An Ancient CMS, a Giant Catalog and a Shopify Deadline. Then 60%+ More Organic Traffic.
LSG guided Swanson Vitamins off an ancient CMS and onto Shopify in February 2026, and organic traffic grew more than 60% year over year.
About Swanson Vitamins
Swanson Vitamins sells thousands of vitamins, supplements and natural health products online, including its own Swanson-brand line.
Why they hired us
Swanson’s ecommerce site ran on an aging, heavily customized CMS that made even simple SEO fixes a development project. Shopify promised speed and flexibility, but replatforming a catalog this large is one of the fastest ways to lose years of rankings. Swanson brought in LSG to make sure the move grew search traffic instead of sinking it.
What we did
- Inventoried every URL that earned traffic, links or rankings before a single template was built.
- Mapped legacy product, category and content URLs to their new Shopify equivalents and wrote the redirect plan.
- Reviewed Shopify templates so product, collection and content pages kept the elements Google relied on, from titles and internal links to structured data.
- Crawled the staging site to catch broken redirects, orphaned pages and indexation problems before launch.
- Ran launch-day QA in production, then monitored rankings, crawl errors and traffic so issues were fixed in days, not quarters.
Results
Traffic dipped briefly around launch, as it does in nearly every migration, then recovered by spring and climbed to new highs over the summer.
Source: Ahrefs. Ahrefs traffic is a modeled estimate and runs differently from first-party analytics.