An industrial distributor's corporate site and webshop, audited as two entities
A distributor with a corporate site and a webshop on different platforms. The audit found ranking pages returning errors, a webshop with a click problem rather than a ranking problem, and AI referrals already arriving unnoticed.
- Sector
- Industrial electrical and automation distribution
- Scope
- Corporate site and webshop, around 39,000 discovered URLs
- Platforms
- Custom CMS and OpenCart
- Deliverables
- 2 audits, 8 strategies, developer handbook, management summary
Context
The client runs a corporate site with technical articles and a webshop with thousands of products, on different platforms maintained by different people. Each site was audited as its own entity, then both were tied together with one shared organisation identity.
What we found
- 16 of 22 URLs returning 404 errors still ranked and had earned 317 clicks in six months, one of them in position three
- 366 uploaded PDF files produced 41.7% of the corporate site's impressions at a click-through rate of 1.06%
- The webshop held 270,738 impressions at an average position of 10.4: not a ranking problem but a clicking problem
- Thousands of products carried Product markup but the shop had no Organization or seller identity at all
- GA4 already showed 140 and 262 sessions from AI assistants over six months on the two sites, mostly from ChatGPT, a baseline nobody had looked at
- Educational articles out-earned commercial pages by roughly four to one in clicks
What we did
- Delivered a full audit per site, ordered from most to least important, each with a fix sheet
- Wrote 90-day and 12-month SEO and AEO strategies for each site, with targets split into what we control and what depends on search engines
- Built a prioritised plan of 62 tasks with steps, code, common mistakes, rollback and a definition of done for each
- Wrote an English developer handbook with an entity contract so both sites reference one organisation identity
- Produced a 14-page management summary listing the four decisions only leadership could make
- Delivered ready-to-deploy robots.txt and llms.txt for both sites
Result
- Estimated effect of the planned fixes, presented as tracked rather than promised: around 8,000 additional clicks over six months, about 24.5% above the baseline
- A gated rollout: description changes across 6,700 pages proceed only if a 216-page pilot lifts CTR
Services used
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