Limelight Publicity, a leading supplier of promotional merchandise and branded products, lost 48% of their organic performance when launching a new site after going through a brand refresh.
POLARIS was recommended to the promotional merchandise business to support the recovery of lost performance and also implement a strategy to drive year on year growth through digital.
POLARIS advised the client that the sooner the recovery process is started the faster performance can be recovered. POLARIS were therefore instructed within the first 4 weeks of launch as it was critical to the business to receive new leads for continuity.
Using our 5 stage migration recovery process, we conducted an analysis into the migration that occurred, analysing pre and post migration change, specifically:
During the launch of the new website, the management team instructed the culling of many product lines that were deemed irrelevant to the business strategy going forward. In addition, the new site launched with a stripped-back navigation structure that limited crawl access to key product categories, preventing search engines from discovering and indexing important sections of the site.
The site migration agency team put together a recovery roadmap which contained prioritised actions based on impact that would result in a reversal of the 48% decline and give this ecommerce business the opportunity to start increasing traffic once again.
POLARIS worked closely with the marketing manager to rebuild the product catalogue, led by demand and search intent data.
Whilst rebuilding the catalogue to compete more effectively against competitors and provide a better user experience, POLARIS also consulted with the business and development partner to rebuild their navigation so that indexation could be improved for key product categories that were driving significant traffic prior to launch.
/ Conducted full migration diagnostic across 1,000+ internal pages
/ Re-engineered navigation to ensure crawlable category pathways
/ Increased product catalogue to compete more effectively in the SERP
/ Targeted high value generic queries through onsite SEO to build deficit
“When our new website launched we experienced a significant drop in organic traffic. POLARIS quickly identified the technical and structural issues affecting the site and implemented a clear recovery plan. Their expertise helped stabilise performance and put the new website on a much stronger footing for organic growth.” - Mira Chomakova, Marketing Manager
“A migration recovery always has the exact same initial objective; reverse the performance decline experienced. When you've experienced a loss of more than 40%, you need an expert partner to diagnose and implement a recovery process.”James FooteSEO Director