Client
Axians Store,
a division of Axians UK
How a Technical Overhaul Took a Site From 77% to 98% Health in 8 Months
Industry
IT Managed Services
D2C fulfilment
Services
Advanced SEO Audit
SEO Strategy
Results
98% technical site health score
Note: as part of a wider business evolution, Axians UK has since retired the Axians Store and no longer offers fulfilment-only hardware and licensing services, focusing instead on its core B2B offering. This case study reflects the engagement as delivered.
The Challenge
An advanced technical audit uncovered significant issues with the store’s Shopify build — duplicate content, broken JavaScript, and heavy unoptimised CSS — contributing to an overall site health score of just 77%. Many product pages sat four clicks deep in the site architecture, with a substantial volume of canonical errors across both product and category pages.
What I Did
I prioritised fixing the major technical issues first, then moved into detailed keyword research and optimisation across the site. When Axians later took the strategic decision to close the D2C store and focus entirely on B2B, I ran a thorough redirection process to make sure the SEO equity built up over the engagement carried forward rather than being lost.
The Results
0 errors or warnings (down from a 77% health score baseline)
Overall site health improved to 98%
A clean, fully-managed redirect process protecting the site’s SEO equity through the transition to B2B-only
The most telling part of this engagement isn’t the health score improvement itself — it’s what happened when the business changed direction.
Many technical clean-ups only prove their value while the site they were built for keeps running; this one proved its value again when Axians made the strategic call to close the D2C store entirely. A thorough, carefully mapped redirect process meant that months of accumulated SEO equity and search authority weren’t simply abandoned along with the store — they were preserved and carried forward into Axians’ core B2B presence, turning what could have been a total loss into a genuine asset for the business going forward.