Catalogue Platform: Content Operations & Measurement
Overview
With the product catalogue in place (Part 1), the site needed to stay current without developer involvement, report on what visitors actually did, and be readable by search engines. We set up editorial workflows for blogs and career listings, an analytics and Google Tag Manager layer that tracks the actions that matter to a sales-led business, and the domain, security and on-page SEO groundwork the whole site depends on.
Content types editors own
Conversion events tracked
Full build
Tag Manager container
The challenge
we had to solve
The team wanted to publish news, guides and job openings themselves, but without structure that tends to produce inconsistent pages and broken layouts. There was no reliable measurement: no way to tell which pages led to enquiries or calls, or whether search traffic was growing. The domain and certificate setup also needed to be put on a clean footing before any of the SEO work could count.
How we
approached it
We gave editors role-based access to blogs and careers in the CMS, with a draft, preview and publish workflow and a library of reusable content blocks so new pages stay on-brand without design input. Analytics runs through Google Tag Manager with a structured data layer, so enquiries, click-to-call taps and downloads are captured as named events and marked as conversions. On the technical side we configured DNS and SSL with a single canonical host, and shipped per-page metadata, canonical tags, schema.org Organization and Product structured data, an auto-generated XML sitemap, and pages tuned against Core Web Vitals.
Editorial Workflow
Role-based editing for blogs and careers, with draft, preview and publish states so changes are checked before they go live.
Reusable Content Blocks
A set of composable blocks (text, image, gallery, call-to-action, job details) that editors assemble into pages without breaking the layout.
Event-Level Measurement
A Google Tag Manager data layer that records enquiries, calls and downloads as named events and reports them as conversions in analytics.
Technical SEO Foundation
Clean DNS and SSL, canonical tags, per-page metadata, schema.org structured data, an XML sitemap and Core Web Vitals tuning.
Four phases
zero shortcuts
Domain, DNS & SSL
Configured DNS records, issued the SSL certificate and redirected all variants to one canonical HTTPS host.
Editorial Set-up
Created blog and career content types, editor roles, the preview and publish flow, and the reusable block library.
Tracking Plan & GTM
Defined the events worth measuring, built the data layer and Tag Manager container, and wired conversions into analytics.
On-page SEO & Launch
Added metadata, structured data and the sitemap, checked Core Web Vitals and launched with search console submission.
The work,
in full resolution
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Before vs.
after
We can now manage our entire product catalogue and content easily. The new website made a huge difference to our visibility.
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