UStery pmi multi brand.
Challenge
Increase position search
Solution
A large focus of the migration was on limiting any negative impact to the organic channel: reductions in organic traffic, organic revenue, total keyword presence in the Search Engine Results Pages, or total pages indexed by the Search Engines. There was an understanding that removing a product category from the site would most likely lead to a decrease in all categories, but that through careful planning this decrease could be minimized.
Results
Multiple data points were used to track the progression of the Ustery site over time to ensure goals and expectations were met. All of this was achieved through the detailed process of mapping, planning, auditing, and information sharing at regular intervals over the months prior to launch, and now exists as an outline for how a typical migration and redesign can benefit from a focus on the organic channel during such a time. In September, roughly 50% of all keywords for the ShopUstery commerce site were crossovers from the Ustery Merchandising site. Out of all of the keywords unique to Ustery, less than 25 ranked on the first page. This meant that the additional keywords the new Ustery store ranked for on the first page of Google were new terms and not just previously ranking terms from the ShopStanley site. Those first-page term increases totaled a 58% lift in just the 1st month, and by the end of November, a 128% total keyword increase was achieved versus September..
