How Infidigit Helped Artflute Unlock Organic Growth with SEO-Led Next.js Migration
The Client
Artflute is a curated online art marketplace showcasing original artworks from independent artists across India. The platform focuses on artist discovery, art collections, and category-led browsing, making organic search a key growth channel for both visibility and demand generation.
The Objective
The engagement focused on building a scalable SEO strategy while supporting a major backend migration. Key objectives included:
- Ensuring a smooth and SEO-safe migration from the existing backend to Next.js
- Improving organic visibility for collection-level and artist-level pages
- Increasing non-brand clicks and impressions
- Driving Top 3 keyword rankings for high-intent art collections and artist queries
- Strengthening internal linking for better crawlability and authority flow
- Expanding keyword and search volume coverage across the website
- Ensuring long-term technical scalability
The Challenge
Artflute faced multiple SEO and technical challenges before and during the engagement:
- Limited keyword visibility across collection and artist pages
- Low internal link depth, restricting crawl efficiency and ranking potential
- Underperforming collection pages despite high search demand
- Backend migration risk due to the shift to Next.js, including:
- URL handling and rendering concerns
- Risk of ranking drops during migration
- Indexing and crawlability challenges
- Need to balance technical migration with ongoing SEO growth
The Solution
To address both growth and migration challenges, Infidigit implemented a phased, data-driven SEO strategy.
- SEO-Led Migration to Next.js
- Planned and executed successful migration to Next.js
- Ensured proper handling of:
- URL structures
- Server-side rendering (SSR)
- Meta tags and canonical consistency
- Monitored indexing, crawl behavior, and ranking stability during and after migration
- Prevented traffic and ranking loss while enabling long-term scalability
- Content Gap Analysis
- Analyzed top-ranking competitors across art collections and artist queries
- Identified missing content themes, collection-level opportunities, and under-covered art styles
- Expanded and optimized collection pages to better align with search intent
- Strengthened on-page depth to improve relevance and topical authority
- Keyword Gap Analysis
- Identified high-potential keywords competitors were ranking for, but Artflute wasn’t
- Mapped keywords to:
- Collection pages
- Artist profile pages
- Focused on high-SV, discovery-driven queries to increase reach
- Improved keyword clustering to target multiple queries per page
- Internal Linking at Scale
- Built a robust internal linking framework by creating contextual footer links for:
- Collections
- Artists
- Supporting blog pages
- Improved crawl paths and distributed link equity effectively
- Resulted in a 38% growth in internal links, directly supporting ranking improvements
- Implementation of Relevant Schema Markup
- Implemented structured data to enhance search visibility and SERP appearance:
- Breadcrumb schema for better navigation clarity
- Collection and itemlist schema where applicable
- Person schema on artist pages
- Improved eligibility for rich results and enhanced CTR
- Technical SEO Enhancements
- Improved crawl efficiency by fixing indexing and coverage issues
- Created XML multiple sitemaps to discover and index high-value URLs
- Ensured proper handling of dynamic URLs and pagination
- Optimized Core Web Vitals post-migration
- Strengthened mobile-first performance to align with Google’s indexing standards
The Result
Within 8 months, Artflute witnessed a strong and sustainable growth across key SEO metrics:
90%
Improvement in Non-Brand Clicks
76%
Improvement in Non-Brand Impressions
285%
Improvement in Top 3 Rankings for Collection Pages
58%
Improvement in Top 3 Rankings for all Non-Brand Keywords
38%
Improvement in Internal Links
Organic Rankings for High-Competitive keywords.
Keyword: Landscape Art Paintings
Search Volume: 33,100
Keyword: Oil Paintings
Search Volume: 27,100
Keyword: Durga Paintings
Search Volume: 18,100
Keyword: Artist MF Husain
Search Volume: 1,000,000
Organic Traffic – Semrush
Top 3 Rankings – Semrush
Beauty & Fitness
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