Transformative results? *YESSS please.*

After extensive research, our SEO team built a detailed roadmap to put YESSS at the top of search for the keywords that matter most. Weighing monthly search volume against competition and relevance, we worked on pages in order of potential impact on sales, expanding content with FAQs and in-depth category information.

A major category restructure, prioritised by search volume hierarchy, cut long paths to product and removed duplication, cannibalisation and unnecessary indexing. Several keywords climbed straight away. Ongoing work covers site health, page speed, keyword cluster and seasonality data, URL restructuring and redirects, plus indexing fixes: a resubmitted sitemap and manual requests for priority pages.

We took control of YESSS's Google Ads account to win more sales from B2C and non-exclusive buyers, and to stop spend going on exclusive-account clicks that organic search could have won. Custom purchase conversions only trigger for certain purchase types, such as a B2C or non-exclusive sale, so Google does not reward the ads for an exclusive sale. That biases them towards new customers.

Meanwhile, the paid campaigns sent more traffic to the pages we had optimised, as well as the wider YESSS site.

Our Performance Max analysis scripts found a large amount of wasted spend on the Display Network. Those peripheral placements were using budget without generating sales. Acting on the data, we moved to shopping-only Performance Max campaigns, removing image and text assets so they no longer serve on Display or Google search. This asset-less method focuses spend on Shopping, where profitability was greatest.

Budget is redistributed towards the campaigns that perform best for B2C and non-exclusive sales, not simply those with the most conversions.