Romantic Depot operates six, soon to be seven adult stores offering sex toys and lingerie, in the New York City area. Their flagship stores are in Manhattan and the Bronx. They’ve been around for sometime and over the years their website aged along with other businesses seeking to help drive local foot traffic.
With the move to mobile devices in full demonstration the old RomanticDepot.com site was not responsive. This lead the owner of the chain to build a new site that was mobile friendly and it lead to Ultimate SEO‘s involvement overseeing the process of migrating to this new site without hurting the site’s strong local SEO presence.
Romantic Depot does have an impressive keyword positioning presence in the New York City area. Even nationally they are on page 2 of results for “sex shop“. The goal was to ensure a smooth transition to the mobile site while maintaining the SEO that had been built over the years.
The new site was largely a 1 to 1 ratio. The html static page manhattan.html went now to /manhattan/ on the WordPress site. We placed in any one off redirects, a redirect that took any url that ended in .html and would return it without the html and a redirect for the index.html homepage to come back with the WordPress homepage at /
Backlinks are the life blood of a sit’s ranking and it was important to ensure that those would be maintained with relevant content as well. Using SEMRush.com we collected all of the backlinks and their existing targets and ensured those had rules as well. While the site’s backlinks were in the tens of thousands it quick came down to a few hundred target urls that needed to be accounted for to maintain SEO.
Most of the work involved in preparing for the migration was speed performance in nature. The new site when tested on GTMetrix.com was loading in 12.6 seconds with over 400 http requests. We targeted a 3 second load and through Cloudflare.com we were able to utilize a CDN that brought the site closer to users as well as offered other benefits. Cloudflare alone brough the site load time to about 7 seconds.
We further limited content that could be on other pages for those other pages such as Google maps to the location homepages. Instituting lazy load ended up being the primary aspect of speeding up the site. Image optimization was also completed and a move to PHP7.3 from 5.6. Merging CSS and JS files also worked to reduce the requests.
With our work to provide a faster site complete the migration was completed and load times on the site are under 3 seconds for mobile users.
Multi Domain Strategy Consolidation
During the migration I also mentioned the value of building one brand. RomanticDepotSuperStore.com was the site used as the online store for the chain. The keywords and authority of this additional site were better utilized under the main domain RomanticDepot.com and this site was migrated to a subfolder /store as a separate WordPress site.