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3.5x Organic Growth For FILA After Shopify Migration

The Client

FILA, a globally recognized sportswear and lifestyle brand operating across multiple international markets. An established sportswear & lifestyle brand, FILA already had an operational e-commerce website, which was migrated at the CMS level to Shopify. This migration aimed to enhance site performance, improve manageability, and deliver a seamless shopping experience for its growing customer base.

The Objective

The primary goal of this project was to retain existing organic performance metrics — including traffic, rankings, and revenue — during and after the migration. At the same time, FILA aimed to strengthen its SEO foundation, ensuring long-term scalability and discoverability across high-intent search queries.

The Challenge

The migration came with several critical SEO challenges:

Massive URL redirections: Hundreds of product URLs needed proper redirection to preserve equity and prevent traffic loss.
Out-of-stock inventory: A large portion of products went temporarily unavailable, impacting visibility and click-throughs.
Weak category-level targeting: The website lacked optimized collection/category pages for key search terms, limiting non-brand keyword reach and discoverability.

The Solution

To ensure a smooth transition and strengthen SEO post-migration, we implemented a comprehensive action plan:

Seamless redirection of product URLs to maintain authority and prevent 404s.
Added Above-The-Fold (ATF) content across all major category pages to improve keyword targeting and user engagement.
Created new collection pages in bulk where keyword opportunities were identified, expanding the site’s topical coverage.
Enhanced internal linking architecture, especially through the footer, to improve crawling and indexing efficiency across all site sections.

The Result

3.8x

Improvement In Non-Brand Impressions

42%

Improvement In Non-Brand Clicks

2x

Improvement In Organic Revenue

The Conclusion

By combining technical precision, content depth, and strategic keyword expansion, FILA successfully turned a high-risk website migration into an opportunity for exponential organic growth and stronger brand visibility across the global market.

SEO

Rank on google search engine results page organically and outperform your competitors

Ecommerce SEO

Increase your product visibility to high intent searchers

Enterprise SEO

Increase organic reach and revenue for large-scale business

Local SEO

Get found on ‘near me’ search results and optimise your GMB profile

ASO

Increase your mobile app installations on App store & Play Store

CRO

Increase clicks to conversions rate ratio by bringing relevant traffic to your website

These numbers aren’t luck — they’re strategy.
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