Wynnstay PLC

A leading supplier of agricultural products and services, with the ability to offer the whole package to farmers.

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Llansantffraid, Powys, UK

Services We Provided
Search Engine Optimisation (SEO)

The Client

The Wynnstay Group is a public limited company which specialises in supporting livestock and arable farmers to produce food in an environmentally sustainable and profitable way. Founded in 1917, the Group prides itself on providing customers with the highest standards of expert advice and customer service, commensurate to the most rigorous standards within the industry.

The Brief

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.

The Solution

After reviewing the potential opportunities and areas most amenable to optimisation on site we decided to focus on Wynnstay's ‘Fencing & Gates’ and ‘Dairy & Beef’ landing pages. We ensured that each title tag and H1 was optimised toward the target keyword, while simultaneously creating and implementing a compelling description for each category landing page. Moreover, we added internal links to additional categories with the aim of boosting UX across the site and passing authority between a multitude of important landing pages.

Furthermore, we noticed a number of 404 error pages across the site which we updated accordingly so they returned a 2xx status code. This improvement ensured users could navigate throughout the site more easily and successfully and that Google was not wasting crawl budget on 404 landing pages.

The Results


Increase in Organic Sessions YoY


Increase in Organic Revenue YoY


Increase in Organic Users YoY

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