Project Description
SEO technical recovery and signal recovery after domain change
This mandate was part of a sensitive context: the official transition of an existing brand to a new identity, with a complete change of domain. In this type of project, the main challenge is not the creation of visibility, but the preservation and consolidation of the SEO signals already acquired: authority, history, indexing, and semantic continuity. Any technical approximation at this stage can lead to a lasting loss of traffic and positions.
The mission was therefore to secure the migration of the old Rose Buddha brand to its new domain, while cleaning up the technical architecture and strengthening the site’s ability to capture its transactional intentions via the collection pages.
Clean migration: HTTP, HTTPS, canonical, and deep URL redirects
The first phase was exclusively technical. It aimed to guarantee a maximum transmission of authority between the old and the new domain, without disruption for the engines or for the users. The work covered all the critical layers: HTTP to HTTPS redirects, standardization of variants with or without www, clarification of canonical tags, and especially fine management of deep redirects.
Each strategic URL of the old brand, including those from important subdomains, was analyzed individually to avoid generic or approximate redirects. The objective was clear: to maintain the exact semantic correspondence between old and new pages, an essential condition for maintaining existing positions when changing domains.
This phase of formalization with search engines is part of a rigorous SEO strategy : never start from scratch when exploitable signals already exist.
Cleaning up 404 errors and consolidating indexing
Once the main structure was stabilized, work continued on the handling of 404 errors inherited from the site’s history. These orphan URLs, often overlooked, are a major sticking point: they dilute internal authority, degrade the user experience, and send negative signals to search engines.
Each 404 was treated according to its potential value: redirecting to the most relevant page when the intent remained valid, or permanent cleanup when the URL no longer had a strategic role. This selective approach restores a clean, readable, and consistent architecture, without overloading the site with unnecessary redirects.
Optimization of SRPs and collection pages as capture levers
The core of the onsite work then focused on the collection pages, which are the site’s internal SRPs. In an e-commerce environment, these pages play a decisive role: they concentrate the most qualified transactional intentions and serve as a direct interface between search and conversion.
The optimization focused on the structure of the collections, their prioritization, the clarity of the signals sent to the engines and the consistency between categories, subcategories and products. The goal was not simply to improve readability, but to strengthen the site’s ability to position itself on high-value queries, while avoiding internal cannibalization.
This type of work is fully related to content optimization applied to commercial structures, where technique and semantics must work together.
Internal networking: controlled redistribution of authority
Internal linking was used as a tool to regulate authority, and not as a simple addition of links. Each internal link has been designed to strengthen the thematic understanding of the site: linking the strategic collections together, supporting pages with potential, and directing the engines towards the priority axes of the catalogue.
This structuring makes it possible to better exploit the existing authority, especially after a migration, by preventing it from being dispersed in secondary pages. The mesh then becomes a natural extension of the overall SEO structure, serving performance rather than volume.
Metadata: Aligning Promise, Intent, and Structure
The meta title and meta description tags have been the subject of precise work, oriented towards retrieval and optimization of the signals. After a migration, these elements play a dual role: to confirm the thematic continuity of the site to the search engines and to improve the click-through rate from the results pages.
Each metadata has been reworked to accurately reflect the actual intent of the page, especially on key collections. The challenge was not to over-optimize, but to clarify: who the page is, what it answers to, and why it deserves to be displayed rather than another.
A deliberately technical mandate, oriented towards stability and performance
Unlike projects focused on content production or editorial expansion, this mandate was essentially technical and remedial. It aimed to recover, consolidate and amplify existing SEO signals, while laying a solid foundation for future developments.
This approach is part of a pragmatic vision of SEO: first secure what already generates value, correct structural weaknesses, then optimize the existing before any further growth. It is a methodology that can be found in SEO analysis and audit projects carried out on sites with a strong history.
The result: a healthy SEO base that is ready to perform
At the end of the mandate, the site is based on a clean, coherent technical architecture aligned with the expectations of the engines. The change in domain was absorbed without major disruption, critical signals were preserved, and strategic pages now have an optimal framework to capture their target intents.
This type of project perfectly illustrates the importance of technical and onsite SEO in a logic of sustainability. Before accelerating, you have to stabilize. Before producing, you have to understand. And before looking for growth, you need to make sure that each existing signal is working in the right direction, in the service of a controlled and scalable SEO and GEO strategy.
