USB2U

When USB2U wanted to update their website, one of the key requirements was improved SEO. Some major Google algorithm updates had left the old site with declining rankings and lower organic traffic that the client was keen to reverse.

With a new website on the way, it was a great opportunity to address the problem and ensure the new platform performed as well as possible in search results.

The product menu was a huge focus of attention to improve the UX of the site. After performing an Information Architecture review and reviewing user behaviour data, we set to designing a more visually impressive menu, one that would help users make a decision quicker and easier.

As the site was built on the Magento 2 CMS, the new Hyvä frontend theme was a perfect fit. One of its key advantages over the older Luma theme is that it has the potential to be lighter and faster. The speed at which a website loads is an important aspect of Google’s algorithm these days, as well as related factors such as not having elements moving around the screen while it loads.

We also considered the site’s existing SEO very carefully. The Digital Marketing team were involved in every stage of the project, from brief to completion, to ensure text and pages were retained where they were needed, meta tags were reused and URL changes were kept to a minimum.

There were a number of discussions about the overall structure of category pages on the site. We agreed a balance that fitted with what the client wanted, with what made sense for UX and design, and what would most benefit SEO.

We also followed up with an SEO retainer to build on the initial results provided by the new site and tweak things where needed.

The impact on SEO visibility for the client was quite dramatic when the website launched. The score went from less than 10% to over 20%, almost overnight.

We’ve also seen a substantial increase in organic conversions in the month after the site went live compared to the previous year. That included a 1,250% increase in quote forms compared to the old site.

PageSpeed scores were also significantly improved, particularly on mobile. Around a year prior to the new site going live, the site scores 42/100 on mobile and 71/100 on desktop. Now, the site scores 67/100 on mobile and 87/100 on desktop. We may be able to improve that even further!

As SEO is an on-going process, there’s always more to work on, but the new site has provided us with a great platform on which to build.