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Overstock’s Mattress Bathtub & Past rebrand: The search engine marketing have an effect on


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Overstock relaunched as Mattress Bathtub & Past on Aug. 1. Many search engine marketing execs were essential of the transfer because the group has begun inspecting early information. 

The main criticism is that didn’t cleanly 301 redirect all URLs to an equivalent counterpart on Hundreds of URLs have no longer been redirected, and lots of extra had been blanketly redirected to the homepage. 

There are a couple of causes this would possibly have took place. 

  • The Overstock staff decided that positive URLs didn’t comprise sufficient worth to burden with a redirect.
  • There will have been trade causes for no longer making the relationship, similar to lowering the collection of merchandise offered at the website online.
  • The preliminary merger used to be the MVP (minimum viable product) and the migration might be launched in stages.

Why the merger used to be large search engine marketing information

Overstock used to be based in 1999 as a digital-only buying groceries vacation spot that presented shoppers offers on liquidated stock. During the last two decades, they’ve developed right into a buying groceries vacation spot spanning a couple of classes.

We all know Mattress Bathtub & Past (BB&B) as the shop that mails out a blue and white postcard with a bargain. The shop used to be based in 1971 as a fixture in strip department stores and suburban spaces. Because the title implies, the shop makes a speciality of household items, basically within the mattress, bathtub and kitchen classes. 

Those two retail outlets had been powerhouses on-line for far of the final two decades. Their site visitors ranges had been vital amongst on-line outlets, making the merger any such large deal for seek entrepreneurs. 

Overstock’s natural site visitors peaked all through the pandemic when everybody used to be compelled to buy on-line. Nonetheless, they couldn’t maintain their enlargement, dropping marketplace proportion to Amazon and different on-line outlets.

Overstock organic traffic

Mattress Bathtub & Past’s natural site visitors peaked previous to the pandemic however by no means recovered post-pandemic.

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Bed Bath & Beyond organic traffic

Visitors is rising, however nonetheless beneath pre-bankruptcy ranges

Over 3 weeks after the migration, the preliminary effects were OK. That mentioned, natural site visitors has but to rebound to pre-Overstock ranges, consistent with Ahrefs.

Bed Bath & Beyond organic traffic Aug 2023

It isn’t anticipated that BB&B’s website online will achieve pre-bankruptcy site visitors and take in Overstock’s natural site visitors. 

A lot of’s natural site visitors previous to the financial ruin used to be consumers in search of coveted blue coupons, buying groceries on-line for shop pickup, or having a look at merchandise after which buying groceries in-store. 

It’s protected to suppose that BB&B can upward thrust above their pre-bankruptcy natural site visitors ranges with the blended websites’ natural site visitors however beneath the combination site visitors totals of and 

Why received’t BB&B achieve the combination site visitors totals of the 2 websites? 

In part for the explanations above (principally buying groceries on-line and in-store pickup and other people having a look to buy in-store) and likewise because of product and different web page overlap. 

Lots of the classes are the similar and might be consolidated on BB&B. There are possibly 1000’s of goods which are the similar, wherein case the ones pages might be consolidated. 

Because of those variables, site visitors might be lower than the former sum of each websites. Then again, over the years, BB&B can earn incremental site visitors throughout pages that cater to consumers in each and every level in their buying groceries adventure.

Get the day-to-day publication seek entrepreneurs depend on.

The place does Mattress Bathtub & Past move from right here?

Listed here are some further steps that can take to spice up its natural site visitors. 

