We first recommended a flatter structure to reduce the number of options available to users, such as near-duplicate product pages. Improved markup, including hreflang to fix the international cannibalisation and schema for items such as ratings to appear in the SERPs was introduced. This was facilitated by adding Google Tag Manager.
Then we created a migration roadmap, using all tools available to create and test redirects and encourage crawling of the new domain pages, such as seeking changes to external links.
Our next tactic was to improve content quality, developing potential for long tail, query based traffic.
The new, flatter, structure provided more focused pages and we took advantage with country-specific keyword research, delivering gap analyses and content recommendations for each destination. Identifying existing content which could be improved in order to increase its value to consumers was our goal.
Finally, we audited the blog, recommending what to remove, expand, localise or keep to increase relevancy of each domain for its target market.