The Challenge
Thai Soung Tiles specialises in tiles and provides a complete service around them. It wants designers, contractors and leading project owners to recognise what it can do, in its home market and in international markets.
Its custom-made website had a poorly designed site structure, which affected both the experience of the people using it and its search engine optimisation (SEO). A large number of pages for its stock keeping units (SKUs), its category pages and its on-site content had not been optimised, which made the website harder for search engines to show and limited what the site could do.
Other technical issues added to these problems, and communication between the client’s person in charge and its development team was difficult, which kept the website from performing as well as it could. Primal saw that these problems were linked and needed an integrated solution.
Our Approach
Primal began with a detailed strategy phase. We reviewed the existing site structure in full and found the main areas to improve, for navigation, for the user experience and for SEO.
The review led to a detailed optimisation strategy for every SKU, category page and piece of content, each matched to SEO good practice. Primal also designed an SEO training programme for the client’s development team, so that the developers had the skills to maintain and improve the website over time.
Outcomes Achieved
Primal overhauled the site structure completely, with a layout that is simple to use and fully optimised for search engines. Technical improvements covered every part of the site, including SKU management, category pages and on-site content, so that the pages were easier to find in search and the site worked better.
The approach also included hands-on SEO training for the development team, so the team could keep improving the website, and made Primal’s team the link between the client’s person in charge and the developers, so that communication was clearer and both sides worked to the same goals. Clicks grew 71% in 6 months. Impressions grew 76% and key events grew 2.5x.
- 76%Increase in Impressions
- 71%Increase in Clicks
- 2.5xIncrease in Key Events
Key Insights
- The site structure, the pages that had not been optimised and the technical issues were linked, so Primal designed an integrated solution after a full review of the site.
- Every SKU, category page and piece of content had its place in a unified optimisation strategy.
- The SEO training programme was designed so the client’s developers could maintain and improve the website themselves.
- Clicks grew 71% in 6 months. Impressions grew 76% and key events grew 2.5x.
