L’Occitane en Provence, a French beauty company, entrusted Threepipe Reply to manage their site migration project with a focus on SEO. The objective was to transition the UK and Irish subdomains of the L’Occitane site from a custom CMS to an industry-standard platform, providing enhanced technical SEO capabilities and improved user experience
The Challenges
The main challenges we faced during the project were:
- Risk of organic search traffic loss: The transition from the old CMS to the new system posed a substantial risk of losing organic search traffic, which could negatively impact online presence and visibility.
- Transferring and enhancing SEO value: It was crucial to transfer and enhance the SEO value from the old site to the new one. Failing to do so could result in a loss of search engine rankings and brand visibility.
The Solution
Our SEO team worked closely with the UK & IE brand team and the international technical team to ensure alignment among all stakeholders. We began with a content review to identify essential pages for migration, consolidating content for new relevant pages, and preventing duplication. Crucially, we also guided the optimal site structure and categorisation, aligned with user search demands and product offerings; this structure improved the URL format, following Google’s guidelines for a hierarchical site structure. Furthermore, our SEO team implemented technical SEO best practices, ensuring their functionality before the site’s launch.
Results
