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eCommerce SEO for the Swedish Luxury Brand Totême







International SEO


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Totême is a high-end luxury clothing brand located in Stockholm, Sweden. They are well known for their signature silhouettes and ready to wear uniforms.

Totême took us on to oversee their migration from WooCommerce to Shopify Plus. Alongside their migration, Totême were also in the process of building two new international sites, that they planned to also launch on the migration day []( and [](


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
"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

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.

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