It was clear that although social was making an impact on their visitor numbers, reach was dropping. Those that did visit the site were less likely to convert than direct or organic search traffic.
Quite quickly after working with the clothing brand we set about changing the structure of the website. Suitable product categorisation immensely helps the user find what they’re looking for, and it benefits the SEO too.
This is was followed by a complete audit of all products and internal linking to bolster cornerstone content, the stuff you want people to find in search queries. We also deconstructed all the blog posts, many of which had good backlink profiles but had no internal linking.
Finally, we left Ruby in charge of generating new content, developing a ‘how to’ guide for future updates and an external link strategy/roadmap.