Dunnes Stores · SEO & GEO case study
35% more non-brand traffic for Dunnes Stores
Enterprise ecommerce fashion brand.
Dunnes Stores were migrating to a new ecommerce platform. We used the changeover to rebuild the site structure, finding the content and technical opportunities to grow non-brand traffic after launch.
dunnesstores.com
From migration risk to growth
Move platforms without losing search traffic
A replatform puts every ranking URL at risk. Dunnes needed the migration to hold their existing traffic while opening room to grow, and to do it within the technical constraints of the new platform. That meant restructuring the site so non-brand queries, in Google and in AI search, had somewhere to land.
Rebuild the structure around demand
We worked with the trading teams to map the category hierarchy to real search demand, then expanded and optimised the product listing pages and internal linking so authority reached the pages that needed it. Alongside that, we deployed SEO-led content across the key commercial hubs, written to surface in both traditional search and AI answers.
Non-brand growth, through the migration
Traffic dipped briefly at launch, then climbed past where it started. A year on, non-brand organic was up 35%, and AI-powered search had become a channel in its own right.
Organic non-brand traffic continues to rise post-migration. The post-launch YoY increase was 35%, factoring in a small dip immediately after the migration date.
YoY increase in organic non-brand Google traffic
YoY growth in visibility & traffic from AI-powered search (SGE)
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