Romantic Depot operates six, soon to be seven adult stores offering sex toys and lingerie, in the New York City area. Their flagship stores are in Manhattan and the Bronx. They’ve been around for sometime and over the years their website aged along with other businesses seeking to help drive local foot traffic.
With the move to mobile devices in full demonstration the old RomanticDepot.com site was not responsive. This lead the owner of the chain to build a new site that was mobile friendly and it lead to Ultimate SEO‘s involvement overseeing the process of migrating to this new site without hurting the site’s strong local SEO presence.
Romantic Depot does have an impressive keyword positioning presence in the New York City area. Even nationally they are on page 2 of results for “sex shop“. The goal was to ensure a smooth transition to the mobile site while maintaining the SEO that had been built over the years.
The new site was largely a 1 to 1 ratio. The html static page manhattan.html went now to /manhattan/ on the WordPress site. We placed in any one off redirects, a redirect that took any url that ended in .html and would return it without the html and a redirect for the index.html homepage to come back with the WordPress homepage at /
Backlinks are the life blood of a sit’s ranking and it was important to ensure that those would be maintained with relevant content as well. Using SEMRush.com we collected all of the backlinks and their existing targets and ensured those had rules as well. While the site’s backlinks were in the tens of thousands it quick came down to a few hundred target urls that needed to be accounted for to maintain SEO.
Most of the work involved in preparing for the migration was speed performance in nature. The new site when tested on GTMetrix.com was loading in 12.6 seconds with over 400 http requests. We targeted a 3 second load and through Cloudflare.com we were able to utilize a CDN that brought the site closer to users as well as offered other benefits. Cloudflare alone brough the site load time to about 7 seconds.
We further limited content that could be on other pages for those other pages such as Google maps to the location homepages. Instituting lazy load ended up being the primary aspect of speeding up the site. Image optimization was also completed and a move to PHP7.3 from 5.6. Merging CSS and JS files also worked to reduce the requests.
With our work to provide a faster site complete the migration was completed and load times on the site are under 3 seconds for mobile users.
Multi Domain Strategy Consolidation
The problem that arises from multiple domain strategies is the segmentation of resources and confusion it can cause to Google Analytics. An easy eample of this is the bounce rate and pageviews metrics are actually hurt on the primary domain.
Consider this… a person searches romantic depot on Google. The first result is their site, likely the person is going to want to know what items might be at the store. Once the page loads they find the link to the store, maybe even before the page loads. Clicking that link they are now taken to a new domain.
That visitors actions would have counted as a bounced visitor. See when someone goes to your site and immediately leaves for another site that signals to Google that what was on that original site wasn’t what the searcher wanted. To prevent future searchers from going to a site that people leave directly after going to it they might increase the position of other sites to try and correct for this in the future. That ultimately means the top spot position for the keyword is being hampered by the site’s structure.
Further Google sees that a person wasn’t even interested enough in the site to look at a second page, they just left. In realty the second site is part of the same overall topic or brand its just that Google doesn’t necessarily understand that. An artificially inflated bounce rate and lower page views are all that the first site is getting and the second site is losing out as well as most of the marketing is surrounding the first site’s address…backlinks, social mentions and such.
Lower Bounce Rate
The illustration above shows our page views of the main root domain. Guess when on the graph the romanticdepotsuperstore.com site was rolled into the main domains … late July. The thing is, the traffic isn’t any greater its just not split up anymore. The homepage link to the store is now going to a subfolder of the same domain, its helping by acting as another page view rather than hurting the site as a bounce.
Thats important the site was migrated as a separate site under the original. This was done for multiple reason and it creates its own set of unique challenges but we’ll discuss that later in a future post.
The consolidation of the sites further helps with SEO because after we migrated we put into place redirects from the store’s domain to its new home within the subfolder. That means all the backlinks now combine to help one site. Lets consider the following illustration…
Domain A: DA 30 Backlinks: 10,000 Referring Domains: 1,000
Domain B: DA 30 Backlinks: 9,000 Referring Domains: 900
Competitor: DA 35 Backlinks: 13,000 Referring Domains: 1,300
Lets assume everything else is the same…we’d expect then that Competitor will rank higher on Google Search. But if we combine Domain A ad Domain B.
Domain AB: DA 40 Backlinks: 19,000 Referring Domains: 1,900
Everything else still the same….Domain AB will now rank higher than the Competitor.