UK United KingdomApparel, eCommerce2023
Fenwick Outdoor Apparel
SEO and Google Shopping strategy for a UK outdoor apparel brand rebuilding organic visibility after a site migration hurt rankings.
Performance Marketing →The challenge
Fenwick had migrated platforms the prior year without proper redirects, losing roughly 40% of its organic traffic overnight and never fully recovering.
Our approach
- 01
Audited and rebuilt the full redirect map from the old site structure, recovering equity from over 1,200 broken URLs
- 02
Restructured the Google Shopping feed with more specific product titles and attributes, since generic titles were losing to competitors on relevance
- 03
Rebuilt category pages around actual search demand data instead of the brand's internal product taxonomy
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