Shuperb.co.uk – SEO Migration

www.shuperb.co.uk

Services

Website Redesign & SEO Migration

Sector

Footwear Retail & E-Commerce

Shuperb.co.uk

Shuperb.co.uk, a leading UK-based footwear retailer, hired us to move their large e-commerce platform to Shopify. This change was aimed at improving the website’s functionality, speed, and ability to handle more customers.

↑10%

Increase in Clicks

↑15%

Increase in Impressions

CTR Drop

Rankings Drop

Service

Website Redesign & SEO Migration

Client

Shuperb.co.uk

Industry

Footwear Retail & E-Commerce

The Challenge

The main challenge was dealing with Shuperb.co.uk’s massive online presence, which included nearly 10 million pages, many of which were redundant. These redundant pages were created due to the limitations of the previous CMS platform, resulting in significant issues with crawl budget management. There was a substantial risk of losing information and harming the website’s search engine rankings during the move. Ensuring a smooth transition while maintaining existing search rankings was critical.

Our Solution

We updated the website structure to improve user-friendliness and navigation, identifying key areas for improvement. To manage the large number of pages, we implemented consolidation, removing redundant pages to ensure only the most useful pages without duplicates remained. Underperforming pages were merged while retaining those important for SEO, enhancing both usability and search engine performance. The transition to Shopify was carefully planned and executed, ensuring that all product information, customer data, and past transactions were accurately migrated to the new platform.

Post-Migration Performance

Traffic Growth: Following the Shopify migration, the site saw a 10% increase in clicks and 15% in impressions, demonstrating a successful transition with improved visibility.
Stable Performance: Despite initial expectations of performance drops, the site’s CTR and rankings remained unchanged, highlighting the effectiveness of our SEO-focused migration strategy.

Enhanced Management

Optimized Growth: Shopify’s advanced tools facilitated seamless website management, aligning perfectly with the client’s growth, scalability, and overall operational efficiency goals.
SEO Resilience: Consistent post-launch efforts ensured the site maintained its SEO strength, regained previous performance levels, and exceeded expectations.

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