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Easy Like Sunday Mornings

  • Technical audit
  • Keyword research
  • Keyphrase mapping
  • Website optimisation

Reclaiming Sunday mornings. Sounds ideal, doesn’t it? Desmond & Dempsey set out in 2014 to do exactly that. The founders, Molly Goddard & Joel Jeffery, were in a long-distance relationship between Brisbane & London when they discovered the joy of spending Sundays on Skype together. Two years later, when Molly moved to London, it became about spending Sundays in bed reading the paper, eating croissants, & being in the cosiest & comfiest clothing possible. Identifying a gap in the market—comfortable cotton pyjamas that felt luxurious—the pair ventured to reclaim & relish Sundays.

Five years later, you can find Desmond & Dempsey stocked in Net-a-Porter, Matches, Selfridges, Liberty, Bergdorf Goodman, & Le Bon Marché in Paris.

Desmond & Dempsey engaged us to deliver a technical audit, keyword research & optimise their site for organic search.  The following case study showcases our approach to their deliverables.

We kicked off the project with a technical audit of their site adhering to a 141 point checklist that was designed according to their e-commerce platform, tool usage & theme optimisations.  We structured the audit into 3 sections - Analytics, Indexation & On-Page (the primary areas addressed being crawlability, indexability & site speed which are all core components of driving organic rankings).

Here’s What We Uncovered...

Trailing slashes had been added at the end of URLs leading to a site wide duplication issue resulting in indexation problems. It was important for us to put in place a solution to ensure that Google could clearly identify which page to index.

Google Analytics site search hadn’t been set up resulting in key opportunities being missed.  Site search can provide you with valuable insights, allowing you to track enquiries in the site’s search functionality & to ultimately determine satisfaction of your current range.  A quick & easy win was setting up tracking string parameters in Google Analytics.

The site was misattributing referral traffic which made it difficult to truly measure performance & refine budgets.  Amazon Pay was being tracked as a referral on the, as was Clearpay on  We put in place referral exclusions to solve the issue & began testing how the traffic was being attributed.

Search Console had reported 131, 769 pages on May 19th 2020 which had dropped to 5,000 pages as of May 20th.  Initially it was unclear why so many of these pages had been removed from the index.  This would generally happen if either the noindex attribute or robots.txt file was used to exclude a subset of pages.

80% of the pages that were accessible by Google were not hosted in the sitemap (totalling 3,758 pages).  We recommended installing a Site Robot - Sitemap Generator to provide more flexibility with the XML sitemaps & allow the ongoing generation of HTML sitemaps.

Third party code was significantly impacting load performance.  We identified a number of libraries that appeared to be auxiliary & hindering PageSpeed.  We recommended a clean out of unused apps to trim down page size & streamline the code base.

Brotli compression wasn’t enabled on the site & we felt it was a quick & easy win.  A recent Google case study had reported that Brotli compression can improve compression ratios by up to 26% more than existing methods such as GZIP whilst also clocking up less CPU usage.  We recommended that Desmond & Dempsey explored utilising a CDN that supports Brotli compression.   

Two H1 tags were being used across 84 pages which was confusing for search engines considering that H1 tags are a measure of how they interpret the meaning & intent of a particular page.   We implemented a solution to mark secondary H1 tags as H3 & H4 tags.

The site hadn’t been optimised for keywords & had previously relied on auto generated metadata from Shopify.  It was already performing well from an organic revenue perspective but with the right keywords in place & on page optimisations it was destined to unlock revenues that had previously been unattainable across the channel.  We identified keyphrases that had a high search volume & matched their brand tone of voice, ensuring that we didn’t compromise the natural language of the brand.

Work With Us

Most agencies, unfortunately, view pricing as antagonistic: a win-lose relationship with customers in that what one party gains the other loses, or so goes the weakly held assumption.  Our performance-based model creates complete alignment between buyer & provider goals.  It ensures that our clients will only ever pay a quantifiable percentage of the financial value our work drives.   For us, we feel it’s our  responsibility to deliver what is needed at a business level.  We pride ourselves on our ability to measure, articulate & prove the value of our work.  Our clients pay for performance & nothing more.

If you’ve a project in mind & you would be interested in potentially working together, let’s have a chat…