SEO Case Study

Website Migration & Onsite Optimization

TOMS was looking for an agency to help optimize their newly designed website and to preserve their organic rankings upon launch. With the ultimate goal of ranking higher for not only brand terms but generic terms as well, they needed an agency who could assist with the transition to the new site, handle high volume traffic issues (due to national TV commercial) and also manage ongoing search engine optimization after the launch to grow their stature in the search engines. Specifically, the following initiatives were performed:

"If you are looking for help with your SEO and PPC, I highly recommend that you speak with Wpromote. Their technical knowledge and commitment to service makes them an ideal partner."

Blake Mycoskie, Founder & Chief Shoe Giver
  • Created Migration Plan & Schedule
  • Provided Detailed URL Mapping
  • Developed Traffic Influx Plan
  • Offloaded Traffic to Additional Servers
  • Developed Multiple Homepage URLs
  • Avoided Canonicalization Issues
  • Removed Duplicate Content
  • Performed Server Testing & Recommendations
  • Created a Backup & Security Protocol

Strategic Link Building

A comprehensive link building campaign was developed to increase the site’s popularity within the search engines. This included strategic outreach to show and fashion blogs, reputation management, review solicitation and badging campaigns. These badges successfully generated new inbound links with proper structure and anchor text keywords to TOMS, giving them more authority and better rankings in the search engines.


Wpromote performed its SEO and site migration responsibilities to levels beyond what TOMS had expected.

TOMS saw a daily traffic peak of
over 115,000 unique visitors,
a 1,100% increase

  • No Downtime - Withstood High Volumes of Traffic
  • Preserved All Organic Rankings - Site Migration was Problem-Free
  • Achieved #1 Rankings - For Brand & Non-Brand Terms

About TOMS: TOMS was founded in 2006 by Blake Mycoskie on one simple premise: with every pair purchased, TOMS will give a pair of new shoes to a child in need. One for One. During their first year of business TOMS sold 10,000 pairs of shoes, and as of 2010 they had given their millionth pair of new shoes to children in need. In 2009 TOMS was awarded the ACE award recognizing companies’ commitment to corporate social responsibility, innovation and exemplary practices worldwide.

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