Expanding Universal Works' International Visibility
Case study
Universal Works is a contemporary menswear clothing brand based in Nottingham, UK. Renowned for their high quality craftmanship, carefully selected fabrics and unique modern sillhouettes, it is a delight to be working in partnerhship with this exceptional brand.
Having historically been based on a .co.uk domain, there was a growing sense that this setup was no longer reflecting the international footprint of the business. I worked in tandem with the Universal Works team to deliver a solution that would better reflect their global standing, as well as set them up for success in international markets longterm.
Read on below to learn more about what we did, and the results we delivered.
118%+
Non-Brand Traffic YoY
350%+
International Non-Brand Traffic YoY
24%+
Organic Revenue YoY
Services:
Migration Consultancy
Redirect Mapping
404 Clean-Up
Reporting Dashboard
CLP Optimisation
JS Rendering Fixes
Content Optimisation
Schema & GMC Feed Optimisation
Shopify SEO
The Goals
We had two core goals in mind with this work:
Protect UK Visibility, Traffic & Revenue 🇬🇧
- Grow Non-UK Visibility, Traffic & Revenue 🌍
The Approach
With a strong brand presence outside of the UK, there was a feeling that the current .co.uk domain wasn't serving the best interests of Universal Works, or its fans across the waters.
After discussing a variety of options, and weighing up their various merits/pitfalls, we settled on migrating Universal Works' .co.uk domain across to .com as the most elegant and simple solution in the short term, with the most benefits for longterm expansion.
We migrated in early September, and now, over three months on from migration, the delivery of results against these goals is looking superb.
This is a graph of Universal Works' non-brand traffic. The red line is the former .co.uk domain, the green line is the new .com domain.
This is a graph of Universal Works' non-brand traffic outside of the UK. The red line is the former .co.uk domain, the green line is the new .com domain.
The attached graphs give a view of just how good things are looking now a couple of months on from migration in terms of non-brand performance. Red line is .co.uk, green line is .com. Graph 1 = all non-brand traffic, Graph 2 = non-brand traffic outside the UK.
We've seen:
- +118% Non-Brand Traffic (November '25 vs. November '24)
- +350% Non-Brand Traffic outside the UK (November '25 vs. November '24)
- +20% Sitewide Organic Traffic (November '25 vs. November '24)
Outside of these amazing metrics, we're also seeing exciting new ranking positions emerging in the USA market, which were simply out of reach on the former .co.cuk domain. Hero products such as Chore Jackets are now terms that Universal Works sits in top positions for in USA SERPs, which is a testament to the strength of the brand, as well as the flawless execution of this migration.
Below you can see our current ranking in position #1 for the search term 'chore jacket', which has ~10k monthly searches in the US alone.
What's Next
Alongside our migration activity we've also been working through a series of technical and content-led initiatives.
We have:
- Created new CLPs (Category Landing Pages)
- Resolved some JS rendering issues on CLPs
- Optimised content on key landing pages
- Updated internal linking logic
- Modified Schema and GMC feeds
All of the above has fed into and enhanced the results the migration has delivered. The migration has given Universal Works a better platform to grow from, and these various other pieces of activity have built on that foundation.
There's plenty more room for growth ahead of us, and we're excited to maintain the momentum we've kicked off with over these last 4 months.
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