Driving organic revenue for Jack Wills

Using a blend of technical improvements, content restructuring and user metrics optimisation, we created an SEO strategy for tackling the highest priority issues affecting Jack Wills’ organic visibility, including:

  • Identifying improvements to overall site content architecture driven by search insight and creation of content to support ranking objectives
  • Addressing international Hreflang issues causing UK traffic to land on other international versions of the Jack Wills website
  • Creating a redirection plan that eliminated 1,600+ broken links from high value domains and redistributing link value back to nearest most relevant content
  • Reviewing user metrics across key product categories to improve organic CTR and page copy for engagement.


  • 114% increase in organic revenue YoY
  • 31% increase in organic traffic
  • 50% reduction in traffic landing on non-local websites