Range Exchange

Reviving Keyword Performance After Poor Website Migration

Range Exchange came to Wildcat Digital in March 2022 following a poorly performed website redesign and migration which led to a downturn in keyword ranking performance. Keyword performance at this time was 43% lower than the previous year.

Our main goal for this campaign was to regain organic traffic by recovering their lost Google Ranking positions. After just 4 months, we recovered Range Exchange’s performance to pre-migration levels. Since then Wildcat has further improved performance with a 500% increase in organic traffic, peaking at 4000 organic users per month, a 720% increase in top 3 ranking keywords, and a 300% increase in organic conversions.

What we did

Keyword Recovery & Improvement
Content Optimisation & Creation


Ongoing Campaign

iPad showing SEO campaign stats
Laptop screen showing the Range Exchange website

Keyword Recovery & Improvement

Range Exchange’s main aim was to recover lost keywords as a result of a poorly managed website migration. Wildcat achieved this within just 4 months and, in just 12 months, went on to further improve keyword rankings by:

  • 720% improvement in top 3 keywords (5 in March 2022 vs. 41 in February 2023)
  • 673% improvement in top 10 keywords (23 in March 2022 vs. 178 in February 2023)
  • 212% increase in all keywords (215 in March 2022 vs. 671 in February 2023)

This went on to drive a 500% increase in organic traffic. Wildcat recovered Range Exchange’s average of 800 users per month in just 4 months but went on to achieve peak traffic of around 4000 organic users per month in January 2023.

Content Optimisation & New Pages

We noticed an opportunity in the reconditioned AGA space – there were a number of large-volume keywords that the client had never capitalised on. As we wanted Range Exchange to rank 1st for any keyword in the reconditioned AGA niche, we got to work on content optimisation and creation around these new keywords. 

  • Creation of new category pages targeting keywords relating to various models and designs. Previously all products were in one collection, but this new approach enabled us to make significant inroads for generic keywords.
  • Optimisation of homepage content to target the main keywords relating to refurbished and reconditioned AGAs.
  • Targeting queries used by people researching AGAs. This includes blogs varying in topic, including practical information that a buyer would need to know and advice on what recipes you can cook in an AGA.

Over the past 12 months Libby has massively helped imagine our paid ads account and given us a great understanding of how Google Ads actually work, and understanding how to analyse the change in metrics. Libby is great at explaining all technical aspects of Google Paid ads and also comes across as genuine and truthful when talking about realistic expectations on campaigns.

Joe Walker
Retail Sales & Administration Manager, Sheffield Window Centre

White Aga cooker in a modern, grey toned kitchen

Range Exchange

Range Exchange is a family run business which has been reconditioning Aga Cookers since 1995. The team sources the youngest and latest specification Aga cookers possible, rather than refurbishing old and tired cookers. They then spare no expense on the reconditioning process, restoring them to showroom condition.