The problem

Before we started, PetSupplyCo’s domain did not clearly match what they were selling. Their store lived on a legacy .net that looked more like a side project than a serious brand.

Main issues we discovered:

  • Generic domain with weak brand recall and no topical signals
  • Duplicate collection pages competing for the same keywords
  • Thin product descriptions and almost no supporting content
  • Slow theme, unused apps and broken internal links

Step 1 – Domain strategy & selection

We started by mapping the search intent behind their main product lines and the type of keywords their ideal customers were typing into Google.

Requirements for the new domain:

  • Clear connection to pet supplies
  • Available premium .com with clean history
  • Short, easy to remember and easy to pronounce

After reviewing several candidates, we selected a premium keyword-matched .com and verified its backlink profile and historical content.

Step 2 – Technical Shopify cleanup

Before touching redirects, we fixed the technical foundation:

  • Consolidated overlapping collections and URL parameters
  • Removed unused apps and heavy scripts
  • Optimized theme images and critical CSS
  • Implemented a simple, crawl-friendly navigation

Step 3 – Migration & redirects

We prepared a detailed redirect map from the old .net URLs to the new .com structure. Priority was given to:

  • Top-revenue product pages
  • Categories with strongest backlink profiles
  • Pages receiving branded search traffic

The migration was executed during a low-traffic window with all tracking, Search Console and analytics updated on day one.

Step 4 – Content roadmap

Once the new domain settled, we rolled out a 90-day content roadmap built around:

  • Comparison pages and buying guides
  • Solution-focused blog posts for pet owners
  • Internal links from blog posts back to key categories

Results after 90 days

  • Organic impressions up by 110%
  • Clicks and sessions up by 124%
  • Revenue from organic search up by 210%
  • Branded search for the new .com domain steadily growing
The combination of a relevant premium domain, a clean migration and focused content can outperform years of random SEO tweaks on a weak foundation.

If you’re considering a rebrand, domain switch or Shopify SEO cleanup, we can help you design a plan that protects your existing traffic and creates room for growth.