Hot Rod Cameras
They struggled with a decline in organic traffic, page rankings, and overall visibility on their
SuiteCommerce Advanced site.
Client's Background
Hot Rod Cameras, a leading provider of high-quality photography and cinematography gear, was initially operating on NetSuite’s SuiteCommerce Advanced (SCA) platform. Despite the strong ERP integration, Hot Rod Cameras faced significant challenges with SEO performance and organic traffic on their eCommerce website.
Hot Rod Cameras sought out the SCG Team to stabilize and improve their site's SEO performance. After a successful stabilization phase, the company made the strategic decision to migrate to Shopify Plus, enabling them to scale faster and reach new markets.
Project Challenge
- SEO Underperformance: Hot Rod Cameras struggled with a decline in organic traffic, page rankings, and overall visibility on their SuiteCommerce Advanced site.
- Platform Inflexibility: The business found SuiteCommerce Advanced restrictive in terms of agility and app ecosystem support, making it difficult to implement quick changes and improve site performance.
- Marketplace Expansion: Hot Rod Cameras needed to sell their products across various marketplaces like Amazon and eBay while maintaining their direct-to-consumer (DTC) and business-to-business (B2B) operations on a unified platform.
SCG Team's Solution
1. SuiteCommerce SEO Rescue Plan
- Audit and Optimization: The SCG Team conducted a full SEO audit of Hot Rod Cameras' SuiteCommerce site, identifying key areas for improvement, including page load times, meta tags, and structured data implementation.
- Core Web Vitals Optimization: The team addressed critical web performance metrics, improving Largest Contentful Paint (LCP) and First Input Delay (FID), which contributed to better SEO performance and user experience.
- Redirects and Data Preservation: The SCG Team implemented 301 redirects and maintained URL structure integrity to prevent any loss of search engine rankings during the optimization process.
- Result: Organic traffic and search engine rankings were restored, driving an increase in conversions and overall site visibility.
2. Migration to Shopify Plus
- Seamless Migration: Following the successful stabilization, Hot Rod Cameras opted for a full migration to Shopify Plus to leverage a more flexible, scalable eCommerce platform. The SCG Team managed all aspects of the migration, including content transfer, data preservation, and integration with their existing NetSuite ERP.
- Multi-Marketplace Support: With Shopify Plus, Hot Rod Cameras was able to list products on additional marketplaces, including Amazon, while keeping their operations centralized on one platform. The SCG Team configured Shopify Markets for international sales and optimized the store for both B2C and B2B functionality.
- Post-Migration SEO: SCG ensured that all SEO improvements were retained post-migration, implementing structured data and optimizing Core Web Vitals to maintain the enhanced SEO performance on the new platform.
Outcomes
- Increased Organic Traffic: Hot Rod Cameras saw a notable improvement in organic search traffic post-SEO optimization and migration.
- Improved Flexibility and Growth: The move to Shopify Plus allowed the business to integrate seamlessly with various marketplaces, expand internationally, and support both D2C and B2B sales efficiently.
- Enhanced User Experience: With optimized site speed, structured data, and user-friendly design, Hot Rod Cameras experienced a smoother customer journey, resulting in higher conversions.
Conclusion
The SCG Team’s SEO Rescue Plan and subsequent migration from SuiteCommerce Advanced to Shopify Plus enabled Hot Rod Cameras to stabilize their SEO performance and unlock significant growth opportunities through marketplace expansion and enhanced eCommerce capabilities.
For businesses looking to optimize their eCommerce performance and prepare for future scalability, SCG Team’s expertise in both NetSuite and Shopify Plus delivers proven results.
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