Increasing Incremental Revenue with Tech SEO for Holland & Barrett

Tech SEO drives 7 figure increase in incremental revenue for Holland & Barrett

Holland & Barrett, a global leader in health food retail, sought to enhance their non-brand search rankings, organic traffic, and revenue. Despite already having a well-built and high-performing site, our team conducted a comprehensive audit to identify opportunities for refinement. By improving internal linking, reducing duplicate content, optimising site speed, and enhancing Core Web Vitals, we implemented strategic technical SEO improvements. Our ongoing efforts continue to drive increased visibility, performance, and user experience.

What we did

Technical SEO

The results

0

Increase in number of keywords ranking in top 3

0

Increase in non brand traffic

0

Figure increase in incremental revenue

The challenge

Holland & Barrett is a multinational chain of health food shops with over 1,300 stores in 18 countries worldwide and a strong global ecommerce presence in the health food sector. The team approached us for support in increasing their non-brand rankings, traffic and organic revenue for a site that was already very well-built and ranking well.

Our approach

Our first step was to carry out a detailed audit of the site so that we could adopt a strategy of continuous refinement and optimisation. The results of the audit identified opportunities to improve internal linking to product variants and create better-integrated links to the Health Hub from category pages. In addition, we reduced duplicate content from across the site and improved the crawl budget. We continue to monitor and refine the site in order to identify technical improvements that could be made to continually improve performance and visibility.

In addition to the site audit, we carried out a backlink audit to see how the site was performing from a link perspective. This helped us to identify any broken links from across the site that could be 301 redirected to more useful, relevant pages – not only increasing the technical SEO performance but also improving the user journey.

Finally, we conducted a site speed audit to look at efficiencies across the site and made several improvements to the Core Web Vitals.

From all this discovery work, we then made continuous improvements to core page templates, better integrating editorial content directly into core category pages, improved internal linking to make deeper level product pages accessible to Google, and improved the Core Web Vitals, amongst many other technical changes.

“I would wholeheartedly recommend Propellernet to anybody looking for SEO support. They truly feel like an extension of your in-house team and more importantly they drive brilliant results."

Alec Randford, SEO Manager at Holland & Barrett