Hisense: From Migration to Technical SEO Success
Read about Hisense’s successful migration strategy backed by a 12 month Technical SEO implementation driving organic growth.
Project Highlights
This project showcases several key achievements, highlighting the success of an SEO-driven migration strategy with data-driven Technical SEO implementation for Month-On-Month organic growth.
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Traffic Retained
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Increase in Organic Visibility YoY
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Organic Sessions Increase YoY
Client
Hisense
Year
2024 - 2025
Industry
Electronics & Appliances
Project Type
Site Migration
Technical SEO
SEO Migration
(01)
Project Overview
Technical SEO Excellence
Hisense UK's New eCommerce Website
Hisense is a globally recognised Chinese multinational, specialising in consumer electronics and home appliances. With a strong presence in TVs, refrigeration, washing machines, and air conditioning, the brand has established itself as a trusted name in innovation, quality, and affordability. As Hisense continues to expand its market reach, digital transformation plays a crucial role in its direct-to-consumer (DTC) strategy, ensuring customers can engage with and purchase products seamlessly online. Hisense is also a proud sponsor of UEFA Euro 2024, further reinforcing its commitment to global brand visibility and consumer engagement.
As part of its digital transformation, Hisense transitioned from a B2B model to a direct-to-consumer (DTC) strategy, requiring a more robust and scalable e-commerce platform. To facilitate this shift, the brand migrated its UK website from WooCommerce to a UK subdomain on SAP Hybris—a move aimed at improving stability, scalability, and e-commerce functionality.
This project focused on:
- Executing a seamless migration to ensure minimal disruption and prevent ranking loss.
- Conducting a full technical SEO audit to optimise site structure, indexability, and performance.
- Implementing a 12-month SEO roadmap, focusing on content optimisation, performance enhancements, and authority building to drive sustainable organic growth.
(02)
The Challenge
Challenge
The Hisense migration presented several key challenges, primarily the risk of ranking and traffic loss due to the shift from a Top-Level Domain (TLD) to a subdomain. A site migration of this scale required meticulous URL mapping, redirection strategies, and indexation management to preserve as much search visibility as possible. Additionally, transitioning e-commerce platforms introduced complexities in site architecture, content migration, and technical configurations, requiring a carefully planned SEO framework to ensure optimal crawlability and performance. The move from a B2B model to a direct-to-consumer (DTC) strategy also meant that the site needed to be fully optimised for e-commerce, ensuring a seamless user experience, improved conversion pathways, and enhanced product discoverability. Managing these technical and strategic challenges while maintaining organic growth and search visibility required a data-driven approach and a long-term SEO strategy.
(03)
My Process
The Technical Process
1
Pre-Migration Planning & SEO Risk Mitigation
Before the migration, we conducted a comprehensive SEO audit to assess the existing site’s performance, identify high-value pages, and establish a risk mitigation plan. A full URL mapping strategy was created to ensure proper redirects, preventing ranking and traffic loss. Additionally, we optimised the new site’s structure ensuring search engines could crawl and index it efficiently.
2
Seamless Migration Execution
The migration process was carefully managed to ensure a smooth transition from the TLD to the Subdomain. We implemented and tested redirects, monitored crawl errors, and ensured Google Search Console properly recognised the new domain. Indexation monitoring and site performance tracking allowed us to quickly identify and resolve any post-migration issues to ensure any situations were avoided.
3
Post-Migration SEO & Content Strategy
Once the migration was complete, we focused on enhancing content performance and organic visibility. A technical SEO audit outlined many key limitations of the new platform while a content optimisation plan ensured that product and category pages aligned with high-intent search queries. This laid the foundation for sustainable growth and improved rankings.
4
Continuous SEO Growth & Strategic Expansion
A 12-month SEO roadmap focused on ongoing optimisation and authority building. Regular performance tracking allowed us to refine on-page SEO, enhance technical elements with the international Dev team, and expand content strategy to capture more organic traffic. A structured link-building and digital PR strategy helped strengthen domain authority.
(04)
What I Achieved
The Results
The project yielded some great results from an organic perspective, such as maintaining 90% of the traffic post-migration ensuring a smooth and seamless transition, an increase in organic visibility in the SERPs by 185% by aligning top level categories with keywords and a massive 1,287% increase in organic sessions to the website. Some of the other successes include:
- Increase in avg. engagement time per active user YoY.
- Increase in Non-Branded Traffic to the eCommerce Site YoY.
- Keywords improved to the top 1 - 3 positions in Google SERPs YoY.
Closing Thoughts
The Hisense website migration was a complex but highly successful project, blending technical precision with strategic SEO execution. The transition between platforms required meticulous planning to preserve search equity, maintain traffic, and enhance user experience.
By implementing a structured migration plan, conducting a comprehensive technical SEO audit, and executing a 12-month strategic roadmap, we ensured a seamless transition with minimal ranking disruption.
With Hisense’s new DTC focus the brand is now better positioned than ever to dominate the online space and expand its digital footprint, setting a strong foundation for long-term e-commerce success.