About Our Client
Aga create robust wood burners with high durability and efficiency for customers that are looking for an eco-friendly solution to warming their home that doesn’t sacrifice aesthetic appeal.
They pride themselves on being at the forefront of engineering excellence for almost a century and their personal touch and passion for mingling company traditions with the latest technology is their recipe for providing the very best stoves to their customers.
They offer a range of models with both traditional and contemporary designs to seamlessly match any décor whilst providing a cost-effective heating solution.
Technical SEO Audit
Following a thorough investigation of the client’s website, we were able to identify a number of issues that were holding the website back in terms of performance. Prioritising technical tasks that would bring about the most change and working our way through site optimisations was our main focus. Getting as much organic traffic to the site was important, however, ensuring that the quality of this traffic also improved was our highest priority.
Enticing people on to a site for a short amount of time can be quite simple, but finding and encouraging people that are more likely to convert into paying customers and continuing the upward trend of site visitors is much more difficult. Rather than trying to find a quick win, our strategists were focused on ensuring that the site optimisations would result in as high an ROI as possible through organic means.
Website health plays a much bigger role than people may realise. Natural search doesn’t start and end with rankings. User experience is growing more and more important to Google, the proof of which lies in keyword positions increasing following optimisations that were heavily focused on user experience.
SEO Strategy Details
Thorough analysis of website health
The backend of a website can be just as important as the front when it comes to natural search. The coding behind the site is an opportunity to describe to search engines exactly what the business offers, the type of visitors that would benefit from accessing the site and, of course, the quality of the website.
Through analysing all the data available, we were able to pin-point holes in the communication between the website and Google that was holding Aga back from improved user experience and, of course, higher rankings.
Increase user experience through technical optimisations
There was a 79.81% increase in new site visitors accessing Aga’s website through Google’s organic channels following our optimisations. Via Yahoo’s organic channels, there was an increase of 41.40%.
Through distinguishing and decreasing the amount of broken pages on the website we were able to limit the opportunities for users to exit a website without gathering the answer they were looking for or converting.
Whilst Google keeps ranking factors close to the chest and regularly updates its secret algorithm, the majority of its recent updates have tended to focus on user experience. Therefore, making the website journey as straight-forward as possible was a must when it came to our technical updates.
Analysing the year on year impact of our changes
Following more than 1000 page redirects for broken links on the site, as we all other technical updates, we measured the success of these alterations via the increase in organic traffic to the website year on year.
Not only did we see an upward trend in organic visitors, there was also an increase in the amount of time these visitors were spending on the site in addition to the amount of pages they visited in an average session. Creating a smoother user journey increased user experience that had a domino effect on the overall health of the website and Google’s trust in the value of the service Aga offered.