The SEO Secrets of the Fastest Growing 7 Figure Online Toy Store in Europe

Welcome to another week of 'Growth Through Content.'

This time, we're turning the spotlight onto WordUnited, an independent publisher and supplier of children's educational books, award-winning toys, and exceptional learning resources.

Wordunited is on the Financial Times list of Europe's fastest-growing businesses.

They they were ranked #1 in Wholesale, #5 in e-commerce, #20 in the UK, and #106 in Europe on the FT1000 list.

So, they are well worth digging in.

You'll learn:

• How a simple yet effective content strategy can drive organic growth.
• Why offering free, high-quality educational resources can act as pure advertising.
• How digital PR and strategic backlinks can enhance brand visibility and authority.

Let's dive in.

Ok, but before we go to the newsletter notes, I want to add something in.

This week, I've leveraged AI more than ever.

Using Google Gemini, I uploaded Ahrefs screenshots to analyse the data.

What you'll see in the newsletter are 2 things.

First, the data is exactly as it was given to me by Gemini.

At the end of the newsletter, I used it to analyse the home and product pages, specifically looking at their UX and CRO aspects.

This was done by uploading a PDF screenshot of the whole page.

I'm sure you'll agree.

We are in interesting times.

Ok..now for the notes.

Newsletter Notes

As always, thanks to SEOjobs.com , here are this week's listings:

?Tech Lead (Webflow/SEO) ~ Masse ~ $48k-60k ~ Remote (WW)

?SEO Growth Lead ~ Skale ~ EUR 50,000 ~ Remote (EMEA)

?SEO Content Specialist ~ Avalanche Creative ~ $45-50k ~ Remote (US)?Senior SEO Analyst ~ Siege Media ~ $72-80k ~ Remote (US)?

Sr Analyst, SEO ~ Home Depot ~ $65K-$100K ~ Remote (US)

Digital PR Links

If you need to increase your traffic and rankings, read our case study about how we gained 104 links for our client.

Check it out here.

Ok, that's it for the notes...let's dive into the case study.

What is WordUnited?

According to their site WordUnited is an independent publisher, bookseller, and supplier of children's educational books, award-winning toys, and exceptional learning resources.

Their offerings span various subjects including literacy, maths, science, ICT, languages, history, geography, multicultural, sensory and special needs, promoting independent learning and self-assessment.

What are Their SEO Metrics Like?

Ahrefs gives the site a DR of 29 and a UR of 16. They have over 2,900 backlinks from 804 referring domains, resulting in 14,000 monthly visitors. The estimated cost of this traffic is valued at $4.5K if purchased using PPC.

What do they do well?

Key insights:

• Organic Traffic: The website experienced steady growth in organic traffic (visitors from search engines) over the analyzed period. There's a notable spike in traffic in early 2020, followed by a period of fluctuation, but the overall trend is positive.
• Referring Domains: The number of referring domains (websites linking to this site) also shows a consistent upward trajectory. This is a positive sign, as backlinks from reputable sites can significantly improve organic search rankings.
• Organic Pages: The total number of pages receiving organic traffic is 1,926. The distribution of these pages based on the traffic they receive is as follows:

• 0 page traffic: 1,540 pages (80.0%)
• 1-100 page traffic: 368 pages (19.1%)
• 101-1,000 page traffic: 17 pages (0.9%)
• 5,001-10,000 page traffic: 1 page (<0.1%)

• Pages' Total Traffic: The majority of the website's organic traffic (78.3%) is concentrated on pages receiving 101-10,000 visits.

Overall, the website demonstrates healthy performance in terms of organic traffic growth and the increasing number of referring domains. However, the distribution of traffic across pages indicates that a significant portion of the site's content is not receiving much organic traffic.

This could be an area for further analysis and potential optimization to improve overall site performance.

A Simple About Page

I think one of the reasons this business is so successful is its simplicity. The About page is detailed and honest and provides links to associations they are part of.

Let’s look at their content strategy.?

Their Home Page

The home page is colourful and helpful.

Trustpilot star reviews, along with a phone number to call, log-in details, and a free delivery statement, appear at the top.

The menu is well thought out and divided into sections.

You can tell the people behind this business deeply understand their customers and want them to get to the section of the website that is right for them as quickly as possible.

I loved this simple shop-by-age bar down the page, helping the consumer find their category faster.

Following this we have a nice tiled area that shows the products visually, this is a great touch to find products through visual appeal, not just words.

We then move to a great social proof mixed with an SEO friendly header.

Then it’s on to the SEO-friendly footer, the age-old tactic of adding some content to help with rankings.

It’s an old but good tactic.

Ok, but where is all their traffic coming from?

