SurfStitch wanted an SEO partner to help move from their current CMS to the cloud hosted Demandware.
SurfStitch needed an agency to own the Demandware SEO transition so there was no decrease in organic traffic. Having existed on the same platform for 10 years, they had thousands or URLs and had changed structure many times. This meant transitioning 100s of thousands of old pages across to the new Demandware structure
Dynamic mappings, custom scripts and onsite optimisation
The strategy involved scraping the website for all URLs, downloading Google Analytics landing page data and an analysis of keyword rankings. This allowed us to formalise a list of all URLs that should be redirected onto the new platform – allowing us to prioritise where the most effort was to be spent.
Moving platforms gave us an opportunity to provide a best practice technical and onsite optimisation to Google. We created best practice title tag and meta description formats across all page types, products and categories to include keywords and pull in dynamic elements from around the website.
We conducted technical audits to brief developers on SEO changes and we built custom scripts to implement SEO changes that fell outside of the Demandware platform.
Organic traffic and rankings increased
After launch we saw an uplift in organic traffic. Rankings for focus brands increased significantly as we gave the user a greater experience than was previously obtained through the old website.
All onsite metrics improved.
…for SEO we engaged Sparro who delivered exactly what we needed
A platform migration was a huge under taking for SurfStitch and to deliver on budget and time we needed great partners and for SEO we engaged Sparro who delivered exactly what we needed.