HelloFresh - How A Content Pruning Project Increased Visibility Across Transactional Pages

HelloFresh | How a Content Pruning Project Increased Visibility Across Transactional Pages

Our client, recipe box delivery service, HelloFresh UK, has a huge website with thousands of pages. A site of this size and scale is likely to have outdated, cannibalising and unvisited pages, which could be holding the stronger pages back.


What did we do?

First, we tackled the transactional pages, as these would be the key pages having the most impact on HelloFresh’s bottom line. After an initial site audit, we looked into the data for the following, key transactional pages:

  • Clicks
  • Impressions
  • Click-through-rate
  • Average position
  • Keywords currently ranking for
  • Overall traffic/conversion rate
  • Organic traffic/conversion rate
  • Backlinks

Using this data, we were able to see clearly which pages were performing a function and meeting users’ needs, and which were not. When pruning pages on the site, we had three options:

  • Keep: These pages warranted their place on HelloFresh’s site. Traffic, engagement rates and conversion rates were high and they were ranking well due to targeting all of the correct keywords and having sufficient backlinks built by the DPR team.
    Other pages were underperforming, but had strong potential, so were optimised and shared with our digital PR team to build backlinks to, with high DAs and relevant anchor text, to give them the best possible chance of performing.
  • Redirect: We identified some pages that cannibalised others, combined the content into one ‘super page’, and 301 redirected the other to the most appropriate URL. 
  • Remove: Another option is to remove the pages that have very little interaction, don’t rank for any important keywords and can’t be improved. There were no pages on HelloFresh’s site which fell into this category, but it is always an option to consider when content pruning.

In the initial round of transactional page content pruning, we redirected eight pages and optimised 12 pages. As soon as any optimisations and redirects took place, we made an annotation in Google Analytics so that we could monitor progress.

As the project went so well, we then looked into pruning the PR landing pages and recipe collections, to further streamline the site.


What outcomes were achieved?

The impact of our content pruning project on HelloFresh’s site was significant. The content optimisations and 301 redirects to the transactional pages were carried out in mid-February 2023. Typically, it can take 3-6 months for Google to crawl and understand new content, so with that in mind, data from February 2023 (when we launched changes) to October 2023, highlights the success of this project.

Total Clicks and Impressions Up, and Average Position Increased
Total impressions are up from 2.47 million to 4.31 million, meaning we almost doubled the visibility of these transactional pages YoY. Subsequently, total clicks are up from 62.3k to 76.7k YoY*, meaning that over 20% more users are clicking on HelloFresh’s transactional pages.

We also saw that non-branded clicks increased from 5.12k to 6.24k YoY*. This means that again, almost 20% more users are finding HelloFresh through non-branded search queries. The average position in the SERPs for the optimised transactional pages is also up from 14.8 to 11*.

*Looking at mid-June to mid-October data


Final Thought:

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