Their Top Pages

As stated in a slight change to how I do these case studies, I wanted to see how Google’s Gemini analysed the above image.

Here’s what it told me:

Data Analysis and Insights:

• Top-Performing Page: The time's table grid page is the clear winner, with a significant increase in traffic (43.89%), a high estimated value ($3.9K), and a large number of ranking keywords (1,078). This suggests it's a popular and valuable resource for users.
• Trending Topics: Times tables (especially 3, 2, and 5), handwriting practice sheets, fraction walls, and map resources appear to be in high demand, as indicated by their traffic and keyword volumes.
• Areas for Improvement: Several pages experience traffic decreases or have low traffic despite ranking for many keywords (e.g., letter formation worksheets). This could indicate a need for content optimization or better targeting of relevant search queries.
• Overall Site Traffic Increase: The total traffic for the analyzed pages has increased significantly, demonstrating positive momentum for WordUnited's free resources.
• Recommendations for WordUnited:

• Focus on Times Tables: Given the high performance of the times table grid, consider creating more resources around times tables or promoting related resources more actively.
• Optimize Underperforming Pages: Analyze the pages with declining traffic or low traffic despite ranking for many keywords. Identify opportunities for content improvement, keyword optimization, or technical SEO enhancements.
• Monitor Trending Topics: Keep track of emerging trends in educational resources. Create or update content to align with these trends and capture relevant search traffic.

I thought this was pretty insightful.

So, let’s look at what’s happening.

Gemini noticed that they are gaining a lot of rankings for keywords but little traffic.

But when you dig deep, you see why:

They rank for many keywords in the image pack.

But their traffic model is quite simple.

They offer free downloads and then have on-page upgrades:

A good example is this page:

https://wordunited.com/free-resources/lowercase-handwriting-practice-sheets/

This handwriting practice sheets page is an example.

There are 2 processes the site uses, and it is clear that they will grow.

First, this free product offering gets them on the radar of prospects, they do not even gate the content.

It is a fast download but with a branded sheet:

You can see how this scales.

Hundreds of pages like this are downloaded and shared between teachers, parents and children.

It's pure advertising.

But the same applies to their products.

https://wordunited.com/product/smartmax-power-vehicles-mix/

And yet they have hundreds of pages that do not drive traffic…yet.

So what’s going on? How has this business become one of the fastest-growing businesses in the world?

I don’t know…but here’s what I suspect.

How Are They Growing?

Based on their web metric, I was perplexed.

Sure, they have a social media following.

They have a social following, but it is small.

So what’s going on?

In truth, I suspect a bit of everything.

From the free traffic to their membership in a school supplier association.

https://www.besa.org.uk/

Add to this a good product and overall marketing, and you can quickly see how they do so well.

But they are primed to grow even further online.

If we look at their domain authority, they only have a DR of 29 right now.

And they are up against it for some of their keywords, such as Dyspraxia aids.

So, how can they grow?

This is one of those brands that need digital PR to tell as many parents and families as possible that they exist and boost their backlink profile to ensure online growth.

I can easily see this brand getting mentions and links by discussing issues concerning parents around learning.

Publicity acts as advertising for many brands.

Also, they can improve their SEO on their product pages.

What Can You Learn and Take From This Case Study?

This business and its fast growth might not be down to its online efforts, but I’m sure it’s helping.

But they have plenty of room to grow ‘once’ their authority is increased and they can challenge the bigger players.

However, there are some key learning points here:

The free download model:

Websites often gate a lot of content, which is fine.

But also, what about just giving free access but using highly branded products?

This is free advertising.

What can you give away for free that will advertise your products at the same time?

What I love about this site's approach is that digital products will be printed and used physically, albeit this will be rare for most other businesses.

Across Site Bright Visualisation

The entire website has a fun and educational feel.

You can’t help but feel the site's ‘school room’ element.

It feels like being in my daughter's classroom on parents' evenings when she was younger.

This a brand thing.

User Experience: (help people to find things fast)

I love the home page of this site.

It's bright, easy to navigate, visual and above all else, helps you to find things fast.

But, what did Gemimi say:

As I said earlier, I used screenshots of the site and site data and uploaded them to Gemini to get insight.

I also did this for their home page and product pages.

