European eCommerce Website
In the past, we had designed & built a fairly complex, multi-currency eCommerce website with both trade & consumer sales for Wombat & Co, but an evolution in their business strategy meant that was no longer necessary.
We took the opportunity to simplify Wombat & Co’s maternity & babywearing ecommerce website.
Evolving Small Business eCommerce
As a business evolves, it tries things out and that’s exactly what Wombat & Co had been doing with their old website.
Features were added, and removed, sometimes leaving behind content that might cause consumers (and search engines) confusion.
Our goal was to make the new site more user-friendly while improving the conversion rate & enhancing SEO.
SEO Update
The previous site had been around a while, and our previous SEO work had kept it ranking in strong positions for relevant, target keywords but, over time, more content had been added & some of it was no longer relevant, or optimal.
This rebuilt allowed to audit the legacy content, remove a lot of it, and optimise the content remained for search engines.
Most of the SEO work involved was standard fair, but we found one area that had been hurting the site. As new content had been added over the years, keyword cannibalisation had crept in and multiple pages on the website were competing over the same keywords in search engine results.
When this happens, it is harder for search engines to know which page is the “right” page to show in SERPs, and that’s not ideal. So we audited, edited & combined content, threw out some pages & added 301 redirects where relevant (and a few 410s) to optimise the on-page content. We saw an almost immediate up-tick in impressions, ranking position, and CTR.
Wombat & Co
Wombat & Co. London, specialises in designing and producing practical, flexible, and stylish jackets that cater to the needs of expectant and new parents. Established in 2015 by a group of friends with diverse backgrounds in childcare and fashion, their product range includes maternity and babywearing coats and jackets, including the Bandicoot Men’s Babywearing Jacket and the Numbat Go, a lightweight, foldable babywearing jacket. These garments are designed to adapt from pregnancy through to babywearing, offering versatility and longevity. Committed to sustainability, Wombat & Co. promotes the use of high-quality materials that protect nature and wildlife, aiming to provide practical yet affordable solutions for families.