SEO : Adairs

Numerous issues had plagued the new website, from missing product schema to pagination chunking problems and cross-canonicalisation between AU and NZ sites. Scarce development resources had prevented comprehensive fixes before the site's launch.

The Overdose. SEO team collaborated closely with project managers and developers to prioritise key technical issues based on their potential impact and feasibility. By aligning with stakeholders and emphasising the business metrics tied to each fix, we ensured that high-impact tasks were addressed first, maximising results within the constraints of time and resources.

Despite recognising the need to address technical debt and expand the information architecture, internal team limitations had prevented progress in these areas.

Instead of pursuing new initiatives, we focused on optimising existing key collection pages. Enhancements included keyword targeting, metadata optimisation, content expansion, schema implementation, optimised headings, and improved internal linking to elevate on-page signals. This strategic approach resulted in significant improvements, including increased keyword rankings to page 1, particularly within the top 3 traffic-generating positions. As a result, we had successfully amplified non-branded clicks to the site, aligning with our growth targets.

A legal issue had prompted Adairs to implement a tag across the site which resulted in the necessary removal of meta descriptions and featured snippets from every page. This had led to a significant decline in organic click-through rates (CTR).

By assessing the impact of this decision and communicating its effects, we had recommended removing the tag to reinstate meta descriptions and featured snippets. This enabled Adairs to regain visibility in rich results with images, resulting in a notable +40.1% increase in CTR within a week.