Background information


The Client

Since its first home farm in Tasmania’s Central Highlands in 1986, Tassal has been committed to delivering its customers with fresh, quality Tasmanian Atlantic salmon.
Today, Tassal is the market leader in its field, offering a range of fresh, smoked, canned and frozen salmon products. In 2015, Tassal won the Australian Business Award for Sustainability for its sustainability reporting and transparency and was further benchmarked as’s 2015 World’s Top Seafood Company – a significant achievement, given strong international competition.

The Challenge

The client approached us requesting a general independent audit of the Tassal website to identify any search engine optimisation (SEO) opportunities and any issues relating to user experience (UX) for future website development. The challenge was met with a user-experience focus to provide strategies to deliver existing content more effectively, removing any barriers for both the user and the search engine.


Here’s what we delivered…


1. A General Audit

From our undertaking of a technical website audit, two key matters were evident: a lack of an on-going SEO Optimisation Process and substantial Mobile Information Architecture (IA) and User Experience (UX) issues.

These IA and UX issues were important to address because it concerns user interaction with the company, connecting the user to the content the company wishes to extend. Similarly, the lack of SEO Optimisation Process was of critical importance because pushing out content – no matter how good – will be of little value if it does not gain the traffic.

2. Formulation of Report and Analysis of Findings

It was apparent from our findings that there was a lack of an ongoing SEO Optimisation Process, resulting in the presence of duplicate content and issues relating to page metadata and semantics.

In terms of UX, the audit also revealed that several aspects of the website were not rendering correctly on mobile devices.

These issues were compiled into a list and were detailed for potential impact, complexity and priority for action.

3. Recommendations

The recommendations provided had the aim of assisting Tassal maintain its leadership position in the market and further optimise search engine rankings to keep the challengers at bay:

  • To combat the issue of duplicate content, the recommendation was made that all Tassal pages be served via secured HTTPS, as Google prioritises secure pages over non-secured ones – this would result increase the website’s ability to attain the highest search engine ranking potential
  • To resolve the page metadata issues, reconfigure title pages and ensure that all pages were appropriately tagged to improve the visibility of the Tassal website for search engines and indicate the importance of the content
  • To split long pages dealing with multiple topics into separate pages, thus providing more targeted destinations in organic search. Further, to optimise the mobile interface, the suggestion was made to have a bottom sticky bar to not obscure content, as well as optimise diagrams and videos to ensure they are functional for mobile devices. These suggestions would serve to make it easier and for a more enjoyable mobile user experience – an issue of growing importance given the increasing use of mobile devices