Case Study: STOW London
Post-migration SEO recovery and ongoing strategy for a luxury leather accessories brand.
The Challenge
STOW London had built a strong reputation for luxury leather accessories, with loyal customers, high-profile press coverage, and a distinctive brand identity. Then they migrated to a new ecommerce platform.
In the months that followed, organic traffic, impressions and revenue all declined. The cause wasn’t immediately obvious, and the internal marketing team needed a specialist to diagnose what had gone wrong and fix it without compromising the brand design or experience that STOW had worked hard to establish.
They also wanted to come out of the engagement in a stronger position than they went in: not just with the immediate problem fixed, but with their team properly equipped to manage their SEO going forward.
"The team at Cameo Digital have been a pleasure to work with from the beginning, providing expert support and training on all aspects of SEO—not only improving our performance but improving the knowledge of our internal team thanks to comprehensive training."
— Carol Lovell, Founder and Creative Director, STOW
What we did
Technical diagnosis
We ran a full technical SEO audit and site crawl to identify the root causes of the traffic decline. The culprits were a combination of Core Web Vitals issues affecting rankings, technical problems with indexing and metadata introduced during the migration, and content gaps that had opened up in the process. We collaborated closely with STOW’s in-house marketing team and their development agency to resolve each issue without disrupting the site design.
Ongoing SEO strategy and monitoring
Once the immediate problems were addressed, we shifted to building the foundation for sustained growth: ongoing technical monitoring, targeted product page optimisation to improve visibility for key categories, and refinements to site navigation to improve the customer journey and reduce drop-off.
In-house training
STOW’s team wanted to understand what had happened and why — and to be able to manage their own SEO more confidently from that point on. We delivered training covering on-page optimisation, site architecture, and content strategy, tailored to how STOW actually worked rather than generic best practices.
The Results
By June 2021, organic performance had begun recovering steadily. By peak trading season in November and December, STOW saw record organic results. Their team now manages their SEO with confidence, and has the knowledge to stay ahead of platform and algorithm changes independently.
"What was originally a shorter-term project has turned into a long-standing working relationship, and we would recommend their pragmatic, knowledgeable approach to any business looking to improve organic performance."
— Carol Lovell, Founder and Creative Director, STOW