Business to business
How do you launch a new B2B website without losing years of search visibility?
By protecting the pages that already ranked while building a new site for cafes, restaurants, hotels and workplaces. Route ran technical and on-page SEO with partner Gardiner Richardson, carrying the old wholesale pages across ahead of the January 2023 go-live.
Ringtons for Business, the B2B arm of a North East tea and coffee brand trading since 1907, needed a new website to show cafes, restaurants, hotels and workplaces it was a credible supplier, after its previous platform proved restrictive and its old wholesale section's search visibility needed to carry across.
We worked with partner Gardiner Richardson from July 2022 on competitor and SERP analysis, keyword research and content briefs across commercial coffee machines, private label, speciality coffee and tea.
We delivered on-page and technical SEO across the new site, image optimisation and redirects from the old wholesale pages, and ran an intensive pre-launch audit resolving a large volume of issues in the days before the 19 January 2023 go-live.
The new site launched with a site health score of 87%, above the industry standard of 76%. We moved to an ongoing content strategy for phase two, while Ringtons scoped a bespoke-pricing B2B ecommerce and trade area.
Route helped Ringtons to identify user and SEO requirements around the development of our new Business site, helping to make sure that all the products were visible to consumers and the search engines alike. They helped to deliver high quality on-page SEO, such as titles, meta descriptions and slugs that have delivered us onto the SERPs. We are currently working with them on Phase 2 of this project.
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