16th November, 2023
Written by: Jonny Taylor
Strategy & Insight
LocalisationOrganic Traffic
Paid Media
Affiliates & Partners
Learn how Bring Digital delivered an SEO-led web migration for cookware retailer CookServeEnjoy and secured multiple nominations for “Best SEO Campaign 2023”.
In early 2022, our client CookServeEnjoy came to us with a unique challenge related to their sister brand, Kitchen Craft.
Kitchen Craft, a brochure site, needed to rank for crucial commercial terms. While it ranked for plenty of informational terms, they weren’t driving the desired transactional outcomes.
The objective was clear: Shift the rankings from non-commercial to key commercial terms within a more transactional framework.
Our SEO team decided to migrate and redirect relevant content from the passive Kitchen Craft site to the active Cook Serve Enjoy website. Doing so preserved the domain’s equity, turning those previous informational rankings into transactional ones for CookServeEnjoy.com.
When planning the migration, we considered the different needs of each site’s audience. CookServeEnjoy had a small following of home cooks interested in new recipes. At the same time, KitchenCraft was an established brand with a loyal following among serious cooks.
To meet the needs of KitchenCraft’s customers, we preserved the high-quality brand assets from the brochure site while integrating CookServeEnjoy’s modern checkout process and user-friendly layout.
“Incorporating those scattered microsites under the Shopify umbrella was a complex puzzle, merging different brand elements that led to handling hundreds of redirects. But we thrive on challenges. We dove right in, conducted a comprehensive redirect audit, and managed to untangle the web of issues within just 24 hours. It’s all about finding solutions and making things work.”
Ryan White, Head of SEO
+591%
Monthly traffic increase vs previous year
+142%
Rise in monthly revenue vs previous year
+1,305%
Increase in non-brand organic clicks
This migration optimised the website for better search visibility and significantly boosted traffic and revenue.
And it wasn’t an isolated event. We also exceeded link-building targets by 145% and generated a 67% increase in sales and an 18% increase in ROAS with our Paid Social campaign.
“Our tech team have collectively worked on hundreds of different web migration projects. The SEO foundations can so easily be neglected, with serious consequences. That’s why successful migrations like the one we executed for CookServeEnjoy — built on core SEO principles — always feel like a major win for us. It sets up our clients for success and keeps them ahead of the competition.”
Michael Scowcroft, SEO Director
Nominated for “Best SEO Campaign”
CookServeEnjoy selected Bring Digital for the migration due to our extensive experience with eCommerce migrations. We applied our learnings from previous projects to anticipate and mitigate any issues that could impact search performance, resulting in a successful migration.
Can we do the same for you? Let’s discuss your project today.
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