Mountain Top

The Brief

In September 2023, we began our work to enhance organic rankings and traffic, fully aware that a major CMS migration was scheduled for February 2024—a challenge we were also entrusted to manage from an SEO perspective to protect existing rankings and site equity. Post-migration, we launched a monthly SEO promotion campaign to further elevate their products in the market.

The importance of this brief cannot be overstated. A CMS migration involving URL changes is inherently risky if not managed properly. Our commitment to clients during such website migration services is to preserve their current standing. When that standing has already been elevated by our efforts, the challenge becomes even greater.

The Solution

We approached the migration not just as a preservation task, but as an opportunity to enhance performance in a single strategic move. Recognizing that e-commerce sites typically attract non-branded search traffic through product category pages—a strength the inherited website lacked—we designed and implemented a targeted URL architecture with optimised content. This strategy was aimed at maximising the chances of a successful launch and setting the stage for further optimizations in the post-migration SEO campaign.

The Result

Organic Traffic

The new website launched in February 2024. Organic traffic not only maintained its trajectory seamlessly through the migration but also widened the year-on-year growth gap.

Keyword Rankings

The keywords we track are all commercially relevant and qualified. This increase in

Non-Branded Impressions

Non-branded impressions represent the number of times potential customers discover our client’s search engine results using keywords that don’t include the company’s name. This metric highlights our success in reaching users who are unfamiliar with the brand. The significant increase in these impressions, especially following major site changes, showcases our expertise in balancing safety during migrations and our commitment to aggressive promotion at the right moment.

Conclusion

Through careful planning and strategic execution, we turned a potentially risky CMS migration into a significant opportunity for growth. Starting with a robust foundation in SEO, we not only safeguarded the client’s existing rankings but also identified and capitalised on key areas for improvement. The result was a seamless transition that not only maintained but enhanced their organic performance. Our post-migration efforts further solidified these gains, driving increased visibility and traffic to their product pages. This project underscores our ability to navigate complex challenges while delivering exceptional outcomes for our clients.