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Franklins Group Strengthens Its Online Presence with SEO and a Shopify Website Upgrade
SEO, Google Shopping, and a WooCommerce-to-Shopify rebuild for one of the UK's oldest haberdashery retailers.
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SEO, Google Shopping, and a WooCommerce-to-Shopify rebuild for one of the UK's oldest haberdashery retailers.
Franklins Group is one of the UK's longest running sewing and haberdashery retailers, with five physical stores across the country and recently celebrating its 70th anniversary. The company has built a strong reputation among both in-store customers and online shoppers.
Phoenix Media partnered with Franklins to strengthen the brand's online presence, support product visibility in search engines, and ensure the website could continue supporting the company's growing e-commerce activity.
Franklins already had a loyal customer base and strong brand recognition, but the online craft and sewing market has become increasingly competitive as new e-commerce businesses continue to emerge.
The objective was to modernise the website, safeguard the Franklins brand online, and ensure the company remained competitive in search results while continuing to promote its own product ranges, including the Wayliner brand.
Phoenix Media began by reviewing the existing website to identify technical issues and opportunities to improve search visibility.
We implemented an SEO content strategy designed to support product categories, craft tutorials, and sewing-related searches. Google Merchant Centre was also configured so Franklins' products could appear in Google Shopping and other product listing placements.
As the business continued to grow its online sales, we later supported the redevelopment of the website, migrating the platform from WordPress and WooCommerce to Shopify to provide a stronger and more scalable e-commerce platform.
The numbers
Through ongoing SEO work, Franklins maintained and strengthened their position in local search results, achieving position one rankings for key location-based searches relating to their physical stores.
Product-specific outreach was also carried out for the Wayliner brand. This helped strengthen the company's link profile while also publishing relevant content on established sewing-related websites, increasing awareness of the product among a targeted audience.
The website was later redeveloped from an older WordPress and WooCommerce platform to a modern Shopify store. This provided a significantly improved user experience for customers while also giving the client a much easier platform to manage, along with additional e-commerce features that were not available on the previous site.
We originally found Phoenix Media while researching marketing companies through AI searches, as we were looking for an international team that was based in Asia. After speaking with Rob and working with the team, we decided to move forward with several additional projects, including a full revamp of our website.
I've since travelled to Thailand to meet the team in person and would happily recommend him to any local or international business looking for support with their online presence.
If you're looking to strengthen your online presence, improve organic search rankings, or modernise your e-commerce website, our team can help develop a strategy tailored to your business.
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