CASE STUDY / SUFFOLK MOWERS / WOOCOMMERCE + TECHNICAL SEO
From a new machinery website to 3,500 Google clicks in 28 days.
I rebuilt a garden machinery retailer’s WooCommerce website, then stayed involved with the difficult work behind it: stock reconciliation, complex supplier data, product discovery and selling higher-value machinery online.
DOCUMENTED SEARCH RESULTS
THE STARTING POINT
The brief became bigger than launching a new website.
I started working with Suffolk Mowers in early 2025. The first job was a better online shop, beginning with STIHL products. I built the new WooCommerce website, arranged hosting, imported and organised the initial catalogue, and managed the domain migration and redirects.
By spring, the new site was live with more than 3,500 product records and a structure ready for other machinery brands. But a live website isn’t necessarily an accurate one.
The shop’s EVOPOS records, supplier spreadsheets and WooCommerce products used different identifiers and processes. Some products could be delivered quickly, others depended on supplier stock, and expensive machines often needed advice or a demonstration before a customer would buy.
I became involved in solving those problems as well as growing the site’s search visibility.
GOOGLE SEARCH / THE PROGRESSION
The search results kept moving in the right direction.
These are the dates Google Search Console first recorded new rolling 28-day click milestones. They show progress across the period I was rebuilding and developing the site, not a one-off launch spike.
First full month after launch.
A new rolling 28-day milestone.
Continued growth as product coverage expanded.
More visibility for specialist product searches.
A further milestone beyond the initial rebuild.
The highest achieved milestone in these records.
Achievement dates: 21 April 2025; 26 June 2025; 11 November 2025; 11 March 2026; 6 May 2026; 1 July 2026. These are thresholds first reached, not a continuous time series.
+195% more Google clicks year on year
In the October 2026 report, like-for-like three-month periods showed a 195% increase in Google Search clicks and a 134% increase in search impressions.
That’s a more useful comparison than simply taking two isolated good days.
185 tracked first-page keywords
By September 2026, the tracking report showed 185 keywords on Google’s first page. More effort was going into specialist machinery, local searches and products with genuine buying intent.
Rankings were a means to reach the right customers, not the end goal.
The first-page figure refers to a tracked keyword set, not every query on which the site appeared. Search results were influenced by the business, available products, market demand and other factors as well as my work.
THE WORK BEHIND THE NUMBERS
The difficult parts were usually behind the storefront.
Website rebuild and migration
I developed the new WooCommerce site, dealt with redirects and old product URLs, organised brand and category navigation, and set up the technical SEO foundations. It needed to be a platform that could grow, not just a replacement homepage.
Supplier data and catalogue expansion
I processed large manufacturer files, cleaned product identities and imported machinery, tools, accessories and complex variations. Product relationships mattered too: customers needed to find the right batteries, chargers and attachments.
Shop stock versus website stock
I compared thousands of internal stock-system records with the website, investigated SKU and quantity mismatches, and developed diagnostic checks. When two systems disagree, blindly connecting them can spread errors instead of fixing them.
Custom pricing and product-maintenance tools
I built tools to review supplier prices, margins, exceptions and discontinued records. Bulk changes were made against matched product identities, rather than assuming spreadsheet rows would line up correctly.
The work includes targeted stock and data checks; it does not mean every supplier and the internal stock system became part of a complete real-time sync.
THE CUSTOMER’S SIDE
Make the stock you can supply easier to find.
Ready to ship means something
I introduced clearer availability labels and ready-to-ship filters, helping customers distinguish machinery held by the business from products that still depended on a supplier. The green in-stock indicators and estimated delivery information made that distinction more visible.
Different machines need different buying journeys
A mower, chainsaw, battery and UTV don’t need identical product pages. I worked on specifications, category structure, accessory compatibility and other details that help customers choose correctly.
Not every expensive machine belongs in a checkout basket
For high-value equipment, I developed better routes to ask about demonstrations, upgrades, servicing and availability. That gave customers a practical next step when they needed a conversation before committing.
The principle was to make the website reflect how the retailer actually sells.
MY CONTRIBUTION / 2025–2026
From building the site to improving how the business used it.
I built and migrated the website
WooCommerce rebuild, hosting, initial STIHL catalogue, domain redirects and the structure needed for future products and brands.
I investigated the stock and product mismatches
Audited the shop system against the online catalogue and separated genuine matches from records that needed checking.
I improved product availability and discovery
Ready-to-ship merchandising, stock filters, clearer delivery expectations and more useful product relationships.
I expanded the catalogue and built custom tools
More supplier ranges, difficult variations, price-review tools and machinery hire and servicing pages.
I developed the next layer of product and enquiry logic
Stock diagnostics, product lifecycle checks, battery compatibility and better enquiry routes for specialist machinery and vehicles.
I focused on search traffic that could lead to useful business
Specialist ride-on mowers, rough-terrain machines, Polaris and local search visibility, with reporting to guide where further work would matter.
WHAT MATTERS TO THE NEXT BUSINESS
More traffic is useful. Solving the right problem is better.
This project involved SEO, but it was never only an SEO job. A good Google ranking doesn’t tell someone whether a machine is actually in stock, whether a battery fits, or when an order might arrive.
I look at the product records, the website and the process behind them. Sometimes the right answer is custom code; sometimes it’s better data, simpler filtering or a more useful way for a customer to enquire.
And knowing when not to automate matters. A wrong product match or inaccurate supplier price can cause more trouble at scale than it ever did in a spreadsheet.
That’s what I’d bring to another eCommerce project: ownership of the awkward technical problems, with an eye on how they affect the business and its customers.
RELATED TECHNICAL WORK
The individual problems behind the project.
Matching supplier prices to WooCommerceMake sure an update reaches the correct product.
Catalogue expansion and supplier exceptionsGrow the range without importing every error.
SECTOR SPECIALISM
Garden machinery and equipment retail
How stock availability, product data, technical SEO and high-value enquiries connect in machinery eCommerce.
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I work on WooCommerce, stock, supplier data, custom functionality and SEO — including the problems that don’t fit neatly into one service.