TXO is a world-leading circular economy telecoms network solution provider. Turning over in excess of £50million per year, and partnering with global players such as Nokia, BT and Vodafone, they have offices globally and are a major contributor to keeping older, legacy hardware in operation and out of landfill.
TXO is one of our long-standing SEO clients, and we have been in charge of their SEO strategy since 2020. In that time, we have performed a very successful fully managed domain migration, as well as implementing two distinctly separate SEO strategies which have fuelled significant growth.
We also perform a number of other services for TXO including but not limited to data analysis, leveraging AI, Hubspot as well as complex integration of business systems.
What we achieved
+35%
growth in clicks from organic search year-on-year
+78%
growth in impressions in organic search year-on-year
+70%
growth in enquiries (form fills) from organic year-on-year
How we did it
Rationalisation of content
When we began working with TXO, they had hundreds of thousands of pages on their site, many of which were not driving any traffic whatsoever. Therefore, there was a significant crawl budget issue that we were able to largely resolve, but in the first instance we decided that content rationalisation was the way forward - pruning pages that did not need to be there.
For pages that we wanted to keep out of Google's index but still wanted to keep on the site for users to view, we helped implement a solution where pages that were not as important were Javascript client-side rendered, and important pages were server-side rendered so that Google could crawl them.
We also implemented a comprehensive category page system so that even where endpoint pages did not rank, largely the category page did.
+35%
growth in clicks from organic search year-on-year
Identification of content gaps where competitors were ranking
While TXO ranked reasonably well for relevant product-related queries, there were competitors that were getting orders of magnitude more traffic on certain key terms. While these sites weren't necessarily true competitors in the traditional sense, there was some overlap with TXO's product offering. We identified several opportunities where TXO could optimise product or services pages to get them to rank higher than competitors, driving a significant amount of extra traffic (which ultimately translates into leads and sales.)
+78%
growth in impressions in organic search year-on-year
Two distinct strategies designed to drive growth
TXO's SEO strategy with previous partners had been primarily product-led. While we continued this (because we were able to make it work) it was clear that a product-led strategy was only ever going to be able to deliver a certain amount of growth. Having recognised this, in January 2023 we began to implement a content-led strategy around two key areas - technical, industry relevant blogs, and informative telecoms platforms pages. Due to the way users in this industry search, we had to ensure we were able to produce content that clearly matched the intent of the user, while also portraying TXO's authority, expertise and ability to procure the part in question on behalf of the customer.
+45
new content pages published and dozens of old pages optimised
Ongoing technical optimisations
As mentioned, TXO's site has a significant number of pages designed to appeal to as wide an in-market audience as possible. However there were technical issues here that could not be resolved simply by reducing the number of pages. In collaboration with TXO's IT team, we co-ordinated a move to Cloudflare from the existing DNS provider (which was not enterprise-grade). While normally this would be a trivial task, TXO's internal systems rely heavily on DNS and there had been a number of previous failed attempts at moving to another provider. We were able to audit the DNS records thoroughly and successfully migrate TXO to Cloudflare, which reduced DNS lookup times by at least 50%.
+50%
improvement in DNS lookup time by moving to Cloudflare
Continued optimisation of the user journey
TXO relies heavily on organic search to drive leads on their website. While we run a small display ads campaign for them and social media (primarily LinkedIn) is run in-house, organic makes up around 95% of the leads driven on their website. As such, minor tweaks to the user journey can have a significant impact. We continually suggested improvements and optimisations. A combination of this as well as the exceptional traffic growth we achieved resulted in a major increase in the number of enquiries that we see coming through the website.
+70%
growth in enquiries (form fills) from organic year-on-year
How can I get results like this for my brand?
While we certainly don't guarantee results like this, we are highly experienced with driving significantly increased traffic that is of great commercial value to our clients. If you'd like us to propose an SEO strategy for your business, get in touch with us using the link below. We'd be glad to schedule an initial discussion with you to see what we might be able to do together!
Having worked in the SEO industry for over four years and successfully grown sites both as personal projects and for clients, Jack is a seasoned SEO and specialises in producing content at high velocity to drive traffic. Jack is also a classically trained pianist and still plays in his spare time. A leading expert on Plytix PIM, there’s very little Jack doesn’t know about product information and how to manage it!
