Osprey

The Challenge

• Osprey had 20+ sites that needed migration or consolidation into fewer markets e.g. Luxembourg French into a generic French site.  
• All of Osprey’s sites were in English. We supported, consulted and executed a translation project alongside the migration to ensure that all URLs and metadata were in the local language for core markets (DE, FR, IT, ES, SV, FI). 
• Alongside the migration, Osprey was doing a site redesign, prioritising SEO within the re-design development list. 

Our Strategy

What did we do, and what was our solution? 

• We consolidated the EU site into the .com and 19 markets that sit in the .com root domain into seven markets. To do this, we did comprehensive redirect mapping of all 20+ markets. This includes historical URLs to pass all existing authority to the new site. 
• Translate URL and metadata into the local language to target more keywords. 
• Improved SEO elements with the redesign, such as page speeds and on-page factors. 
• When we consolidated the site, we combined the backlink profiles of ospreyeurope.com with the osprey.com domain via 301 redirects – so all markets now sit on a primary domain. 
• Redirect testing in staging and again post-launch & identification of errors and 404s.
• Remove products, categories, and content that were of low value.
• Implemented hreflang to improve with targeting and to help the correct pages rank in relevant markets.

The Results

We saw keyword growth across all markets, with a particular focus on the priority markets found below;