Moving an ecommerce website with approximately half a million URLs is a serious undertaking. When that website already attracts tens of thousands of organic visitors every month, there is a lot to protect.
For All Mower Spares, the move from X-Cart to Magento across 2019–2020 followed years of SEO work. We had helped grow monthly organic traffic from around 13,000 visitors to more than 60,000. The migration needed to preserve that progress while the business moved to a new platform.
We completed the technical SEO migration without losing organic traffic.
That was a result I was proud of. But the story of All Mower Spares also demonstrates something business owners need to understand: a successful migration is a milestone. The website still needs ongoing care.
All Mower Spares was an Australian online retailer supplying lawn mower, small engine and outdoor power equipment parts.
Brett Gilleland contacted Omega Digital, then known as APG Web Studios, in early 2013. The brief was straightforward: attract more qualified visitors and increase online sales.
The website itself was anything but straightforward. It was a large, complex catalogue, with technical challenges that needed attention before the business could get more from organic search.
For a spare parts retailer, attracting the right visitor matters enormously. Someone searching for a particular replacement part needs to find the right product, understand whether it suits their equipment and have a clear path to purchase.
Our work focused on helping search engines and customers navigate that catalogue more effectively.
This campaign involved technical recommendations, consultation, analysis and ongoing improvements to the website’s foundations.
Key areas included:
On a catalogue of this size, decisions about individual products can have consequences across thousands of pages. Internal linking, product availability and URL handling all need a consistent approach.
It takes time. It also compounds when you keep doing the work properly.
The original campaign recorded 114% organic traffic growth within its first two years.
Over the broader engagement, monthly organic traffic increased from approximately 13,000 visitors to more than 60,000. That is an increase of more than 360%.
Those figures describe different periods within the campaign. They show both the early progress and the longer-term growth achieved through sustained SEO work.
The business decided to move from X-Cart to Magento. Our responsibility was to provide the technical SEO oversight needed to protect its existing organic performance.
At approximately 500,000 URLs, the scale made that responsibility substantial.
A migration changes far more than the appearance of a website. Depending on how the new platform is configured, it can change URLs, navigation, internal links, canonical tags and the pages search engines can access.
Each of those decisions can affect visibility.
The goal was to carry the value built on the old website into the new one: preserve what was working, account for necessary changes and avoid losing the traffic the business had spent years earning.
We spent extensive time on the technical SEO preparation and review. The outcome was a successful move to Magento without a loss of organic traffic.
We helped the business change platforms while protecting the search performance it already had.
During our work together, Brett provided this testimonial:
I have been working with Andrew for 6 years now to build my site…
The level of knowledge, professionalism and his passion is something i have not seen in this industry ever…
I feel extremely lucky to have such a powerful resource and asset working on my business and can honestly say that no matter what he charges, i feel comfortable knowing that Andrew has my absolute best interests at heart.
This has been from building such a strong relationship over a 6 year period…
I have had to make many budget cuts over this time. Andrew and his services will NEVER be one of them…
Brett Gilleland
Director, All Mower Spares
When our engagement ended, I was told the developer could handle the SEO.
Years later, in 2023, Brett contacted me again for urgent help. My subsequent review identified extensive technical problems, including tens of thousands of broken internal links and URLs, alongside canonical and indexing issues.
The supplied Google Search Console screenshot shows a sharp decline in clicks and impressions during 2022. It illustrates the loss of search visibility, although the graph alone cannot establish the cause.
The business later entered administration. I cannot attribute that outcome to SEO alone. What I can speak to is the deterioration I found in the website’s technical condition and the importance of maintaining the foundations that support organic search.
Development and SEO involve different responsibilities. A developer can absolutely have SEO expertise. The important question is whether someone with the appropriate experience is actively responsible for search performance as the website changes.
That responsibility continues after launch.
In nearly 20 years of digital marketing, I have heard “SEO is dead” more times than I can count. Usually after another algorithm change. Now the conversation includes GEO, AEO and AI visibility.
My view is that technical SEO and brand development belong in the same strategy.
Build a website people can use and search engines can understand. Share your expertise. Publish useful material. Earn relevant coverage and give people a reason to know, mention and trust your business.
I’m looking forward to AI assistants taking more of the repetitive work off our hands. More time for strategy, growth and outcomes? Absolutely. I cannot wait. 😉
But someone still needs to understand the consequences of the decisions being made.
All Mower Spares demonstrated what sustained SEO work could achieve: substantial organic growth, followed by a complex platform migration that preserved that traffic.
If you are planning an ecommerce migration, bring SEO into the project while the decisions are being made. Give it a clear owner before, during and after launch.
Talk to Andrew about your website migration or technical SEO.
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