The Challenge:
A global coffee retailer sought to drive demand generation for its eCommerce website, which sold coffee and merchandise. The client required a long-term SEO strategy to sustain organic growth while navigating major website changes. Over a two-year period, the website underwent significant transformations, including a domain migration, a responsive redesign, and entirely new URL structures. Ensuring minimal disruption to organic search performance during these transitions was a critical challenge, especially with the peak holiday season approaching.
The Solution:
Given the complexity of the website changes, a dual approach was adopted: ongoing demand generation campaigns and robust technical SEO support. The strategy prioritized maintaining organic visibility and minimizing traffic loss during each major shift. Key efforts included:
Proposed Execution:
- Conducted an in-depth SEO audit before each major change to identify potential risks.
- Developed a comprehensive domain migration plan, ensuring all redirects were properly implemented.
- Managed the responsive redesign to enhance user experience while maintaining SEO best practices.
- Executed a structured approach to URL changes, including 301 redirects, updated sitemaps, and internal linking optimization.
- Monitored organic performance closely post-migration to detect and mitigate any ranking fluctuations.
- Coordinated timing for all major website changes to allow for sufficient recovery before the holiday peak season.
Results:
- Domain migration & redesign recovery: Organic search traffic and revenue rebounded within three months.
- Organic search growth: Year-over-year revenue from organic search increased by 222%, while traffic increased by 155%.
- URL restructuring success: Traffic recovered within three months, with a 30% year-over-year increase in organic visits.
Client Testimonial:
"I worked closely with Lisa. She is absolutely a SME in her field, but more importantly, she has excellent client service skills. She consistently exhibited both professionalism and developed a personal relationship with me and my team. I would work with or hire Lisa in a heartbeat."
— Liz Wagner, eCommerce Coffee Brand Client
For organizations seeking to maximize their global digital potential, partnering with Elevate Digital can unlock transformative insights and competitive advantages.