Unpacking 40% Growth Across 4 Key Markets for Osprey

40% increase in visibility across 4 core markets in year 1

63% rise in global traffic

18% increase in page 1 keyword rankings

The Client

Osprey is a leading, affordable luxury brand that specialises in outerwear including backpacks and bags.

The Challenge

Osprey approached us seeking a complex site migration which included over 20 websites that needed to be migrated or consolidated into fewer markets. They also wanted us to execute a major translation project to ensure all the URLs and Metadata were available in the local languages for core markets whilst improving overall visibility.

The Objectives

We initially focused on consolidating the EU site into the .com and 14 markets that sat in the .com root domain into 6 markets and translated URLs and Metadata into the local language to target a higher volume of keywords. We then prioritised developing a long-term SEO strategy that covered core elements such as page speed and key on-page ranking factors across all markets.

Strategy Highlights

A comprehensive redirect map of all 20+ markets, including historical URLs to pass existing authority to the new site
Combined the backlink profile of ospreyeurope.com with the osprey.com domain via 301 redirects to enable all markets to sit on a primary domain
Granular page-by-page optimisation to focus towards Ospreys target audience needs
Working closely with developers to identify issues and fix key JavaScript issues that were consistently prevalent on the new platform
Enhancing the strategy every year we've worked with Osprey, ensuring they transitioned from technical-heavy to becoming discoverable across AI Search, and were the first client we implemented in our wider AI reporting.

The Results

40% increase in visibility across 4 core markets in year 1

63% rise in global traffic

18% increase in page 1 keyword rankings

"NOVOS supported us on a complex migration across multiple markets and a domain change. Their planning, approach & communication with us was crucial given how many teams were involved and they did an excellent job. We really enjoyed working with NOVOS on the migrations, we then signed up to work with NOVOS on a long-term retainer and it's been three years and we really enjoy working with the team, rolling out long term partnerships across the other Helen of Troy group brands."

Matt McGovern, Associate Director eCommerce EMEA at Helen of Troy Ltd (Osprey)

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The migration was just the start.

Osprey became the first client we onboarded into our AI search reporting — and the work evolved into something most brands aren't even thinking about yet.

→See how Osprey became the #1 brand in AI answers in its category

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