SEO Case Study
Stone Refurb is a branch of Stone Group, selling refurbished tech direct to consumers.
With consumers becoming increasingly aware of the importance of sustainability, and global supply chain issues severely limiting the stock of new electronic devices, refurbished products represent a great opportunity in the technology sector.
Stone Refurb didn’t need anything fancy, they just needed to focus on getting the foundations in place. We were confident with some dedicated focus to their site from a technical perspective they would start to see the rankings climb before spending time on more comprehensive content and link-building activity.
After an initial review, we identified the following areas to focus on:
The above issues were highlighted from an initial technical audit, to support this we also completed a full content and link review to ensure we focussed on the high-impact areas first. This supported the original problem highlighted as well as bringing attention to their lack of content compared to competitors.
We started by addressing the following:
Implementing noindex and canonical strategies:
This helped fix the crawl bloat issues. We highlighted pages that we didn't want indexing as well as any sensitive pages that we didn’t want people to find through search engines and indexed these.
A bunch of technical fixes
The technical audit highlighted to us much more than crawl bloat including some speed improvements. We worked through these with their development agency to improved crawlability and speed, Ultimately improving the core web vitals of the whole site.
Improve Product Landing Pages
We reviewed our PLPs against competitors to identify the improvements we could make. This not only included meta tags, content and page structure but we also improved product cards to increase the conversion rate. Including things such as key product features, stock availability, iconography etc.
Implement Content Plan
The content review showed Stone Refurb was lacking content against competitors. We began creating simply how-to guides and information around software updates. Building a base of content that could be developed over time.
There were a lot of immediate improvements seen from technical fixes and changes. But the real impact was seen over time as the content was constantly optimised and added to the site to see consistent growth.
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.