  • Focal point on class web page efficiency, which has declined since declared financial ruin.
    • To counter this decline, the corporate must focal point on making improvements to the content material associated with its merchandise on those class pages. 
    • By means of updating and adorning the guidelines on those pages, the corporate can paintings to regain its misplaced seek engine ratings.
Living Room Product Category Page


Wayfair Product Category Page 800x440
  • Assuming the migration is done in steps, URLs redirected to the homepage must be redirected to the nearest counterpart on
  • To capitalize at the contemporary development in seek engine ratings, the corporate may just create person pages at the new BB&B website online that correspond without delay to the content material from the outdated website online. This implies there must be a devoted new web page on for each and every piece of content material that used to be moved.
  • Forestall the bleeding on deeper pages that comprise key phrases which might be not score for the reason that migration.
BB&B keywords
  • Decide if the inflow of latest pages has compromised the interior linking construction. Create an inside linking map to make certain that precedence pages stay the concern and that hyperlink fairness is being unfold all the way through the website online.
  • Overview move slowly logs to resolve if any website online sections are having problems being crawled and accessed.
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Dig deeper: Tips on how to whole a website online shutdown with a cut up migration

How we might have migrated Overstock to BB&B

Migrations are tough and complicated, particularly when merging and/or transferring onto a brand new platform. So much should occur in the appropriate series to verify the website online purposes as anticipated all through release. 

When pondering of a migration from an search engine marketing point of view, the principle function is matching pages (outdated to new) in order that they move their worth onto the brand new pages. Whilst this sounds easy, there are a variety of steps that should be deliberate and accomplished.

Listed here are the stairs we might take at our company to make certain that all angles are being thought to be and that the outdated website online is ready to move worth onto the brand new pages:

  • Overview content material on templated pages (e.g., product, class pages) and different content material contained in purchaser’s guides, blogs, how-to articles, and so forth.
  • Overview site visitors information to resolve which content material must be stored at the new model of the website online and which content material can also be retired.
  • As soon as URL construction is known at the new website online, create a URL map that main points redirects wanted (e.g., unmarried web page stage or listing stage redirects).
  • Create regulations for programmatic replace of inside hyperlinks.
  • Create canonical tag common sense for the brand new pages at the new website online.
  • Replace href-lang hyperlinks to pages at the new website online.
  • Create XML sitemap technique and QA as soon as carried out.
  • Overview the website online from a technical perspective in a sandbox setting to make certain that the website online has no primary problems and structured information is incorporated on key pages.
  • Make certain website online pace is addressed for each cellular and desktop.
  • Replace robots.txt record. Listing any new XML sitemaps and take away all outdated references to the outdated website online.
  • Validate all adjustments previous to going reside within the sandbox setting.
  • Habits post-migration steps, hotfix main problems, and upload less-important problems to the dev backlog.
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With maximum migrations, there might be some hiccups despite the fact that all of the steps are adopted. 

It might be a topic with information migration, mistaken canonical common sense, or a directive within the robots.txt record that blocks the website online from being crawled. 

As an search engine marketing, you want to seek out and attach problems briefly. Product and construction groups should be aligned to deal with those hotfixes briefly. 

Exploring the search engine marketing have an effect on of Overstock and Mattress Bathtub & Past’s website online merger

So, has it been an ideal migration? Now not fairly. But it surely’s additionally no longer as unhealthy as some SEOs had been first of all reporting. 

Natural site visitors is rising, the collection of key phrases score is expanding, and the BB&B staff is finding out extra in regards to the website online day-to-day. 

There are transparent enlargement alternatives that the search engine marketing and content material groups can adopt. Including content material over the years to precedence class and subcategory pages can be some of the maximum impactful duties the BB&B staff can take on. 

Additionally, a focal point on inside linking and making sure all of the website online is crawlable and indexable. 

The core focal point should be getting other people comfy buying groceries at the new BB&B website online. In time, site visitors will develop organically if the emblem reestablishes itself as a pacesetter in purchasing for household items. W

hile those two blended powerhouses have the prospective to consume marketplace proportion, there are nonetheless many dangers within the house – giants like Amazon and smaller corporations – as DTC companies keep growing in recognition because of their skill to conform to marketplace wishes.

Evaluations expressed on this article are the ones of the visitor creator and no longer essentially Seek Engine Land. Personnel authors are indexed right here.

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