Growing a Vital Source of Traffic and Revenue
This established golf accessories business sells online in the UK and across several international markets. Organic search generated more than 60% of its website traffic and remained its largest source of online revenue.
The challenge was to protect and grow this vital channel while overall website traffic was falling. The business also operated several international websites, with the UK site sometimes appearing in search results instead of the correct local version.
Through technical SEO, content optimisation and improved international targeting, organic search outperformed the wider website trend by 5.8 percentage points. The work also shifted more than 25% of relevant international traffic towards the correct local websites.
60%
traffic generated by organic
5.8%
Ahead of wider website trend
25%+
of international traffic shifted towards the correct local sites
The SEO Challenge
The business’s overall website traffic had fallen compared with the previous year. Organic search was performing more strongly than the other major channels, but it needed to continue growing to protect visitor numbers and online revenue.
The company also operated separate websites for several international markets. The UK website was often outranking local versions, causing customers to reach pages with the wrong language, pricing and purchasing information.
We needed to maintain organic growth while improving how search engines understood each international website. This required ongoing technical SEO, better geographic targeting and closer monitoring of performance across every market.
Our SEO Approach
We developed an ongoing SEO strategy that combined technical improvements, content optimisation and international targeting. Rather than treating each issue separately, we managed them as one connected campaign focused on protecting and growing organic performance.
Technical SEO Monitoring
We regularly reviewed the website’s technical health, identifying issues that could restrict crawling, indexing or organic performance.
UK Content Optimisation
Existing content was reviewed and improved to strengthen visibility for valuable non-brand searches in the UK.
International SEO Targeting
Each international website was assessed to determine how effectively it reached customers in its intended country and language.
Canonical and Hreflang Implementation
Canonical and hreflang tags were introduced to help search engines understand the relationship between the UK and international websites.
Analytics and Tracking Improvements
Tracking was refined to provide a clearer view of organic traffic, customer behaviour and performance across different countries.
UX and Mobile Improvements
We recommended and implemented usability improvements to help visitors find relevant products more easily across desktop and mobile devices.
Improving International Search Targeting
The business operated separate websites for several overseas markets. However, search engines didn’t always understand which version should appear in each country.
The UK website was frequently shown instead of the appropriate local site. This meant customers could reach pages with the wrong language, currency, pricing or purchasing information. It also restricted the visibility of the international websites within their intended markets.
We introduced canonical and hreflang tags to clarify the relationship between the websites and identify the correct country and language version. Following the changes, more international search traffic shifted towards the appropriate local websites, creating a more relevant experience for customers and stronger foundations for future growth.
The Results
The campaign strengthened the business’s most important source of website traffic and online revenue. SEO delivered continued growth while also improving how international customers reached the business through search.
More Than 60% of Website Traffic
Organic search generated over 60% of all website traffic and remained the company’s largest online revenue channel.
5.8 Percentage Points Ahead
Organic traffic increased by 4.4% while overall website traffic fell by 1.4%. This meant SEO outperformed the wider website trend by 5.8 percentage points.
More Than 25% of International Traffic Shifted
Improved international targeting shifted over a quarter of relevant search traffic towards the appropriate local websites. More customers reached pages created for their country, language and purchasing requirements.
What the Results Meant for the Business
The value of the campaign extended beyond improved rankings and traffic. SEO protected an important source of customers while creating a stronger platform for future growth across the UK and international markets.
Growth During a Wider Decline
Organic search continued to attract more potential customers even while the website’s overall traffic fell.
Continued Commercial Value
SEO remained the business’s leading source of website traffic and online revenue, supporting the case for continued investment.
More Relevant International Traffic
Customers were more likely to reach the website created for their country, language and purchasing requirements.
Stronger Foundations for Growth
The technical improvements gave the business a more reliable platform for future content, ecommerce and international SEO activity.
SEO Services Used in This Campaign
This campaign brought several SEO disciplines together within one coordinated strategy. Learn more about the services that helped improve organic performance and international visibility.
Could SEO Deliver More for Your Business?
Every website has different challenges and opportunities. We’ll review your current performance, identify what may be limiting your growth and explain where SEO could make the greatest difference.
Contact us and start with a free SEO and AI visibility audit or arrange an informal conversation about your website and business goals.
