Osprey, is an American-based company that specialises in and manufactures outdoor backpacks, technical backpacks & hiking equipment as well as in travel & leisure. Osprey started working with us in August 2022 with a project to migrate their websites (x20 in EMEA and x2 in the US) and whilst supporting with a re-design and improved functionality.
Foreword
The challenge.
- Osprey had 20+ sites that needed migration or consolidation into fewer markets e.g. Luxembourg French into a generic French site.
- All of Osprey’s sites were in English. We supported, consulted and executed a translation project alongside the migration to ensure that all URLs and metadata were in the local language for core markets (DE, FR, IT, ES, SV, FI).
- Alongside the migration, Osprey was doing a site redesign, prioritising SEO within the re-design development list.
Our strategy.
What did we do, and what was our solution?
- We consolidated the EU site into the .com and 19 markets that sit in the .com root domain into seven markets. To do this, we did comprehensive redirect mapping of all 20+ markets. This includes historical URLs to pass all existing authority to the new site.
- Translate URL and metadata into the local language to target more keywords.
- Improved SEO elements with the redesign, such as page speeds and on-page factors.
- When we consolidated the site, we combined the backlink profiles of ospreyeurope.com with the osprey.com domain via 301 redirects – so all markets now sit on a primary domain.
- Redirect testing in staging and again post-launch & identification of errors and 404s.
- Remove products, categories, and content that were of low value.
- Implemented hreflang to improve with targeting and to help the correct pages rank in relevant markets.
The results
We saw keyword growth across all markets, with a particular focus on the priority markets found below;
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