The Brief

Posh Totty Designs, a leading personalised jewellery brand, was undergoing a website migration from its old platform to a new site The client needed a seamless transition without losing organic visibility, traffic, or rankings. Given the complexity of the migration, they required a robust SEO strategy to ensure all technical and on-page elements were properly managed.

B2 Agency oversaw the entire SEO migration process, ensuring minimal disruption and maximum performance post-launch. We aimed to safeguard organic search performance whilst enhancing the site’s SEO foundations.

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The Solution

To execute a smooth migration and maintain search engine rankings, B2 Agency implemented a comprehensive SEO migration strategy, including:

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1. Redirect Mapping:

Conducted a full audit of existing URLs to ensure all valuable pages were redirected correctly.
Created and implemented 301 redirect mapping to maintain link equity and avoid 404 errors.

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2. Canonical Tag Implementation:

Ensured proper canonicalisation to prevent duplicate content issues and consolidate ranking signals.

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3. Meta Data:

Audited and migrated meta titles, descriptions, and header tags to maintain on-page relevance.

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4. Internal Linking Review:

Conducted an internal linking audit to ensure link equity was preserved and navigation remained intuitive.

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5. XML Sitemap Configuration:

Created and submitted a new XML sitemap to ensure proper indexing by search engines.

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6. Robots.txt Optimisation:

Developed a well-structured robots.txt file to guide search engine crawlers and prevent indexing of unnecessary pages.

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7. Analytics & Tracking Implementation:

Set up Google Analytics (via Google Tag Manager and custom pixels) and Google Search Console to monitor site performance post-migration.

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The Results

The detailed SEO approach resulted in a successful SEO migration with minimal disruption to organic performance.

Key outcomes included:

The average ranking position increased by 1% YoY post-live
Increase of 45% in organic revenue YoY

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Migrating to a website can be daunting, particularly given SEO concerns. However, with careful planning and execution, you can maintain and enhance your site’s SEO performance. This case study demonstrates how a structured approach can yield positive outcomes and drive tangible business results.

If you need help with your SEO Migration or have questions about migrating to Shopify, contact us today.

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