The client is a globally recognised e-commerce brand specialising in educational toys and learning tools for children. With a mission to make learning fun and engaging, they offer a wide range of products from STEM kits and math games to literacy resources and sensory toys. While headquartered internationally, Learning Resources places a strong focus on the UK market, aiming to support parents, teachers, and schools across the country with high-quality, curriculum-aligned educational products. Their online store serves as a key sales channel, making SEO visibility vital to reaching their target audience and driving growth.

The client was struggling to gain visibility and sales in the crowded UK educational toys market. Despite offering a wide range of high-quality products, their website was not ranking for key commercial search terms, which meant they were missing out on valuable traffic from ready-to-buy parents and educators. Low organic visibility directly impacted online sales performance, and a combination of technical SEO issues, under-optimised category pages, and weak link authority further limited their ability to compete with larger, more established retailers.

To improve visibility, rankings, and conversions, we deployed a comprehensive, UK-focused SEO strategy tailored to the client’s Magento platform:

 1. Technical SEO Overhaul

• Conducted a full technical SEO audit to identify site-wide issues

• Optimised the robots.txt file to guide search engine crawlers efficiently

• Implemented schema markup for products and categories to enhance rich snippet visibility

• Fixed duplicate product title tags and hreflang attribute issues

• Restructured the site architecture for better crawlability and UX

• Eliminated all 404 errors and cleaned up redirect chains

• Optimised image alt text across product and category pages for accessibility and relevance

2. Keyword & Content Strategy

• Conducted UK-focused keyword research targeting parent and educator search behavior

• Rewrote and optimized category page copy for relevance, readability, and search intent

• Improved internal linking by connecting main categories to subcategories, boosting crawl depth and contextual relevance

• Crafted compelling title tags and meta descriptions with strong CTAs and keyword alignment

 3. Strategic Link Building

• Launched a targeted link-building campaign focused on category pages

• Secured high-quality backlinks from UK parenting blogs, education websites, and toy review platforms

• Strengthened domain authority and improved category page equity through natural, niche-relevant links