Commercetools
Introduction
Forty Winks are “serious about sleep.” They’ve been helping Aussies get the best night’s sleep for 40 years now and are the largest bedding retailer in the country. With over 100 physical stores and a strong eCommerce presence, they are the first option when it comes to beds and the most trusted. They have the largest range of mattresses in Australia and also stock beds of all sizes, bedding, and bedroom furniture.
Insight
We began working with the Forty Winks team in November 2022. After careful consultation, we understood what they were really wanting out of an SEO agency: they were replatforming their online store from Kentico to Commercetools and needed help to ensure that their previous rankings would not be lost during this time. The main priority was to mitigate the expected traffic and ranking drops during the migration.
Our Approach
We developed and implemented an SEO migration plan to manage both the pre- and post-migration phases. Additionally, we consulted and developed migration documentation for their website developers, Shadow Boxer, to assist with the migration. We also:
- Acquired backlinks to strengthen domain authority and minimise the typical losses associated with migrations.
- Mapped out ideal H1 headings and URL structure for each page and category.
- Created a redirection map for existing URLs to new ones.
- Researched organic market opportunities and created a new website architecture based on the data.
- Opened 26 new category SEO sales points of entry.
- Targeted over 100 new keywords for a total of over 1.16 million potential impressions per month.
- Wrote new optimised metadata based on high-intent transactional keywords.
Year on Year Results
In the last 15 months (May 2023 to September 2024), we have seen exciting growth with Forty Winks. Forty Winks already had strong rankings for many non-branded terms. We helped mitigate the significant keyword ranking losses typically associated with replatforming. Even with a perfect SEO migration, it's common to experience a temporary decline in rankings, which impacts traffic and revenue.
Summary
We worked with Forty Winks to replatform from Kentico to Commerce Tools, creating an SEO migration plan and optimising their site structure. This included targeting over 100 new keywords and introducing 26 new SEO entry points. As a result, they saw a 53% increase in top 3 keywords and 80% growth in non-branded traffic.
Forty Winks
https://www.fortywinks.com.au/
To find out how we can help your business, get in touch
- Australia
- +61 (03) 9001 9997
- hello@megantic.com.au
Get in touch
- United Kingdom
- +44 (0) 161 532 4110
- info@megantic.uk
