eCommerce SEO Case Study: Cotswold Flour

Case Study: Matthews Cotswolds Flour

Key Achievements

  • +22.58% organic traffic growth in the first six months of our SEO strategy.
  • +92.67% organic traffic growth in the following year.
  • Increased ranking keywords from 6.6K to 24.8K within 12 months.
  • Optimised product and category pages for improved search visibility.
  • Created new, SEO-optimised content for pages and blog posts, targeting specific high-intent keywords.
  • Built a robust backlink profile through guest posts and outreach efforts.

FP Matthews rebranded its e-commerce website as cotswoldflour.com, and Aksel Digital, as a London SEO Agency was tasked with ensuring the SEO aspects of the migration, handled by our partner Habgood Studio. After the migration, Aksel Digital became their long-term SEO partner, focusing on driving organic traffic, improving keyword rankings, and enhancing their presence in the UK market.

Challenges

  1. SEO Migration: The migration to the new domain required ensuring no loss of organic traffic, backlinks, or search rankings. This was critical to maintaining their online visibility and authority.
  2. E-commerce Optimisation: The Matthews Cotswold Flour’s product and category pages needed to be optimised to capture high-intent, organic traffic.
  3. Content Gaps: The website was lacking in key pages and optimised content, which hindered the ability to rank for target keywords and attract relevant traffic.
  4. Target Market Shift: As the brand pivoted towards increasing its presence in the UK market, the SEO strategy had to focus heavily on UK-based keyword targeting.

SEO Goals

  • Maintain and improve organic traffic during the migration phase.
  • Grow organic traffic significantly post-migration by focusing on product and category page optimisation.
  • Build keyword rankings, with a specific focus on UK-related queries.
  • Increase site authority through link-building efforts.

SEO Strategy

  • Migration SEO: Aksel Digital worked closely with Habgood Studio, ensuring that all crucial SEO elements like redirects, backlinks, and site structure were maintained. We provided ongoing guidance to ensure the transition didn’t impact organic performance.
  • On-Site Optimisation: Post-migration, we conducted a full technical SEO audit, focusing on crawlability, mobile performance, and user experience. We applied our proven SEO services and strategies to optimise all product and category pages to align with high-intent search queries, improving both rankings and traffic.
  • Content Creation & Optimisation: To close content gaps, we created new pages and optimised existing content to target long-tail, high-intent keywords. This helped drive more targeted and relevant traffic to the site.
  • Link Building & Outreach: Aksel Digital implemented a robust guest post and outreach strategy, building authoritative backlinks that improved the site’s domain authority and overall search visibility.
  • Keyword Targeting: Our strategy focused on capturing UK-based traffic. Through thorough keyword research and ongoing monitoring, we optimised the website to target relevant UK search queries, aligning with The Matthews Cotswold Flour’s business goals.

Results

  1. Organic Traffic Growth:
    • The Matthews Cotswold Flour achieved a +22.58% increase in organic traffic during the initial phase of our SEO strategy compared to the previous year.
    • Traffic growth accelerated by an impressive +92.67% in the subsequent phase, driven by their transition to a more extensive SEO plan with Aksel Digital.
  2. Keyword Ranking Growth:
    • When Aksel Digital started working with The Matthews Cotswold Flour, the website had 6.6K ranking keywords. After 12 months, this grew to 24.8K, reflecting a significant increase in search engine visibility and keyword coverage.
  3. Product & Category Page Optimisation:
    • Optimisation of key product and category pages resulted in improved rankings for high-intent keywords. This not only drove more organic traffic but also helped improve conversion rates as the site attracted more relevant visitors.
  4. Content Optimisation:
    • By creating new, SEO-optimised content for both pages and blog posts, we successfully targeted additional keywords, driving more related and targeted traffic to the site.
  5. Link Building Success:
    • Through guest posts and outreach, Aksel Digital helped build a strong backlink profile for The Matthews Cotswold Flour, which contributed to the increase in domain authority and better rankings across competitive keywords.

Aksel Digital’s partnership with The Matthews Cotswold Flour showcases the power of a well-executed, long-term SEO strategy for an e-commerce business. Our combined efforts in technical SEO, content creation, and link building resulted in remarkable organic traffic growth, a substantial increase in ranking keywords, and overall improvements in search visibility. This project highlights our ability to handle complex SEO migrations and deliver tangible, data-driven results for e-commerce clients.

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