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SITUATION

In 2019, The Company Store was migrating to SFCC representing a meaningful UX change and risk to SEO.

THE CHALLENGE

Help to navigate a website migration that could negatively impact SEO and then work to grow the channel post launch.

STRATEGY

While The Company Store enjoyed a strong domain authority going into 2019, there was a lot of opportunity in on-site SEO. After moving seamlessly through the technical and UX hurdles of the site migration, we looked to get the house in order to tell Google what we wanted to rank for. In this phase, careful consideration was given to faceted navigation to optimize for untapped subcategories like Blue Comforters or Pattern Coverlets and the like.

Next, we implemented new SEO-centric content generation in its resource center to further support target head terms and newer torso terms stemming from the facets project. The rapid and successful expansion of its keyword profile yielded strong growth in SEO revenue as well as informational sessions to our new SEO-centric articles.

RESULTS

84%

Increase in SEO Revenue, Year 1

72%

Increase in SEO Revenue, Year 2

128,000

New SEO sessions to informational content. Aggregate rankings boost of 28 positions.

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