Mearth Shopify SEO Case Study:
9.9x Organic Growth Through a Platform Migration
Mearth.com.au, an Australian electric scooter retailer, grew organic traffic 9.9x in 17 months (Nov 2020 to Mar 2022) while moving from WordPress to Shopify. I led the SEO strategy, the migration and the SEO team. Here’s what we did and what the numbers show.
The Challenge: Scaling an Australian Ecommerce Brand While Rebuilding Its Foundation
Mearth needed to grow organic revenue in a competitive, fast-moving e-commerce category – while also preparing for a full platform migration that could put years of search equity at risk if handled poorly.
No structured SEO roadmap
The business needed disciplined short- and long-term SEO planning rather than ad hoc fixes, to compound organic growth over time.
Content misaligned with search intent
Existing content wasn’t consistently mapped to what shoppers were actually searching for, limiting both rankings and conversion.
Underperforming campaign landing pages
Marketing campaign pages weren’t built with SEO or usability in mind, leaving organic visibility on the table.
A high-risk platform migration ahead
Moving the entire store from WordPress to Shopify threatened redirects, URL structure, and indexation if not carefully managed.
Limited authority & backlink profile
The site needed a structured, collaborative approach to link-worthy content and outreach to build domain authority.
No SEO team structure or reporting cadence
SEO efforts lacked a dedicated team structure, consistent workflows, and a regular reporting rhythm tied to business goals.
The Strategy: A 17-Month Shopify SEO Program Spanning Content, Platform and People
The engagement combined hands-on SEO execution with team leadership – six connected work streams built to compound over time.
SEO strategy & roadmapping
Planned short-term and long-term SEO initiatives, implemented efficient workflows, and kept the strategy current as algorithms and best practices evolved.
Search intent & content optimisation
Analysed search intent to ensure content matched genuine user needs, and collaborated with content creators to optimise existing pages and develop new SEO-friendly content.
Landing pages for campaigns
Created optimised, user-friendly landing pages for marketing campaigns to maximise organic search visibility alongside paid efforts.
Site architecture & the WordPress→Shopify migration
Recommended improvements to architecture, internal linking, and content structure, then led the full migration from WordPress to Shopify – protecting crawlability and rankings through the transition.
Authority & link building
Collaborated with the team on link-worthy content and executed outreach campaigns to strengthen the site’s backlink profile.
Team leadership & reporting
Led and managed a team of SEO specialists – setting goals, assigning tasks, and guiding their work – while preparing regular performance reports for stakeholders.
The Results: Organic Traffic Grew 9.9x
Estimated monthly organic search traffic, tracked across the engagement window – through the WordPress-to-Shopify migration. Source: Semrush Domain Overview (Historical Data).
Estimated Organic Traffic – Nov 2020–Mar 2022
Keyword Position Distribution – Nov 2020 vs. Mar 2022
| Position bucket | Nov 2020 | Mar 2022 | Change |
|---|---|---|---|
| Top 3 | 26 | 289 | 11.1x |
| Positions 4–10 | 52 | 691 | 13.3x |
| Positions 11–20 | 117 | 882 | 7.5x |
| Positions 21–50 | 354 | 2,235 | 6.3x |
| Positions 51–100 | 390 | 2,730 | 7.0x |
| Total tracked keywords | 939 | 6,827 | 7.3x |
What Mearth’s CRO Had to Say
Hubert is by far one of the best SEO managers I’ve worked with. He quickly understood our audience and commercial goals – whether we were targeting B2B retailers or expanding into a new market like New Zealand – and turned that into a strategy that delivered real results: 9.9x organic traffic growth and a seamless WordPress-to-Shopify migration without losing our search visibility. His keyword and targeting strategies made Mearth a brand that retailers searching for Segway electric scooters would consistently come across. I’d recommend Hubert to any business looking for an SEO strategist who genuinely understands both search and the commercial goals behind it.
Go Deeper: The WordPress to Shopify Migration Checklist
The step-by-step process behind Mearth’s platform switch, written up in full.
WordPress to Shopify migration SEO checklist
Redirect mapping, Shopify URL structure, and the launch-day checks that kept Mearth’s rankings intact – and traffic climbing 9.9x – through the switch.
What This Shopify SEO Case Study Shows
Short version for anyone planning a similar move: a platform switch doesn’t have to cost you rankings if SEO leads the project.
- Organic traffic grew 9.9x between November 2020 and March 2022, including the months around the WordPress-to-Shopify launch.
- Every old URL was mapped to its closest Shopify match before launch, so there was no post-migration traffic dip to recover from.
- Campaign landing pages and intent-matched content kept growth going once the new store was live.
- If you need a Shopify SEO expert for a migration, the full process is in my WordPress to Shopify migration SEO checklist.
Google’s own guidance on moving a site with URL changes is worth reading alongside this Shopify SEO case study. You can also browse the other SEO case studies.
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