Home > Case Studies > Fila Organic Growth 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
42%
2x
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.
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