E-commerce Site Traffic Recovery
Challenge: Organic traffic fell sharply after a platform migration, taking rankings and revenue with it.
The challenge
A mid-sized e-commerce brand had migrated to a new platform. Within weeks, organic traffic had dropped sharply. Rankings for core category and product terms disappeared. The client needed a fast diagnosis and clear action plan.
Approach
A technical audit revealed:
- Large chunks of product URLs were not indexed after migration
- Redirect chains from legacy URLs were broken or inefficient
- Core Web Vitals had regressed, particularly LCP
- Several key category pages had been consolidated without proper redirects
We prioritised fixes using a RICE-style framework: indexing first, then redirects, then performance. A content gap analysis identified where competitors had gained ground during the disruption.
Key learnings
Migration audits need to run in parallel with the build, not after. Indexing monitoring from day one would have caught the gap earlier.
The client isn't named, and I've left the results off because I can't show you the working behind them.