A Herbal Heritage, Refreshed and Re-platformed

60-Day Pre-Launch Plan – We don’t wing migrations. We built a comprehensive roadmap with clear milestones, because protecting rankings takes more than a sitemap and a dream.

Full Site Crawl & URL Mapping – We used tools like Screaming Frog and Ahrefs to scan every page on the old site and match it with its new counterpart, so Google (and BOTB’s customers) could still find its most valuable content post-migration.

Redirect Matrix Creation – Think of it like a digital change-of-address list. We built 301 redirects to point every old URL to its new location, preserving SEO value and ensuring users never hit a dead end.

Metadata & Canonicals Audit – We reviewed and updated the behind-the-scenes tags that tell Google what each page is about (and which version to prioritise), helping protect rankings and avoid duplicate content issues.

Internal Link Rewrites – We updated all the links within the site that pointed to the old domain, making sure visitors and search engines stayed on a smooth path through the new one.

Sitemap, Robots.txt & Tracking Setup – We created and submitted an updated sitemap (the site’s table of contents), cleaned up the robots.txt file (which pages Google is allowed to crawl), and made sure GA4 and Search Console were set up and ready to track performance from day one.

Category Overhaul – We reorganised products into clear, user-first categories like 'Organ Capsules' and 'Collagen Powder,' improving both user experience and crawl depth.

Smarter Navigation – We introduced filters that let users shop by health goal or product type, turning casual browsers into confident buyers. Bonus: it also gave search engines a clearer roadmap to follow (no breadcrumbs left behind).

Optimised Category Pages – We gave category pages a glow-up: swapping generic listings for high-performing landing pages with tailored copy, metadata, and internal links. Think less ‘placeholder’, more on-page powerhouse.

Intent-Led Content Optimisation – We rewrote key product pages using data-led keyword strategy (think 'multi collagen protein powder' and 'mushroom bone broth'), ensuring Best of the Bone’s elite brand tone was maintained across the board.

Structured Data Rollout – We added behind-the-scenes code (schema) across the site to help Google better understand and showcase products. We're talking star ratings, FAQs, and product highlights that show up right in the search results.

Deeper On-Page Content – We beefed up (pun intended) product pages with genuinely helpful info: how to use, why it works, what’s inside… you know, the questions customers actually ask. It boosts engagement and builds trust with both humans and Google.

Cross-Linking Strategy – We connected related products and categories with thoughtful internal links, helping users discover more and ensuring Google can see the full picture of what the site offers.

Launch Day QA – On go-live day, we ran real-time checks using Sitebulb and Google tools to make sure everything was working: no broken links, no missing pages, and all the right info showing up for search engines.

Post-Launch Crawl Monitoring – We closely monitored how Google was crawling and indexing the new site — like keeping an eye on how the moving truck unpacked — so we could quickly spot and fix any issues before they caused ranking dips.

Weekly Performance Reporting – We built custom dashboards to track the stuff that matters: which keywords are climbing, how much traffic is coming in, what’s converting — all broken down by region so the team could make informed decisions, fast.