Migration strategy
Planned the migration six months in advance, mapping URLs and preparing redirects to protect the substantial organic visibility Hackett had already built.
Hackett London
60% growth in organic revenue for one of the world’s best-known British menswear brands
The brief
Restore Hackett’s search momentum
Hackett London is a world-famous British menswear brand with a major international ecommerce presence and already substantial organic traffic.
They came to Go Up ahead of a major ecommerce platform migration. More than one million URLs across five international locales needed to move without damaging the visibility Hackett had already built.
The site also carried significant technical debt. We planned the migration and improved the pages that could bring in more organic customers afterwards.
60%increase in organic revenue
88%increase in ranking keywords
70%increase in organic transactions
“Go Up have been a vital part of the Hackett digital marketing mix, working as an extension of our team across all areas of SEO from technical fixes to writing regular content…”
Charlotte Keating, Digital Marketing Manager
The work
How we did it
Technical foundations
Resolved issues including 4xx errors, redirects, mobile problems, HTML errors, site speed, XML sitemaps and robots.txt before the migration took place.
Crawl optimisation
Used log-file analysis and crawl-budget optimisation to stop search engines wasting resources on low-value areas and direct them towards Hackett’s most important pages.
International SEO
Corrected hreflang implementation across Hackett’s international sites to help search engines serve the appropriate pages across different languages and markets.
Category optimisation
Created keyword-led copy for important ecommerce categories such as blazers and knitwear, while improving metadata and heading structures across the site.
SEO-led content
Built a search-led editorial strategy for The Hack, combining keyword research, seasonality and long-tail opportunities with Hackett’s existing brand and content strategy.
Ongoing SEO
Continued refining technical performance, category pages and content as new search opportunities emerged following the migration.
The results
See the results
60% growth in organic revenue for one of the world’s best-known British menswear brands
Search rankings
Search rankings
Search rankings
Search rankings
Organic revenue
60% growth in organic revenue
Despite beginning from an already substantial organic base, Hackett increased organic revenue by approximately 60% within 12 months.
70% more organic transactions
Transactions generated through organic search increased by approximately 70% within 12 months.
88% more ranking keywords
Hackett increased its total number of ranking keywords by approximately 88% within 12 months.
35% more top-three rankings
The number of keywords ranking in positions 1–3 increased by approximately 35% within 12 months.
Highest-ever keyword visibility
Within four months of the migration, Hackett achieved its highest-ever number of ranking keywords.
Go Up is a leading SEO Agency in London. If you’d like to get a quote, please get in touch. We’d love to hear from you.
Testimonials
"Go Up have been a vital part of the Hackett digital marketing mix, working as an extension of our team across all areas of SEO from technical fixes to writing regular content. Their SEO strategy and advice has been invaluable for us as we push organic search forwards, and they have taken on board our broader brand and content strategy in order to be aligned with our marketing goals. The team are fantastic to work with and go above and beyond to help out wherever possible."
Digital Marketing Manager
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