Enterprise ecommerce fashion brand
Dunnes Stores were migrating to a new ecommerce platform, presenting an opportunity to optimise the site structure during changeover. We identified content and technical opportunities to unlock non-brand traffic growth post-launch.
dunnesstores.com
01 - The challenge
Dunnes Stores required a seamless transition to a new ecommerce platform without compromising their significant existing search traffic. The primary challenge was navigating the technical constraints of the new platform while restructuring the site to better capture non-brand google traffic and AI search visibility.
02 - What we did
Working in close collaboration with the internal trading teams, we architected a sophisticated site hierarchy that significantly expanded and optimised the Product Listing Pages (PLP). We implemented a robust internal linking strategy to enhance crawl efficiency and authority distribution. To complement the structural changes, we deployed high-intent, SEO-led content across key commercial hubs, ensuring the site was optimised for both traditional search and emerging AI-driven discovery.
03 - The results
The strategic migration resulted in a 35% YoY increase in organic non-brand Google traffic and a 10x YoY growth in visibility and traffic from AI-powered search (SGE), cementing Dunnes Stores’ position as a digital leader in the enterprise retail space.
Organic non-brand traffic continues to rise post-migration (blue dot). The post-live YoY increase in non-brand traffic was 35% factoring in a small dip directly after the migration date.