Mitigating Risk With A Careful SEO Migration
London-based contemporary jewelry brand Astrid & Miyu has rapidly gained a devoted following among fashion editors, celebrities, and influencers since its inception in 2012. As the brand expanded quickly, they recognized the necessity to replatform and redesign their existing website. Maintaining their organic presence during the transition was crucial for the success of the new site launch, and we successfully achieved that. After the migration, the next significant goal was to enhance visibility in the US market. Establishing a new US store and domain required a thoughtful strategy to generate momentum, leading Astrid & Miyu to seek our assistance once more to enhance their US store's organic visibility. Migrations can be risky, especially when organic traffic and revenue are on the line, particularly for brands like Astrid & Miyu that sought to preserve the strong engagement rates of their previous site. Our SEO migration specialists implemented a customized and thorough plan that included risk assessments, pre-launch checks, redirects, post-launch evaluations, and ongoing consultancy on design, navigation, and content during the development of the new site. Based on our expertise in International SEO and best practices, we recommended that Astrid & Miyu establish a completely separate store to enter the US market. We conducted localized keyword research and made on-page content optimizations to better compete in the US landscape. The outcomes included improved rankings for major keywords, a 112.1% increase in users compared to before migration, and a 159% rise in organic revenue following the migration and the launch of the US store.