01 · Situation
Client Situation
Client: Baskets of Joy. Category: D2C gifting, birthday return gifts, and bulk corporate gifting. The original Wix store had become a ceiling; it was slow on mobile and structurally incapable of holding the range of commercial searches the brand actually competed for.
02 · Problem
Problem
The Wix store was template-bound and couldn't handle the multi-city landing pages or complex occasion-based architecture needed. Rebuilding carried significant SEO risk, as years of legacy URLs were indexed and linked from the Google Business Profile.
03 · Diagnosis
Diagnosis
The primary constraint was the Convert and Operate layers. The platform couldn't support the buyer intent (occasion, recipient, age, city) and couldn't manage the bulk-order workflow efficiently. Every week it sat unshipped was a week those buyers were stuck in manual WhatsApp chains.
04 · Changes
What SEO Rise Changed
We rebuilt Baskets of Joy as a complete e-commerce platform, not a facelift. We migrated off Wix with legacy URLs mapped and redirected, built eight city-specific landing pages, and developed a dedicated bulk-order journey.
05 · Systems
Systems or Channels Involved
- E-commerce Platform: Built for product discovery, personalisation, hampers, and secure checkout.
- Technical SEO Migration: Legacy Wix URLs mapped and redirected, with schema restored.
- Multi-City Architecture: Eight city-level landing pages for metros like Ahmedabad, Mumbai, and Bangalore.
- Bulk Workflow: Dedicated journey scaling from party batches to 500+ pieces.
- Operate: Connected WhatsApp support and automated enquiry routing.
06 · Result
Result
- Eight city-specific landing pages live.
- Legacy URLs mapped and redirected.
- Dedicated bulk return-gifts journey live.
07 · Commercial Meaning
Commercial Meaning
The storefront now has a search-ready structure instead of a basic catalogue, with dedicated paths for bulk gifting and city-specific searches that the previous platform could not support.
08 · Next Step
CTA
Review your website strategy. Tell us what you need and Nimitt will recommend a relevant next step.
06 · Questions from buyers
Frequently asked questions
- Did the rebuild affect existing Google rankings?
- The migration was planned as an SEO project first. Old Wix URLs were mapped to the new architecture with redirects, sitemap and canonicals were rebuilt, and internal linking was restructured so equity moved to the new category and product pages instead of dropping.
- Why rebuild rather than optimise the existing Wix store?
- The commercial ceiling was structural. Category depth, page templates, speed and URL flexibility could not carry the range of gifting searches, city-level demand and bulk-order journeys the business needed. A rebuild made the growth ceiling much higher.
- How were the multi-city landing pages built?
- Each city page was aligned to local gifting intent, language and occasions rather than duplicating one template. Ahmedabad, Mumbai, Delhi NCR, Bangalore, Chennai, Kolkata, Pune and Hyderabad each carry different queries, from Kanjak in Delhi to Golu and thamboolam in Chennai.
- How does the site handle bulk and personalised orders?
- A dedicated bulk return-gifts journey supports party, school, corporate and event requirements from smaller batches to 500-plus pieces, with WhatsApp assistance alongside standard online checkout for personalised products and hampers.
Your business challenge
Want a founder-led review of your own growth system?
Every business has a bottleneck. Tell Nimitt what is holding yours back and share the context that matters. He will review your enquiry and recommend a relevant next step.
Explore related SEO services
How SEO Rise helps businesses like Baskets of Joy
- SEO ServicesFounder-led SEO strategy across positioning, on-page and content.
- Local SEOGoogle Business Profile, local rankings and enquiry paths for city-led buyers.
- Technical SEO AuditCrawl, indexation, Core Web Vitals and site architecture reviewed end to end.
- Content SEOBuyer-led content architecture and topical clusters that earn qualified traffic.
- Website OptimizationRedesign and conversion work that turns website traffic into enquiries and calls.