JD Williams are an online 50s+ fashion brand, providing stylish, trend-aware fashion for women of all shapes and sizes.
The JD Williams website had a complex multi-CMS setup that created a massive amount of almost identical category pages. This duplicate content sent poor signals to Google and confused users coming to the site from search results.
Our idea was to preventing Google from accessing the unnecessary identical pages and instead direct them towards the main categories. By working with the in-house development team we were able to greatly reduce the number of these pages seen by Google, and streamline the categorisation process.
Organic visibility increased each month for the following 6 months and a greater proportion of search terms led to relevant pages. This produced a better user experience and a 25% increase in sales YoY.