Forging a Stronger Online Presence: How Technical SEO Boosted Black Hammer’s Growth

Brand: Black Hammer

Black Hammer is a UK-based specialist in high-quality workwear and safety footwear. Committed to providing durable, comfortable, and stylish protection for trade professionals, the brand offers a robust range of safety boots, trainers, and apparel designed to withstand the toughest working environments.

Challenges

Despite a quality product line, the brand’s website faced significant technical and foundational SEO issues that hindered its ability to grow sales and attract its target audience. The primary challenges included:

• Limited Niche Audience:Operating in the specialized market of workwear, the website found it challenging to increase organic traffic, impressions, and clicks from a highly relevant but limited audience.
• Product Indexing Issues:Critical product pages were not being properly indexed by search engines during the initial period, which directly obstructed the primary business goal of driving sales.
• Poor Page Load Speed: Slow page load times and low Core Web Vitals score created a negative user experience, leading to a high bounce rate and lost sales opportunities.
• Lack of Foundational SEO: The website was missing fundamental on-page SEO elements, including optimized meta tags, proper heading structures, quality content, and a strategic internal linking plan.
• Unoptimized Collection Pages: Key collection pages lacked essential e-commerce features, which negatively impacted the user’s shopping journey and the site’s ability to convert visitors.