IndustryLifestyle
Partnering with Toteme
Toteme partnered with us seeking an experienced agency to support their international SEO strategy and site migration. This was the first time the brand had prioritised search in any project, so they were keen to learn about what was involved and how they could integrate further SEO possibilities post-migration.
The Challenge
As part of the migration process, we carried out an SEO training session for Toteme’s 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
We identified a range of topics the Toteme team were lacking knowledge of, to ensure they were able to successfully SEO the site for both brand and non-branded key terms that would ultimately enhance their online presence and enable them to effectively compete against leading brands in the industry.
The full scope of the workshop included:
- eCommerce search real estate
- How Google works
- Historical Google Updates and what they mean going forward
- SEO strategy overview
- Crawling and indexing, with migration specifics
- Key SEO page elements and how they impact migration
- Adding SERP features such as featured snippets, map listings and people also ask
- Digital PR and link building
Results
Everyone on the team worked towards the same goal and understood any tickets flagged to be pre-migration essentials. This meant that the majority of tickets were escalated without much pushback, and ensured that everyone had their eyes on any accidental URL structure changes, title tag changes and hreflang issues.
As a result, SEO traffic has increased across the .com and international subdomains since the migration took place, with no major keyword or traffic declines. The site is continuing to perform well and we now have our sight set on future digital growth projects.
"NOVOS helped us get a better understanding of the importance of SEO and how to become more SEO savvy, as a company."
Diego Fria, eCommerce Director at Totême
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