When you work with a business that manages several brands under one roof, clarity isn’t a luxury, it’s the foundation. Every decision, from navigation to content to SEO, has to make the experience feel simple for the shopper, even when the structure behind the scenes is complex.
We recently had a meeting with the Xplore team that moved that foundation forward in a big way. It gave us the space to step back from presumptions and look at real user behaviour together.
The team were able to see how customers are currently searching across their brands, and how that differs from what they expected. That shift alone starts to unlock a clearer roadmap.
Our conversation centred on three things:
1. What users are genuinely searching for right now
Not broad guesses, but real keyword behaviour. It helped the team rethink how certain product ranges and terms are perceived in the market today.
2. How content supports the buying journey
We walked the team through the content plan, a structure built around the customer, not categories. It’s the strongest version of the plan we’ve produced so far: practical, scalable, and built to grow with their multi-brand strategy.
3. What needs to happen before launch
With their website timeline moving into early January, we have a little more breathing room to strengthen our foundations. This period will focus on tightening the overall search strategy, refining priority terminology, setting the right tracking in place, and preparing upcoming content so everything is aligned and ready for rollout.
It was a very positive meeting, one that made the future roadmap much clearer for both teams.
The goal isn’t to change who Xplore are.
It’s to make it easier for customers to understand the value each brand brings, and to find exactly what they’re looking for without friction.
Good SEO and good content do that long before a site goes live.
They shape the structure, the language, and the choices customers see when they land for the first time.
We’re excited to be moving into the next phase with the Xplore team, building the clarity and consistency that will support their relaunch in January, and their long-term growth beyond it.
If your business is preparing for a relaunch or needs support understanding how users really search, our team can help you make the right decisions early, when they matter most.
