A bag of MyProtein Impact Whey Protein

MyProtein – The Zone

The new MyProtein Logo

A global brand and leading sports nutrionalist

In early 2015, I was given the mammoth task of overseeing the redevelopment and redesign of both the aesthetics and the technology behind the complete WordPress portfolio of The Hut Group. This was 33 WordPress sites on different servers with separate instances running for each one.

The blogs had been neglected and not installed with any overarching plan in mind for effectively maintaining them.

The flagship blog was The Zone which was to e a great tool for the MyProtein website.

Image

Migration to cloud

As well as going through a rebranding exercise, I was also to oversee the complete migration of the WordPress portfolio onto a new cloud infrastructure. This would make the (once slow) shared hosting platform a thing of the past. Using cloud based technology and a custom built CDN, we (as a team) were able to bring the page load speed times down by around 800%. Thankfully, PHP 7 brought major improvements in the Next Generation Zend Engine, delivering WordPress sites almost twice as quickly as before.
Initially we migrated 12 of the 33 sites including 6 international variations of MyProtein.

SEO masterclass

In February, 2015 MyProtein - The Zone was receiving approx 200,000 hits per month. But with April 2015 bringing in a big shift in Google's algorithms in regard to mobile devices, there was little time to bring a collective solution to these various WordPress sites that wouldn't harm their organic rankings.

Working alongside the content & SEO team, a strategy to analyse and accelerate content based on the popularity of certain articles and subject matter was implemented.

By November 2015, the Zone was getting over 1 million hits a month. We had also brought in bespoke full stack developer to help with integrating products directly from the MyProtein main e-commerce platform.
A very complex multi-layered programming job. This generated a huge amount of increased turnover for the brand.

Centralised management

The key to managing this ever expanding portfolio was going to require bringing the sites into one deployment centrally managed by a single core Wordpress installation. So a WordPress multisite installation was configured which powered a new generation of template for the blogs for all brands. With a fresh new look and globalised styling, using uniform plugins and templates, the blogs were now given a new focus and were made far more accessible for the content writers and SEO teams across the company.