Mamas & Papas: SEO Case Study

Mamas and Papas began their SEO journey with Spec on a platform called Hybris with a desire to move to Shopify. Naturally, SEO is an important channel for many retail brands and so our remit was to ensure rankings & traffic were migrated / maintained during this change. 

The original brief was 9 months from start to Shopify's launch.

The decision to move revolved around the lack of ability for the marketing team to 'build new pages' and generally make changes to the website at ease. Shopify offered this functionality. 

Spec initially advised that Hybris should be optimised, purely focused on things that would migrate, such as content & the sitemap structure. This would give us 9+ months of growth ahead of Shopify launching. 

The Shopify build began with a discovery workshop project, managing stakeholder expections and advising on the launch plans.

Our ethos for all site elements was 'the same or better'. If something was worse than on Hybris, it needed to be optimised. 

a) Launch was delayed until after peak due to Covid (2020), however Mamas & Papas had a record year on SEO thanks to the changes we had made early on.

b) At 5am on launch day, Spec were online and running audits to fix anything that had broken on launch day, whilst exploiting any additional opportunities.

c) Following a successful launch, SEO continued to pick up and we continue chipping away at opportunities for growth.

d) Mamas & Papas is up YOY, every year, on SEO.

e) Cemented in 1st position on Google for 'Pushchairs' since 2021, amongst thousands of other keywords.