Case Study
MyHouse Migration: A Case Study in Achieving Growth through SEO Strategies
LOCATION
Australia
WHEN
2022-2023
THE BRAND
MyHouse is a leading provider of bedding and homewares in Australia. With over 60 years of experience in the industry, they have become a trusted name among consumers for their commitment to quality and style.
COUNTRIES
1
Key Objectives
ENHANCE ONLINE PRESENCE
Pattern worked on creating a modern and visually attractive website layout that conveyed the brand’s values and aesthetics. The website’s user experience was optimised by improving navigation, simplifying the purchase process, and providing relevant product information and recommendations.
ACCELERATING ORGANIC GROWTH
Before the site migration, MyHouse had limited organic traffic and struggled to rank on search engine results pages (SERP). Pattern’s goal was to improve its ranking and visibility on SERP, which would increase traffic and drive sales.
PATTERN
Our Approach
The Pattern team initiated the migration of links, meticulously working towards achieving the objectives set by the client, MyHouse. The migration process involved analysing the patterns and behaviour of the target audience and optimising the website accordingly. The team initiated a comprehensive SEO strategy, including keyword research, website structure, & usability, and content optimisation, ensuring effective use of meta tags and descriptions.
The process of developing the MyHouse site migration strategy involved the following components.
PLAN THE MOVE AND BENCHMARK YOUR CURRENT SITE
The process of developing the MyHouse site migration strategy involved meticulous planning. The first step was to benchmark the current site performance by collecting data for reference and analysis using Google tools and the Semrush suite. This data was used to determine the areas that needed improvement.
MAKE A COPY OF YOUR SITE
The next step was to make a copy of the current site, which would be used as a reference point during the migration process. This step was necessary to ensure that nothing was lost during the migration process and that all data was preserved.
BLOCK ACCESS TO YOUR NEW SITE
Pattern knew that during the migration process, access to the new site needed to be restricted to ensure that all data was accurately transferred. This step was taken to avoid conflicts between the new and old servers.
CHECK YOUR NEW SITE FOR ERRORS
After the site was copied, and access was blocked to the new site, the next step was to check the new site for errors. This included verifying that the new server could handle the influx of traffic, as well as testing all site functions.
CHECK SERVER PERFORMANCE
Finally, Pattern tested the server performance to ensure the site could handle a high volume of traffic. They monitored the server response time to ensure that it was within the acceptable range and identified any potential bottlenecks.
URL MAPPING
Once the initial preparation stages were completed, Pattern moved on to mapping URLs and redirecting URLs to ensure that all existing links would still work as expected.
CREATE A LIST OF YOUR CURRENT URLS
The first step was to create a list of all the current URLs on the existing MyHouse website. This list was used to compare the current website with the new site after migration.
FIND URLS THAT REQUIRE REDIRECTS
Pattern identified any URLs on the current website that required redirection to ensure that users could still access the correct information on the new server. This was accomplished by using SEMrush and Google tools to identify all URLs that required redirection.
Results
The migration process was successfully executed, with the new platform delivering desired outcomes, including:
– Enhanced security: HTTPS ensures secure communication between the site and users by encrypting data transfer, safeguarding visitors’ information from potential cyber-attacks.
– Increased website visibility: The migration improved SEO visibility, resulting in a higher website ranking on search results pages, thus attracting more visitors and potential clients.
– A better user experience: MyHouse site’s efficiency improved by reducing the loading time, leading to an overall better user experience.
– Improved credibility: With MyHouse’s site being HTTPS secured, visitor trust and credibility increased, leading to customer retention and attracting new clients.
TOTAL ORGANIC RANKINGS INCREASE
MyHouse Total Organic Rankings Overview
After the launch of the Pattern site migration, MyHouse was able to significantly increase the site’s organic rankings.
The results of the site migration were evident in the YoY growth of MyHouse. The brand witnessed a notable increase in page one rankings by +28%, translating to them ranking for 2,316 Page 1 terms by December 2023. Moreover, there was an uplift of 26% in total organic keywords, further establishing their online presence and reaching a broader audience.
Organic Keywords Rankings January – December 2023
The true impact of the site migration was seen during the Black Friday sales period, where MyHouse experienced a 67% increase in revenue YoY. The number of sessions increased by 39%, while the transactions increased by 30%. These remarkable results are clear indicators of a successful site migration that had a direct impact on the company’s online revenue generation capabilities.
INCREASE IN PAGE 1 RANKING KEYWORDS
(JAN – DEC 2023)
+28%
26%
Total Organic keyword rankings (Jan – Dec 2023)
+67%
Revenue, +39% Sessions, +30 Transactions during 2023 Black Friday promotion period
Key Projects
Site Migration and URL Mapping
+28%
INCREASEINCREASE IN PAGE 1 RANKING KEYWORDS
(JAN – DEC 2023)
26%
Total Organic keyword rankings (Jan – Dec 2023)
+67%
Revenue, +39% Sessions, +30 Transactions during 2023 Black Friday promotion period
Key Projects
Site Migration and URL Mapping
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