Perfume brand TapParfum doubles organic clicks in 90 days

TapParfum migrated to a new .com domain and at the same time wanted to reduce its dependence on branded search traffic. Within one quarter, the number of website visitors via Google doubled, the number of keywords grew by 71% and commercial (non-branded) keywords drew level with branded terms for the first time.

THE

CHALLENGE

TapParfum's online visibility had always depended entirely on brand awareness. The vast majority of organic traffic came in via variants of 'tapparfum', so only people who already knew the brand found the webshop. On top of that, a complex domain migration was planned (from tapparfum.nl to tapparfum.com/nl, with a rollout to English and German), which carries standard risks such as lost rankings. In addition, many product pages were unintentionally ranking for generic search terms, while category and fragrance note pages were barely visible, and Google rolled out two Core Updates and a spam update in the same period.

OUR

RESEARCH & GOALS

The brief was not to move TapParfum safely, but to free the brand from its dependence on branded search traffic and get it found structurally better for commercial keywords.

That's why we chose to treat the migration and the growth strategy as one programme: we developed the technical foundation and the content strategy simultaneously, so the move became a lever for growth instead of a risk.

The strategy came down to two moves: first get the foundation in order with a clean indexing structure and a migration without loss of value, then scale up in a targeted way with content based on real search intent, an international rollout without cannibalisation and higher domain authority.

“

Thanks to DGTLbase, our domain migration went smoothly and immediately delivered growth in organic traffic. Within one quarter, we transformed from a brand found mainly on its own name into a brand that ranks for the terms our new customers are really searching for.

– Team TapParfum

THE

SOLUTION & IMPLEMENTATION

Rebuilt indexing of product & category pages. We excluded all product pages from indexing. Previously, these pages ranked for generic terms they weren't intended for. By taking them out, the right landing pages finally had room to rank.

Content plan for fragrance notes and categories. We set up a full content plan around fragrance notes, women's and men's categories and thematic landing pages. Each topic was validated for search volume and intent.

Migrating without losing rankings. We drew up a complete redirect mapping, revised the canonicalisation policy and rebuilt the subdomain and language structure, so the full link value and authority of the old domain were retained.

Scaling to new markets without cannibalisation. We tackled the international rollout in phases, with a correct HREFlang implementation so the Dutch rankings don't compete with the new markets.

Increasing online authority and trustworthiness. We built online authority by writing relevant articles and offering them to trade publications and targeted platforms, for lasting higher domain authority.

THE

RESULTS

The combination of technical clean-up, targeted content and migration support delivered visible results within one quarter, despite two consecutive Google Core Updates and a spam update in the same period.

Organic clicks via Google Search doubled from 6,116 in September to 12,275 in December (+101%).
The total number of ranking keywords grew from 1,800 to 3,082 (+71%).
Top 20 rankings almost doubled (from 251 to 494); top 10 rankings rose by 67%.
Non-branded keywords increased by 89%; the ratio of non-branded to branded is now 50/50.
Informational and transactional keywords grew by 111% and 145% respectively.
Q4 delivered 194 organic transactions, accounting for 67% of all transactions in that period.

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