Book a growth call

Urban Road jumps 36% in top-10 keywords within 2 months of launch

176% increase in Organic Search/Shopping revenue year-on-year.

OUTCOME

  • SEO

PLATFORM

  • Shopify Plus

The results

YOY

  • 74% increase in total user ‘Add To Carts’ and a 49.4% increase in the ‘Add To Cart’ ratio.
  • Average keyword position improved by 6 places within 2 months of launch.
  • 36% increase in top-10 keywords within 2 months of launch.
  • 107% increase in revenue year-on-year. 176% increase in Organic Search/Shopping revenue year-on-year.

Background

Urban Road is a popular online retailer supplying high-quality wall art, wallpaper, and homewares, from renowned local and international artists and interior designers. Through their affiliations with popular TV shows and a strong social media presence, Urban Road built an impressive online customer base. 

However, their long-term objective to build a global eCommerce empire was a little far-fetched on their current website platform. For that reason, they recruited Perceptiv Digital to build a specialised eComm website using Shopify+, which included a full SEO migration.

Despite the exceptionally complex site requirements, including migrating platforms while simultaneously changing domain names, the project was a success. Now Urban Road is well poised to expand beyond Australia and begin shipping stunning art around the world. 

Challenges

  • Undoubtedly the biggest challenge was finding a way to migrate the website platform while also changing the website domain at the same time.

Our Goals

  1. Retain/recover organic search keyword ranking and Australian traffic within the first 4 weeks post launch. 
  2. Facilitate steady traffic growth over the following months – surpass pre-launch performance within a month or so. 
  3. Increase Organic Search revenue and contribution to total revenue (%).

How We Did It

Pre-Migration

  1. Refined product category structure. 
  2. Optimised metadata and category content for target keywords.
  3. Reviewed old content and devised an optimised content plan.
  4. Setup website redirect package (in an interesting way given this was a domain change too)
  5. Reviewed and applied Schema markup for all page types.
  6. Benchmarking and minor SEO audit.

Post-Migration

  1. Comprehensive SEO audit and addressed any issues.
  2. Worked on improving site geography indicators.
  3. Created new informational pages to support categories.
  4. Backlink acquisition.