Website migration doesn’t have to mean a downturn!

It’s an ideal opportunity for scaling your business, eliminating errors, improving website usability, and re-evaluating long-implemented solutions. A well-conducted migration can lead to increased visibility, traffic, and, most importantly, conversions. Discover our recipe for a successful migration, which played a significant role in the development of the paryskie.pl site!

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Scaling the business

Paryskie Perfumy is an online perfumery specializing in a wide range of fragrances. Their primary strength lies in producing high-quality alternatives to well-known perfume brands, ensuring durability and standards comparable to the original products. At the turn of 2022 and 2023, the client made two crucial decisions: first, to migrate from paryskie-perfumy.pl to paryskie.pl, and second, to collaborate with our company. Both proved to be successful.

After numerous discussions and understanding mutual needs, we prepared a strategy for the site’s migration. During this process, we set two key goals: short-term – restoring visibility pre-migration, and long-term – scaling the business in the area of organic traffic acquisition. Identifying these was possible thanks to recognizing three main challenges faced during the migration process.

Eliminating Technical Errors

An extensive, multi-stage technical analysis of the paryskie-perfumy.pl site revealed that its primary issue was an overly complex website structure. It included URLs of low user value with duplicated content. The errors affected the most critical areas of the store – categories and product pages. It was also user-unfriendly, resulting in an unsatisfactory conversion rate.

Increasing Efficiency

Migration isn’t always about revolution! At every stage, we review previously done work. This was no different for the paryskie-perfumy.pl site, which had well-written, substantive content. Unfortunately, it wasn’t optimized effectively, rendering its effectiveness minimal. This applied to category content, product pages, and blog articles.

Development

At every stage of the migration process, it’s essential to consider the client’s business plans and specifics. For Paryskie Perfumy, this certainly means systematically increasing the store’s assortment and covering as many key phrases from the lower sales funnel stages as possible. Thus, we needed to prepare the site technically to enable website growth at relatively low costs.

Implementation

The most critical point of the migration process is the task implementation phase. Good project management on both sides allowed for timely strategy adjustments, and active involvement in the process yielded tangible benefits. Ultimately, our actions included:

The content with carefully selected keywords

01. Conducted a comprehensive keyword analysis, which helped us organize the site structure, improving navigation for both users and search engine bots.

02. Recommended a list of URL redirects, considering the intent of each page and effective transfer of the power of previously acquired external links.

03. Verified server logs to identify irregularities, particularly important in the context of HTTP 500 errors. This allowed us to locate and eliminate the sources of such errors.

04. Configured canonical tags to avoid content duplication issues and improved the indexing process for pages based on query parameters.

05. Implemented internal linking based on thematic clusters.

We established the actions and their sequence based on both our schedule and the implementation schedule of the corrections. Close collaboration with the client translated into the visible effects mentioned above.

The content with carefully selected keywords

01. Optimized previously prepared blog articles and implemented a thematic silo concept for the blog.

02. Created unique and substantive category descriptions that matched the site’s expanded structure.

03. Ensured engaging meta-data preparation, improving phrase positions and increasing the Click-Through Rate (CTR).

04. Implemented navigation-friendly solutions within the blog, supporting positioning, including a table of contents, related article module, cross-selling module, and tags.

Effects of Insightland Team’s Actions

Nothing is more satisfying than achieving set goals! Within 11 months of starting our collaboration, we managed to:

Long-tail phrase (pl. frazy długiego ogona) refers to keyword phrases, or even entire sentences, consisting of several words that are usually less popular than generic (shorter, broader) phrases.

Site map (pl. mapa strony) is a file that provides search engines with information about the structure of a website. It helps them understand how the website is organized and allows for faster and more effective indexing of its content.

Indexing is the process by which search engines analyze the content of websites and create a table of contents, or an index. The index contains information about individual pages, such as keywords, links, headers, or content.

SEO silos refer to the concept of thematically grouping content on a website. A silo can be, for example, a category in an online store that contains a specific group of products along with one or several levels of subcategories that group them in more detail.