BITO

There were a number of challenges we encountered, the first being the fact that the website was originally set up for the German market, which works differently from the UK market. We also had to find the best way to collaborate with international teams, as each team was responsible for their own location-based version of the website.

The website also featured lots of eCommerce pages with very thin content. What content there was on product pages was translated to Engish from other languages without an understanding of UK search terms.

We started off with a deep, 70-page technical audit and supported BITO’s developers in implementing the required fixes in order to provide the best foundation for SEO work. We also fixed dangerous and manipulative links while also increasing link equity to improve rankings.

We worked on improving product and category pages by creating content with UK search terms and audiences in mind. This was supported by continued monitoring of keywords to look for opportunities to improve rankings through on-page SEO.

When it came to Google Ads, we set up an account with very selective campaigns that targeted key products to increase their conversion rates. We also implemented a Google Shopping campaign that targeted high-margin items and a separate Shopping campaign to catch all other product searches while maintaining a low cost-per-click.