Management
- Technical Support
- Technical SEO
Overview:
Wynnstay is a leading supplier of agricultural products and services, offering comprehensive solutions to farmers.
Their operations span three key divisions: Feed, Arable, and Country Stores, making them a crucial partner for the agricultural industry.
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The Challenge
As part of our long-standing relationship with the Group, we identified a number of opportunities to review the keyword targeting on the category landing pages. As part of the research, we noticed that there was a discrepancy with the keyword they were targeting on the site, and what a user would typically search for.
With this in mind, we identified a target keyword to increase organic sessions, organic users and organic revenue through more effective targeting of potential customers coming to the site via search engines.
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Solution & Results
After reviewing on-site opportunities, we focused on optimising Wynnstay’s ‘Fencing & Gates’ and ‘Dairy & Beef’ landing pages. We updated title tags, H1s, and descriptions to target key terms and added internal links to improve user experience and distribute authority. We also fixed 404 errors to ensure smoother navigation and prevent Google from wasting crawl budget.
45.36%
Increase in Organic Sessions YoY
475.5%
Increase in Organic Revenue YoY
70.26%
Increase in Organic Users YoY
Solution & Results
After reviewing on-site opportunities, we focused on optimising Wynnstay’s ‘Fencing & Gates’ and ‘Dairy & Beef’ landing pages. We updated title tags, H1s, and descriptions to target key terms and added internal links to improve user experience and distribute authority. We also fixed 404 errors to ensure smoother navigation and prevent Google from wasting crawl budget.
45.36%
Increase in Organic Sessions YoY
475.5%
Increase in Organic Revenue YoY
70.26%
Increase in Organic Users YoY
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The Challenge
Wynnstay approached Ayko with issues around site navigation, user journey, and low conversion rates. Our review revealed thousands of redirect chains slowing down the site and affecting crawlability. The complex structure also made it hard for users to find products, leading to higher exit rates due to poor navigation and a lack of clear paths from entry to conversion.
Site Navigation and Structure
Poor User Experience and User Journey
Poor Conversion Rates
The Challenge
Wynnstay approached Ayko with issues around site navigation, user journey, and low conversion rates. Our review revealed thousands of redirect chains slowing down the site and affecting crawlability. The complex structure also made it hard for users to find products, leading to higher exit rates due to poor navigation and a lack of clear paths from entry to conversion.
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Solution & Results
The navigation project began with a full audit of Wynnstay’s URL structure to preserve existing SEO value. A site crawl revealed thousands of internal redirects and redirect chains, which we addressed ahead of the new navigation launch. Working closely with Wynnstay, we conducted keyword research to inform the new URLs and updated 299 internal links to maintain authority. Before deployment, we finalised a full redirect map and optimised all new pages by aligning title tags, H1s, meta descriptions, and category content with SEO best practices.
Since being deployed, we instantly saw a 134% increase in organic impressions on the site. Over the past 12 months, the site on average recorded 50,000 impressions a day. This then doubled recording 116,955 impressions on the 1st day post-launch:
6.24%
Increase in Organic Sessions MoM
6.60%
Increase in Engaged Sessions MoM
62.74%
Increase in Conversions MoM
Solution & Results
The navigation project began with a full audit of Wynnstay’s URL structure to preserve existing SEO value. A site crawl revealed thousands of internal redirects and redirect chains, which we addressed ahead of the new navigation launch. Working closely with Wynnstay, we conducted keyword research to inform the new URLs and updated 299 internal links to maintain authority. Before deployment, we finalised a full redirect map and optimised all new pages by aligning title tags, H1s, meta descriptions, and category content with SEO best practices.
Since being deployed, we instantly saw a 134% increase in organic impressions on the site. Over the past 12 months, the site on average recorded 50,000 impressions a day. This then doubled recording 116,955 impressions on the 1st day post-launch:
6.24%
Increase in Organic Sessions MoM
6.60%
Increase in Engaged Sessions MoM
62.74%
Increase in Conversions MoM
The Challenge
Solution & Results
Our technical team swiftly created the website, store, and store view within Magento. The microsite was first configured in a staging environment to conduct thorough testing and ensure all necessary settings were applied. To ensure consistency with Wynnstay’s existing site, we manually replicated the structure and content before deploying it live, two days after kickoff. It was imperative to work closely with the Adobe Commerce cloud team to ensure a smooth domain configuration and launch for Wynnstay.
Leveraging our expertise and active approach, we successfully delivered a fully functional microsite within an exceptionally tight timeframe, showcasing our ability to execute rapid, high-quality web solutions. This resulted in the site being delivered ahead of schedule, seamless Magento integration and client satisfaction.
Solution & Results
The navigation project began with a full audit of Wynnstay’s URL structure to preserve existing SEO value. A site crawl revealed thousands of internal redirects and redirect chains, which we addressed ahead of the new navigation launch. Working closely with Wynnstay, we conducted keyword research to inform the new URLs and updated 299 internal links to maintain authority. Before deployment, we finalised a full redirect map and optimised all new pages by aligning title tags, H1s, meta descriptions, and category content with SEO best practices.
Since being deployed, we instantly saw a 134% increase in organic impressions on the site. Over the past 12 months, the site on average recorded 50,000 impressions a day. This then doubled recording 116,955 impressions on the 1st day post-launch:
6.24%
Increase in Organic Sessions MoM
6.60%
Increase in Engaged Sessions MoM
62.74%
Increase in Conversions MoM
