Big Green Egg underwent a large website migration that involved consolidating domains, moving to a new e-commerce platform, changing URLs, etc.
To mitigate the potential loss of rankings, traffic, and revenue while also establishing a foundation for growth, they needed an organic strategy to power them through it.
VIEW THE STRATEGY & RESULTS BELOW
Scope
- Pre-Migration SEO Audit
- Identify Existing Issues & New Opportunities
- Prioritize High-Value Pages & Rankings
- Setup Redirect Strategy
- Establish Solid Foundation for Growth
- Shopify SEO
- Post-Launch Analysis & Optimization
Wins
- Minimized Organic Losses
- Month-over-Month Growth After Launch
- Shopify Optimizations have Increased Transactional Traffic
Phase 1
Pre-Migration SEO Audit & Benchmarking
The first step was an in-depth SEO audit to establish a clear baseline and uncover any risks or opportunities before making the move. This phase included:
- A comprehensive crawl and analysis of existing domains and site structure
- Identification of high-value, high-traffic pages critical to maintain in the migration
- Benchmarking keyword rankings, traffic performance, and backlink profiles
- Development of a complete URL Mapping & Redirect Strategy to preserve link equity and minimize errors
- Recommendations to address structural and content-related SEO issues in the new build
This strategic groundwork was essential to reduce disruption and ensure that key pages retained their visibility in search results.
Phase 2
Shopify SEO Optimization
With the foundation laid, we moved into optimizing the new Shopify site for search performance and long-term scalability. This phase included:
- Optimization of page titles, meta descriptions, and heading tags for improved relevance and click-throughs
- Streamlining and restructuring category and product hierarchies to enhance crawlability and user experience
- Implementation of product schema and structured data to support enhanced search features
These improvements helped ensure that the new site didn’t just replicate past performance—it elevated it.
Phase 3
Post-Launch Analysis & Action
After launch, we entered a critical stabilization window. Our team closely monitored analytics and keyword rankings to detect and resolve any issues in real time.
- Actively monitored traffic and visibility metrics across key landing pages
- Identified and corrected any broken redirects or crawl issues
- Re-optimized underperforming pages and surfaced additional opportunities for growth
- Conducted competitive analysis to fine-tune content and category strategies
- Continued refining SEO based on live performance data, ensuring momentum wasn’t just regained—it was accelerated
Project Outcome
Smooth Migration
Despite the complexity of the migration, Big Green Egg not only retained their search visibility—they were positioned for month-over-month growth.
Positioned for Growth
Today, Big Green Egg’s digital presence is centralized, modernized, and fully optimized for search. The migration wasn’t just a survival story—it was a launchpad for future growth.
“Shane helped us smoothly land a full site migration with clear analysis and action items that yielded measurable results. He's a pleasure to work with, accommodating, and responsive. Will certainly be reaching out for additional projects in the future.”
Jason SzczechDirector of Omnichannel
