Case Study

How We Migrated EzyDog UK

Traffic Growth

121%3 months

Revenue Growth

85%Improvement

Conversion Rate

3.5%Higher

Client Overview

EzyDog UK is the British eCommerce store for the global premium dog gear brand. The store serves local customers with UK-specific products, pricing, shipping, and content. Organic search plays a major role in revenue and customer acquisition.

As part of a platform rebuild and structural upgrade, EzyDog UK needed to migrate their Shopify store without losing any SEO value, rankings, or organic revenue.

We partnered with EzyDog UK to execute a zero-loss SEO migration while improving site architecture, UX, and long-term SEO foundations.

The Challenge

1. Migration Without Losing SEO Value

The existing site had established rankings, indexed pages, and backlinks tied to specific URLs and collections. Any structural or URL change risked immediate traffic and revenue loss.

2. Organic Traffic and Revenue at Risk

Core buyer-intent keywords such as dog harness UK, dog leashes UK, and travel accessories were already driving steady organic revenue. A failed migration could break organic performance overnight.

3. Conversion Friction from UI/UX

Even before migration, the site had conversion drop-offs caused by unclear navigation, inconsistent product layouts, and inefficient discovery paths. Improving UX without hurting SEO signals was critical.

Our Solution

Zero-Loss SEO Migration Strategy

• Built a full old-to-new URL mapping
• Implemented 301 redirects for every changed path
• Preserved metadata and internal linking structure
• Monitored indexation and rankings before and after launch

Technical SEO Safeguards

• Cleaned canonical and hreflang logic for UK pages
• Fixed crawl and indexation issues
• Ensured sitemap and robots rules were correct
• Strengthened internal linking across collections and products

UX and Shopify Development Improvements

• Redesigned product and collection layouts
• Simplified navigation and buying paths
• Improved mobile interaction flow
• Reduced friction in product discovery and checkout
• Built modular Shopify components for stability and speed

The Results

Migration With No SEO Loss

The new Shopify platform launched without drops in organic traffic, rankings, or indexed pages.

Stable Organic Traffic and Revenue

Organic sessions and revenue were retained through launch, protecting existing growth momentum.

Organic Conversion Rate: 6%

Way above the average pet eCommerce benchmark. Conversion performance improved through cleaner UX, reduced friction, and better product discovery.

Lower Conversion Friction from UI/UX

Clear navigation, consistent layouts, and simplified buying paths increased completed checkouts without sacrificing SEO equity.

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