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With their roots planted firmly in the Auckland soil, Newton’s is the premier manufacturer of fresh bird and lawn seed mixes, vegetable seeds, fertiliser and more. As a supplier of specialist goods, Newton’s aim was to build and enhance its online presence with Sprocket’s SEO services. We’ve now been partnered with Newton’s for over 6 months, helping customers find what they are looking for online.
The nature of the agriculture industry means Newton’s products, such as fertiliser and vegetable seeds, are mostly popular in seasonal periods. Outside of spring and summer, conversions reduced and traffic to the website was less frequent. With big box retailers dominating the market share, the challenge was to build a stronger organic presence that delivered traffic year-round and educate audiences of Newton’s speciality products that are more difficult for customers to source.
In order to build the foundation of the website to organically grow traffic, there were a number of factors to focus on that would achieve this. After carrying out a thorough SEO audit, the website was optimised for SEO by acquiring backlinks from local and industry-relevant websites, metatags optimisation and building up relevant content on the website. A bloated crawl budget led to various crawling issues which were resolved, whilst keyword research allowed us to narrow search terms for Newton’s more specialist status in the industry. This allowed us to consistently create content in the form of seasonal blogs and gateway pages which helped to educate audiences on what the brand offers and cater to specific search intents. Our strategy contributed to a 29% increase in organic form submissions, organic sessions going up by 68% and a huge increase in organic SERP clicks totalling 153% - all in the past 3 months.
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