Shopify ecommerce fashion brand (international)
We partnered with Oliver Brown to optimise their website content and site structure. Our focus was on protecting traffic during a Shopify redesign and driving post-launch growth in organic search traffic in UK & US.
oliverbrownlondon.com
01 - The challenge
Oliver Brown were redesigning their Shopify ecommerce site for men’s formal fashion. We needed to plan a new category structure while ensuring a smooth migration on Shopify. Another consideration was the semantic difference between the 2 countries we were optimising for, for example 'pants' in the US vs 'trousers' in the UK.
02 - What we did
We mapped out new Collection PLP pages, optimising the structure for user experience and search engine crawling. We created a structure which was optimal for both US and UK to enable the site to be more easily managed. We conducted keyword research and mapping at the country level to allow us to target unique keywords at each market and maximise search traffic. We then worked with their team to implement the new Shopify site architecture.
03 - The results
Total organic traffic grew 3x in the period following the migration. We saw substantial traffic increase in both UK and US markets with key pages improving visibility and engagement across the site.
3x increase in international organic traffic 18 months after the migration date (blue dot)