Johnsons

Objective

In December 2024, we partnered with Johnsons to enhance its online presence following a migration from original brand, Woolmans. Our goal was to improve search visibility, user experience, and site performance, positioning Johnsons as a stronger competitor in the digital horticultural market.

What We Did

To ensure a seamless migration, we preserved Johnsons’ SEO strength while optimising technical performance. We revamped category pages to improve discoverability, making it easier for users and search engines to navigate the extensive range of seeds and gardening tools. A new meganav streamlined navigation, allowing customers to shop by plant type, growing conditions, and seasonality. Additionally, we optimised meta titles, descriptions, and on-page content, strategically incorporating high-intent commercial keywords to drive traffic and conversions.

A robust content strategy was implemented, with regular blogs covering seasonal gardening tips and expert advice, reinforcing Johnsons as an authority in the space. Alongside this, we prioritised Core Web Vitals improvements, ensuring faster load times and a smoother shopping experience. These combined efforts enhanced usability, search rankings, and customer engagement, leading to significant organic growth.

In just three months, our strategic efforts led to measurable improvements in Johnsons’ organic search performance, rising by +188% in one year:

Not only this, we achieved a +76% increase in monthly non-branded clicks (3m vs previous 3m), helping more gardeners discover Johnsons through organic search, and a +30% increase in monthly non-branded impressions (3m vs previous 3m), boosting visibility and reach within the competitive gardening market.

Thanks to our optimisations, Johnsons saw a +111% increase in total ranking keywords year-on-year, a 107% surge in page 1 rankings, and a +77% boost in keywords securing top 3 positions. This significant growth in high-ranking keywords strengthened their search presence, helping them dominate more prime real estate on results pages and attract highly qualified traffic.

By combining technical expertise with content and UX improvements, we successfully enhanced Johnsons’ online presence, positioning them as a leader in the digital horticultural space.