Totême

The Challenge

We understood that this was the first time that Totême has put SEO as a priority in any project and that they were keen to learn more about what was involved, and how they can explore SEO possibilities post migration – in particular strategy, international SEO and tech SEO.

So, as part of the migration process, we ran an SEO training session for their wider marketing team covering the basics of tech, content and digital PR and how each factor comes into play pre and post migration.

Our Strategy

What we covered

1. E-Commerce search real estate
2. How does Google work?
3. Historical Google updates, and what they mean now for SEO in 2021
4. SEO strategy overview
5. Crawling & indexing – with migration specifics
6. Key SEO page elements and how they can impact a migration
7. How to write for Google
8. Additional SERP features (featured snippets, map listings, people also asked)
9. Digital PR and link building

The Results

• Everyone on the team was working towards the same goal and understood any tickets that we flagged to be pre-migration essentials.
• This meant that the majority of tickets were escalated without much pushback from any team, and everyone had their eyes on any accidental URL structure changes, title tag changes and hreflang issues and were able to flag immediately.
• SEO traffic has grown on both the .com and international subdomains since the migration with no major keyword or traffic drops. 
• The site is performing well, and we all have our sights set on future digital growth projects.