After migrating to Shopify, this home gym and fitness equipment brand needed an SEO strategy to get back in shape. With refined site architecture and keyword precision, they powered up visibility and built serious strength in their organic search performance.
First, a post-migration SEO audit. Then we tightened the core of the site’s structure. Templates were optimized, canonical tags corrected, and product collections reorganized for better crawlability. Next came the real lift: keyword maps, schema markup, and performance monitoring. This precision targeting helped the brand push authority from category to product pages, turning search equity into serious sales power.
In 2025, the company saw a +118% increase in organic revenue and a +2,051% increase in organic shopping revenue. Additionally, rankings bulked up thanks to a +69% increase in top-3 keyword rankings. This visibility surge drove measurable growth in both direct transactions and assisted conversions—proof that the right structure builds serious strength.
Shopify is flexible, but it comes with high SEO hurdles. Also, filters can easily duplicate content if not properly managed. That’s where an experienced team is a must. A post-migration audit revealed crawl inefficiencies and duplicate URLs, which limited indexation. This meant the opportunity for visibility was limited, as search engines like Google couldn’t properly read and understand the website’s backend.
OuterBox considered these nuances, ensuring technical cleanup and on-page refinements achieved the retailer’s sales goals. By rebuilding the site’s technical foundation—addressing canonical tags, XML sitemaps, and product hierarchy—it was easier for Google to crawl, interpret, and organize top-performing categories.
The result? A leaner Shopify site built to perform as hard as the products it sells. This technical foundation enabled better performance in search features like popular products. Even better, these changes improved performance in AI Overviews, ChatGPT, and other AI citations.
SERP for “Affordable adjustable bench”
Big gains in AI citations as a result of technical SEO.
After an analytics deep dive via platforms like Google Analytics and Ahrefs to understand customer search behavior, we shaped all tactics around search intent. By aligning metadata, schema markup, and product content with the user intent our SEO tools identified, we helped Google understand what each page is meant to do or answer. Creating authority is key, and we do this via an internal linking strategy. Internal links act like pathways of trust across the site, helping search engines identify which pages hold the most importance and how topics relate to each other.
By focusing on user intent and authority building, the brand’s most competitive search terms—like “adjustable bench” and “home gym equipment”—rose to the top.
That alignment between search intent and site architecture translated into stronger click-through rates, more qualified traffic, and an uptick in sales.
A rise in organic position across keywords.
For eCommerce brands, migration can feel like starting from scratch, but with the right SEO spotters, recovery brings new opportunities.
By pairing technical optimization with an intent-driven strategy, this engagement turned a potential post-migration slump into a significant growth moment not only for traditional search but also for AI search results. The restructured Shopify foundation now supports scalable, sustainable performance.
This brand didn’t just regain its footing—it built SEO muscle for the long haul, proving that technical SEO strategies deliver lasting gains.
We help websites rank page #1 and grow online sales. We’ll show you exactly what we’ll do, how much it’ll cost, and how we’re going to crush your competitors.
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