Migration Mastery - Consultancy and support for their SEO migration to the new platform.
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When Blueclaw first began work for Mobile Phones Direct, the main deliverable was to ensure a successful SEO migration from an existing, ageing web platform to a new ecommerce system that had been carefully constructed by their team in-house. Their target audience is the mobile phone consumer market. After successfully handling the migration of the site, Blueclaw continued SEO work for Mobile Phones Direct, commenced a PPC campaign and have continued to see drastic improvements in traffic and transactions.
Blueclaw was tasked with providing consultancy and support for Mobilephonesdirect.co.uk's migration to a new platform. As we were involved from an early stage, we were able to provide best practice advice on URL structures and site hierarchy as well as proper implementation of canonical tags and meta robots instructions. This stage of the process involved a full site audit and the creation of a list of prioritised optimisations that were implemented until we were convinced that the new platform was a considerable step up in terms of architecture.
To prepare for the migration we conducted a detailed analysis of current site performance (organic search traffic, search engine rankings and incoming links around key sections of the site and landing pages) and configuration. This allowed us to prioritise the best performing pages and build our list of 301 redirect rules around these key URLs.
We put considerable effort into ensuring that the development server remained fully locked down throughout the process of building the new site, and this same development server was used to check and recheck the list of redirects. Once satisfied that the redirects were functioning and optimised the new site was launched with the full list of redirects in place.
Following the site migration, we optimised the SEO campaign to achieve ongoing improvement in results up to the present figures of a 126% increase in transactions, a 114% increase in sessions and a 95% increase in new users. We achieved this by balancing user intent/functionality with SEO
performance by identifying a 'cornerstone' page for each product, from which link equity would be consolidated from a number of similar 'satellite' pages by use of the rel="canonical" tag. While cornerstone pages were intended to rank highly and drive organic traffic from search engines to the
landing page, satellite pages were built to attract customers into specific purchasing funnels once on the site.
Four months later, we commenced a PPC campaign and again achieved excellent results. We identified weaknesses in the account, such as low click through rates, the need for better localisation and daily/hourly timing of impressions as well as overbidding on brand keywords. We succeeded in
improving the click through rate by 42%, transaction volume increased by 20% and we decreased the cost per acquisition by more than 20%.
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