When Serax, a leading brand in tableware and interior design, approached Us, they faced a critical challenge: preparing their SEO strategy for the future while transitioning from an old B2B platform to an integrated B2B + B2C Shopify webshop. The emerging buzz around Google’s Search Generative Experience (SGE) made it clear—this was more than just an update; it was a transformation.
The problem – preparing for SEO changes and a complex migration
Serax needed to:
- Improve their SEO strategy while future-proofing for Google SGE.
- Transition smoothly from an old B2B platform to a new B2B + B2C Shopify site without losing search rankings.
- Boost their online visibility in a competitive market.
Without the right SEO approach, they risked losing organic traffic, visibility, and valuable customer engagement during the transition.
The solution – a comprehensive SEO transformation
To address these challenges, we implemented a multi-step approach:
- Competitive analysis: We analyzed competitors to identify market opportunities and threats for Serax.
- Page expansion plan: We expanded product categories and developed relevant content to increase Serax’s online footprint.
- Seamless migration: Our migration plan ensured minimal impact on SEO and a smooth transition to the new Shopify platform.
- Technical SEO audit: We conducted a thorough technical SEO audit, addressing structural issues before the new site launch.
- Shopify optimisation: Adjusted Shopify’s structure for optimal SEO performance and implemented on-page improvements.
- Webshop audits: Analyzed the old webshop and staging platform to refine technical and content elements.
- SEO content development: Created SEO-driven content templates, optimized product descriptions, and tailored content for diverse audiences.
The results – a successful SEO transformation and long-term partnership
The result? A future-proof SEO strategy that enhanced Serax’s online performance and ensured a seamless platform migration. But it didn’t stop there. This project laid the foundation for a long-term partnership focused on continuous growth, with Us providing ongoing optimization and support to help Serax stay ahead in the digital landscape.
Why this matters for e-commerce and SEO specialists
For e-commerce and marketing managers, as well as SEO specialists, Serax’s journey demonstrates the importance of proactive SEO planning, especially with evolving search technologies like Google SGE. A well-executed SEO strategy not only boosts visibility but also secures long-term growth.
SEO is no longer just about keywords—it’s about strategy, structure, and adaptability. Serax’s transformation shows that with the right partner, digital growth is not only possible but sustainable.
