The Challenge
Smythson needed to protect its organic search visibility during a major platform migration from Magento to Shopify Plus. For a luxury brand with strong heritage, premium product categories, and high-value search intent, the migration required more than a technical platform move. The challenge was to create a search-safe migration framework that protected rankings, preserved page equity, improved technical structure, and prepared the site for the next phase of discovery across Google, AI search, answer engines, and generative commerce experiences.
Our Approach
ANZ Digital developed an initial SEO migration and search-readiness framework covering site structure, URL mapping, redirect planning, metadata protection, content hierarchy, collection architecture, and technical SEO checks. Alongside traditional SEO migration planning, we also assessed the future structure required for AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation), ensuring Smythson's content, product taxonomy, category pages, and brand signals could be better understood by both search engines and AI-led discovery systems.
The Solution
We created a structured SEO migration roadmap for the Magento to Shopify Plus transition, designed to reduce organic risk and support long-term visibility. The solution focused on preserving search equity, strengthening technical foundations, improving page hierarchy, preparing redirect governance, and creating a cleaner content and category structure that could support luxury product discovery across both traditional and AI-powered search environments.
Technology Stack
Let's build your next phase of digital growth
Whether you're scaling ecommerce, improving performance, modernising platforms or exploring AI, we're here to help you grow smarter.