Recovering Performance from a Website Migration

Wacoal Philippines approached us after its ecommerce website suffered a severe decline in search performance following a migration from PrestaShop to Magento 2.

Previously ranking URLs had not been redirected correctly. Organic sessions fell from 33,592 in 2021 to 2,911 in 2022, a 91.33% decline. Organic revenue dropped during the same period, a decrease of around 89.43%.

Wacoal also ranked below key competitors in search interest. The business needed to recover lost search equity, repair the website’s technical foundation, and rebuild visibility around the products and questions customers searched for.

Wacoal Philippines is the local arm of the global lingerie and innerwear brand. Its ecommerce website serves customers looking for bras, underwear, shapewear, sleepwear, and related products.

Industry: Ecommerce / Fashion & Apparel

Location: Philippines

Services: Ecommerce SEO, Content Marketing, Digital Analytics, Local SEO, and Authority Building

The Results

Safeguarding the Four Pillars of SEO During Migration

Our audit traced the decline to Wacoal Philippines’ migration from PrestaShop to Magento 2. Previously ranking URLs had not been redirected correctly, leaving valuable pages unavailable to search engines and customers. The migration also created 404 errors, duplicate content, orphan pages, and unnecessary indexation.

Technical Audit & Optimization

The recovery began with technical cleanup. Propelrr® requested removal of duplicate site versions through Google Search Console, cleaned the XML sitemap, resolved orphaned and duplicate pages, and resubmitted relevant pages and images for indexing. The team configured Magento URL rewrites and improved titles, descriptions, image alt text, internal links, and category-page copy.

Content Marketing & Keyword Analysis

Keyword research then connected search demand with Wacoal’s products and customer questions. Propelrr® prioritized topics using traffic potential, cost-per-click value, and relevance to the catalogue. This informed a content calendar that included practical articles and deeper resources, such as Wacoal’s body-age guide, built to answer questions that product pages could not cover alone.

GBP Establishment & Authority Building

Search growth also extended beyond the website. Propelrr® verified 69 Wacoal store locations for local search, built crawlable backlinks with relevant anchor text, and created a promotion process for newly published content.

Streamline of Data Analytics & Event Tracking

Measurement supported every workstream. The team reviewed Universal Analytics, Google Tag Manager, Facebook Pixel, ecommerce events, and attribution settings, then prepared the website for Google Analytics 4. With the technical foundation restored and search demand mapped to useful pages, Wacoal regained visibility across the customer journey and recorded higher impressions, clicks, and keyword traffic value.

Search recovery required more than publishing new content. Wacoal Philippines first had to restore the technical connections that its migration had broken.