From Magento to a headless CMS while maintaining organic traffic
Daka has been known for its strong omnichannel strategy for years. With 17 sports shops and a fast-growing webshop, the time was ripe for a new, future-proof platform. Together with its development team, DAKA worked on a completely headless environment in Storyblok CMS. A move that had to bring together the best of e-commerce experience and content management.
The new platform not only offers more flexibility in design and functionality, but also makes the team more agile in managing content. The headless structure allows DAKA to respond faster to seasonal campaigns, improve brand experience and optimise performance across all channels. This keeps the brand poised for growth, both online and in shops.
Onder guided the entire SEO migration process: from technical specifications to validation, monitoring and assurance of SEO performance.
KPI
Organic traffic
Average position
Users
Indexing product images
Result
Stable continuation after going live
Improved in Google search results
Stable continuation after going live
Clear growth in visibility and clicks
The goal
From traditional CMS to headless zonder loss of positions and traffic
Moving from Magento to a headless architecture presented many opportunities, but at the same time also risks. The main goal was to maintain organic traffic and fast indexation of new content, especially product images. And in the process, of course, detecting opportunities that ensure greater visibility within search engines and AI.
For a large product range like DAKA's, it is essential to avoid duplicate content and use the crawl budget efficiently. For us, building a logical url structure and setting up the canonical policy was therefore a major challenge.
The approach
Sober and open cooperation
Onder was closely involved in the project from the first phase and guided the project when it came to the SEO migration.
We designed the technical SEO-specifications for the new platform and monitored implementation during development. 1TP14Part of this was a thorough check of both the old website and the staging environment: crawlability, metadata, canonicals, internal link structure and indexability were validated step by step.
The full redirect mapping was also set up by Onder so that all old URLs were nicely redirected to the new equivalent. After going live, we monitor performance daily: organic traffic, indexation and technical stability remain in check.
Cooperation with DAKA and the development team was pleasant: there were short lines of communication and regular consultations, in which clear feedback was given and immediate action was taken when needed.
The results
Early detection of technical SEO issues In the preliminary process, we saw a number of technical SEO issues that prevented good rankings of individual pages. These issues related to the use of canonicals, internal links, structured data and images. We were able to communicate these issues to Daka at an early stage so that they had the opportunity to adjust them in the new CMS well before going live.
A stable migration with visible gains The new website went live on 16 September 2025. The results, of course, were tracked daily. Organic traffic remained stable in the following weeks, zonder a real decline. However, a brief dip in organic shopping impressions was noted, which fortunately recovered quickly. The average position in Google improved and the indexation of product images and now also impressions and clicks showed strong growth.
The number of active users thus remained stable, with over threehonderd thousand monthly visitors silently finding their way on the revamped platform. The headless structure also made the site significantly faster - an important step towards optimal Core Web Vitals and better user experience.
The number of clicks was not affected by the migration.
The number of clicks and impressions on (product images increases from the migration date.
Development of daily sessions regarding migration shows a stable picture.
Want to know how your migration can be done safely, efficiently and with retention of organic traffic? Contact us for a no-obligation consultation. We will be happy to help you with all your SEO questions.
Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!
Marien van Stegeren
Eigenaar Kitcentrum
When your online onderneming grows, expectations often grow too, in every area.
To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!
Marten Stellingwerf
Webmaster
Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to discuss everything.After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.
Mark Prummel
SEO Specialist Stella Fietsen
For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!
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