Hoses Direct

Hoses Direct, a supplier of hydraulic hoses with a large eCommerce presence, faced a significant challenge after a failed website migration. The migration disrupted their previously strong keyword rankings and resulted in an 80-85% decrease in traffic, severely impacting their online traffic and revenue.

Our team was brought in to resolve these issues and restore the site’s visibility, traffic, and rankings. The project required a strategic combination of technical SEO, content optimisation, and collaborative efforts to address deeper website performance challenges.

Our first priority was to address the URL redirection issue. Without access to historical URL data, we conducted meticulous SEO research using analytics data and a staging site, identifying over 27,000 old URLs. These URLs were mapped to their new locations, and appropriate redirects were implemented. This process was time-intensive but essential to restoring the website’s rankings and user experience.

In parallel, we identified and fixed several technical SEO issues, including duplicate content, pagination errors, internal 301 redirect loops, and content cannibalisation. We implemented GA4 to provide accurate analytics and addressed page speed problems through our web development partnerships.

To regain lost keyword rankings, we launched a six-month content plan focusing on rebuilding category pages optimized for high-intent keywords that previously performed well. Combining Hoses Direct’s product knowledge with our SEO expertise, we developed engaging, keyword-rich content that improved user experience and search visibility.

Our efforts began yielding results within weeks. With redirects in place, Google started indexing the correct pages, leading to a steady recovery in keyword rankings—an increase of approximately 10% month-on-month. Traffic also showed consistent growth, recovering by 10-15% month-on-month.

Before the migration, Hoses Direct ranked for 11,210 keywords and had around 10,000 monthly visits. Post-migration, rankings dropped to 2,427, with traffic plunging to 1,500-2,000 visits. Through our interventions, rankings and traffic are steadily climbing, rebuilding the client’s online visibility and revenue streams.

Our partnership approach also strengthened trust between Hoses Direct and our team. With the continued implementation of our content and technical strategies, we anticipate further recovery and long-term growth for Hoses Direct’s digital presence.