“Lumar gives you everything you need for website analysis in one place, clearly laid out, rather than using multiple sources or overwhelming you with data. And the Lumar team is really friendly, helpful, and responsive. If I have any questions, they get back to me straight away, so I don’t have to wait weeks to respond to simple questions. Working with both the Lumar platform and team really is seamless.”
Kunal Sharma, Senior SEO Manager, Bulk.
In Brief…
- Client Type: eCommerce
- Lumar Services: Analyze
- Outcomes: Simplified prioritization and quick resolution of post-migration issues
Client Profile
Founded in 2006, Bulk has become one of the largest and fastest-growing nutrition brands in Europe, delivering more than 10 million products to customers annually. Its website is its key revenue driver, with 16 geographical domains across Europe driving a significant portion of its annual revenue. So ensuring all domains are optimized to perform is business-critical.
Easing Prioritization
Bulk has been a customer since 2021, so Lumar was already in place when Kunal Sharma, Senior SEO Manager, joined Bulk at the beginning of 2024. While Sharma had used other enterprise SEO platforms and tools before, this was his first time using the Lumar platform.
“I was immediately impressed with the visualizations in Lumar,” explains Sharma. “Other platforms just presented a huge amount of data which was overwhelming and made it difficult to know where to start. Lumar has all the data, but everything is laid out in a nice simple way, so it breaks everything down and makes it easy to understand and see where to focus.”
Having everything laid out in a logical way saves Sharma and his team significant time when it comes to creating and refining Bulk’s SEO strategy and prioritization.
“Lumar helps me strategize the week ahead really easily. The health scores and SEO traffic funnel give me a quick sense of what’s happening, and I can easily drill down into the details. Or I can look at the top errors report to see what issues need our focus. Even today, I logged into the platform and immediately saw our 404s had shot up. With every report, I can easily filter down to an actionable data set rather than bombarding developers with a huge list. It helps us break things down so we can actually get things fixed and make progress.”
Flexibility & Proactive Approach
Lumar also gives the team the flexibility they need to not only focus on particular areas, but also take a more proactive approach to SEO.
“We run a full site crawl every week but can do more targeted crawls to focus on a particular region or set of pages. We also crawl our staging site, so we can test everything and check for issues before it goes live, reducing the need to fix bugs on the live site. With the new store HTML feature, we’re now analyzing the static and rendered HTML to see how Google views our pages, and we’ve connected Google Analytics and Google Search Console to Lumar to focus on orphan pages and address those.”
Site Migration
In the summer of 2024, Sharma oversaw migrating the website to a headless architecture. And with such a big proportion of the company’s revenue coming from the website, identifying and resolving any issues after the migration was essential.
“We changed a lot of our Product Detail Pages (PDPs) to make the URLs more unique, so identifying all of the changes post-migration would have been a big challenge without Lumar,” says Sharma. “We suddenly had more than 5,000 extra redirects, including a load of JavaScript redirects that we weren’t aware of but are terrible for SEO. With Lumar, we immediately identified these and got them fixed before they became a huge problem.”
Following the migration, the team is now focused on optimizing for specific geographies, and addressing content duplication across H1s, descriptions, metadata, etc. Sharma is also planning to grow the team and is confident that any new starter will be able to quickly get underway with Lumar.
“I can give a new exec an overview in 10 minutes, and they can easily see how to use it. Lumar gives you everything you need for website analysis in one place, clearly laid out, rather than using multiple sources or overwhelming you with data. And the Lumar team is really friendly, helpful, and responsive. If I have any questions, they get back to me straight away, so I don’t have to wait weeks to respond to simple questions. Working with both the Lumar platform and team really is seamless.”
