L’Occitane en Provence tasked us with managing the migration of its UK and Ireland websites from a custom CMS to a new industry-standard platform. The key challenge was to ensure the transition did not negatively impact organic search performance, while also improving the site’s technical SEO capabilities and overall user experience.
Our SEO team worked closely with both the UK & Ireland brand teams and the international technical team to ensure alignment throughout the migration process. We began with a comprehensive content audit to identify priority pages for migration, consolidating content where necessary to avoid duplication and strengthen key landing pages.
We also advised on an optimised site structure and product categorisation aligned with user search demand. This resulted in clearer URL hierarchies that followed Google best practices and improved overall crawlability.
Alongside structural improvements, we implemented a range of technical SEO best practices and validated functionality ahead of launch to ensure a smooth transition with minimal disruption to organic performance.
Increase in the number of non-branded keywords ranking on page 1 of organic search results
Increase in number of non-branded searches for which the site appears on page 1 of organic search results
Additional non-branded keywords ranking on page 1 of organic search results
The project ensured L’Occitane maintained its search presence while establishing a stronger technical and structural SEO framework for long-term performance.
