IndustryLifestyle
40% increase in visibility across 4 core markets in year 1
63% rise in global traffic
18% increase in page 1 keyword rankings
The Client
Osprey is a leading, affordable luxury brand that specialises in outerwear including backpacks and bags.
The Challenge
They approached us seeking a complex site migration which included over 20 websites that needed to be migrated or consolidated into fewer markets. They also wanted us to execute a major translation project to ensure all the URLs and Metadata were available in the local languages for core markets.
The Objectives
We focused on consolidating the EU site into the .com and 14 markets that sit in the .com root domain into 6 markets and translated URLs and Metadata into the local language to target a higher volume of keywords. We also improved SEO elements such as page speed and key on-page ranking factors.
Strategy Highlights
- A comprehensive redirect map of all 20+ markets, including historical URLs to pass existing authority to the new site
- Combined the backlink profile of ospreyeurope.com with the osprey.com domain via 301 redirects to enable all markets to sit on a primary domain
- Granular page-by-page optimisation to focus towards Ospreys target audience needs
- Working closely with developers to identify issues and fix key JavaScript issues that were consistently prevalent on the new platform
The Results
40% increase in visibility across 4 core markets in year 1
63% rise in global traffic
18% increase in page 1 keyword rankings
"NOVOS supported us on a complex migration across multiple markets and a domain change. Their planning, approach & communication with us was crucial given how many teams were involved and they did an excellent job. We really enjoyed working with NOVOS on the migrations, and we've since signed up to work with NOVOS on a long-term retainer."
Matt McGovern, Associate Director eCommerce EMEA at Helen of Troy Ltd (Osprey)
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