Here's what it gave me on the CRO and UX of the home page:

"The WordUnited website demonstrates several positive aspects from a UX (User Experience) and CRO (Conversion Rate Optimization) perspective:

Positive UX/CRO Aspects:

• Clear Value Proposition: The website immediately communicates its focus on educational toys, books, and resources for children. The tagline "Where learning & playing is one!" reinforces this message.
• Intuitive Navigation: The main navigation menu is well-organized, categorizing products by age, type (toys, books), and learning area (literacy, numeracy, science). This makes it easy for users to find what they're looking for.
• Prominent Search Bar: The search bar is prominently displayed, allowing users to quickly search for specific products or topics.
• Engaging Visuals: The website uses high-quality images of children playing with toys and engaging with books, creating a visually appealing and inviting atmosphere.
• Trust Signals: The inclusion of trust badges (Trustpilot, Digicert) and customer reviews helps to build credibility and trust with potential customers.
• Clear Calls to Action (CTAs): The "Shop Now" and "Explore Now" buttons are strategically placed throughout the page, guiding users towards conversion actions.
• Mobile-Friendly Design: The website appears to be responsive, adapting to different screen sizes for a seamless experience on mobile devices.
• Social Proof: The display of awards ("Winners Staffordshire Chambers BUSINESS AWARDS") further enhances the brand's reputation and credibility.

Areas for Improvement:

• Cluttered Homepage: The homepage contains a lot of information, which could overwhelm some users. Simplifying the layout and prioritizing key content could improve the user experience.
• Lack of Personalization: The website doesn't offer personalized product recommendations or content based on user behavior or preferences. Implementing personalization could increase engagement and conversions.
• Limited Filtering Options: While the main navigation provides some filtering options, more advanced filtering (e.g., by price, brand, specific learning goals) could help users narrow down their choices more efficiently.
• Checkout Process Not Highlighted: The checkout process could be made more prominent, perhaps by including a persistent "Cart" icon or a more noticeable checkout button.
• Newsletter Signup Incentive: Offering a discount or free resource in exchange for signing up for the newsletter could incentivize more users to subscribe.
• Lack of Live Chat or Chatbot: Providing a live chat or chatbot feature could offer immediate assistance to users, potentially increasing conversions.

By addressing these areas for improvement, WordUnited could further enhance its website's UX and CRO, leading to increased user engagement, conversions, and ultimately, business growth."

And here's what it gave me for a product page.

"The product page for the Baby Einstein Caterpillar Musical Balancing & Stacking Toy on WordUnited demonstrates a mix of effective strategies and areas for improvement in terms of UX (User Experience) and CRO (Conversion Rate Optimization):

Positive Aspects (UX/CRO):

• Clear Product Images: The use of multiple high-quality images showcasing the product from different angles is excellent. This allows potential customers to get a good look at the toy and understand its features.
• Detailed Product Description: The description provides comprehensive information about the toy's materials, safety standards, and educational value. This helps to inform and reassure potential buyers.
• Prominent "Add to Basket" Button: The call to action (CTA) is clear and stands out, making it easy for users to take the next step towards purchasing.
• Trust Signals: The inclusion of trust badges (Trustpilot, Digicert) and information about Hape Toys' commitment to sustainability and safety helps to build credibility and trust.
• Related Products: The "Related Products" section is a good CRO tactic, as it encourages users to explore other items and potentially add more to their cart.
• Social Media Links: The presence of social media links allows users to connect with the brand on different platforms, potentially increasing brand awareness and engagement.
• Clear Shipping Information: The "FREE UK DELIVERY OVER ￡50" banner is prominently displayed, which is important information for potential buyers.

Areas for Improvement (UX/CRO):

• Lack of Product Videos: Including a short video demonstrating the toy in action would significantly enhance the user experience. Videos can provide a more engaging and informative way to showcase a product's features and benefits.
• Limited Reviews: While the presence of Trustpilot is positive, showcasing actual customer reviews directly on the product page would be more impactful. User-generated reviews are powerful social proof that can influence purchasing decisions.
• Upselling and Cross-Selling Opportunities: The "Related Products" section is a good start, but WordUnited could further leverage upselling and cross-selling techniques. For example, they could suggest complementary products (like other Baby Einstein toys) or offer bundle deals.
• Lack of Interactive Elements: The product page is primarily static. Adding interactive elements, such as a 360-degree view of the product or a "Frequently Asked Questions" section, could increase user engagement and provide more information.
• Limited Information on Returns: While there is a "Delivery & Returns" link, making the return policy more prominent and easily accessible could alleviate concerns for potential buyers.
• Newsletter Signup: There is no option to sign up for a newsletter on the product page. This is a missed opportunity to capture email addresses for future marketing efforts.
• Lack of Urgency: There are no elements on the page that create a sense of urgency (e.g., limited stock indicators, time-sensitive discounts). Creating a sense of urgency can encourage users to make a purchase sooner rather than later.

By addressing these areas for improvement, WordUnited could optimize the product page for a better user experience and higher conversion rates."

Considering that this output was done in seconds, I think it's clear that marketing is changing.

How you use this is up to you.

But I already have a lot of ideas.

Thanks for reading.

Andrew Holland