Recovering organic search ground after Adairs' website migration, with limited delivery resources focused on the issues most likely to matter.
SEOCompetitor Landscape AnalysisContent StrategyKeyword & Audience Research
Adairs
The move to a new website left technical problems and search losses to resolve. With constrained resources and tight deadlines, Adairs needed an achievable sequence of fixes rather than an expansive programme of new pages.
The project
Adairs is an Australian homewares retailer. Following difficulties during its 2022 website transition, the business engaged Overdose's SEO team to help recover organic performance.
The team worked with project managers and developers on missing product schema, pagination and cross-canonicalisation between Australian and New Zealand sites. Content work concentrated on existing collection pages, improving keyword targeting, metadata, headings, schema and internal linking within the available delivery capacity.
Scope
- SEO
- Competitor Landscape Analysis
- Content Strategy
- Keyword & Audience Research
- SEO Migration
- Technical Audits
- Technical Optimisation
Swipe to explore all two
Results
- Increased Unbranded Clicks YOY*
- +31%
- Increased Organic sessions YOY**
- +41%
Unbranded clicks compare November 2023 with November 2022. Organic sessions compare January 2024 with January 2023. These are reported search results after the migration, not measures of any single technical fix.
Client love.
“Navigating SEO migrations can be a daunting task and Overdose. played a crucial role in directing us towards our goals through strategic adaptations.”
Vandana Prabhu,
Omnichannel Performance Manager
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