Sainsbury’s: The recipe for a good migration

Laptop displaying the Sainsburys recipes website whilst cooking

Service and Project Type

SEO Migration

The Client

Organic are incredibly proud to be the retained search agency the Sainsbury’s Group, which includes Argos, TU Clothing, and Habitat. Our role extends beyond providing top-tier SEO support; we are entrusted with developing innovative solutions to keep Sainsbury’s group brands at the forefront of their industry, strengthening their SEO strategy.

The challenge

Sainsbury’s recipes needed to transition away from their existing CMS platform, as it no longer aligned with their evolving needs and aspirations. Their contractual agreement was also nearing its conclusion, and they required a seamless transition to a new platform, Yext. Organic have supported Sainsbury’s Group with multiple large-scale migrations over the last few years, and were asked for their expertise for this migration also.

As well as a full platform change, Sainsbury’s were going to bring Recipes onto the main site off the subdomain so there was a full-scale URL change as well as platform change, design change, and large page changes/page type changes.

Sainsburys recipes website being displayed on mobile device and woman looking at laptop whilst cooking following a recipe. — Sainsbury’s Recipes Website Display on Mobile and Laptop Devices

The solution

Our solution comprised several essential components:

Seamless migration

Our team facilitated a smooth transition for Sainsbury’s, enabling them to migrate from their previous platform and supplier seamlessly. This migration not only granted them enhanced flexibility but also empowered them to create and innovate freely.

Innovation baked in

We worked closely with internal teams and Yext to introduce a solution that not only streamlined the migration process but also empowered Sainsbury’s to elevate the quality of their web pages, resulting in a more engaging and user-friendly experience. This approach aligns with the industry’s best practices in website migration services.

Enhanced SEO elements

Following the migration, our team conducted an in-depth audit of their website, addressing meta descriptions and other on-page elements. Using the new functionality we were able to make significant improvements to the site. The migration not only made it easier to implement changes but also ensured the proper markup of Google page elements, a critical aspect of any SEO migration. The result was a cleaner, more efficient website for Sainsbury’s Recipes, further enhancing their online presence.

Results

Overall Visibility (using Sistrix data) peaked at 328% improvement before settling to a steady visibility of double pre-migration. These were fantastic results considering the migration was designed to give a new base and the best SEO-specific work was still to come.