Service and project type

Natural search | URL migration


We are Argos’ retained search agency, we support Argos’ Natural Search team with SEO recommendations and strategy, as well as ad hoc and planned projects.

While we’re retained to support on SEO, we’re also tasked with creating innovative solutions to help Argos stay at the top of their game.


Due to numerous reasons with the site and URL structure, Argos underwent a massive migration to the back and front end of their website. 

In order to make the most out of the migration, it was decided to simplify legacy URLs which were a victim of historic changes, which made them have incredibly long character lengths.

The Argos website takes in millions of visitors every year, it was essential for the site’s equity, traffic, and sales to be protected during the migration. 

This was also an opportunity to surface and review pages which were not relevant to the site, to reduce site bloat and improve crawl budget.


Organic worked with SEO, Product and external contractors to provide clear modelling of risk to the site, this helped galvanise focus across the business onto the importance of the task.

Tasks included:

  • Research analysis and recommendations for all aspects of the migration including taxonomy and URL structure
  • Review of legacy pages, with recommendation for optimisation or removal of pages 
  • Surfacing of indexed pages for products no longer sold on Argos
  • Testing, review and reporting on all site changes
  • Empowerment sessions for Argos team


7.6% increase year on year market share

Reduced indexed bloat 70%

Following the migration, we were able to continue developing the relationships across the organisation created during the project. This new way of working with wider teams has meant that learnings from this project were retained, and subsequent migrations have been hugely successful. 

We have also continued with the empowerment and drop-in clinic streams continuing supporting the Natural Search and wider teams with SEO queries and training. 

Dan Patmore discusses what it’s like to partner with Organic.