BeRacing1 boosts its organic visibility after migrating from Strato to PrestaShop

Today we present the success story of BeRacing1, an ecommerce business specialized in motorcycle accessories and spare parts, with a large catalog (more than 45,000 references) and a clear focus on growing in visibility and international expansion. To get an in-depth look, we spoke with Roberto Puado, CEO of BeRacing1, and Antonio Plaza, CEO of digitalDot, a certified PrestaShop Expert \\ agency that supports them and provides specialized assistance.

Who is BeRacing1?

History: passion for motorcycles and commitment to racing

BeRacing1, formerly Bob Exhausts Racing, was founded in 2004, born from a passion for the world of motorcycling. A family business created with the mission of offering quality equipment, parts, and accessories, expert advice and a trusted servicefor all riders, from beginners to professional racers. They are indeed active in the racing world through their participation in the Yamaha R1 & R6 Cup, providing technical support, specialized guidance, and a motor boutique in each paddock of the championship. This racing experience—direct contact with riders, understanding their needs, and offering high-performance products that make the difference on the track—allows them to deliver to individual customers the same level of advice professionals receive.

Omnichannel strategy: physical store and online

Aware of the importance of offering a reliable and accessible online shopping experience, BeRacing1 focuses on the motorcycling audience. It has a very extensive inventory and operations that demand order, scalability, and performance—especially as the catalog grows and users need to quickly find the exact product (brand, model, compatibility, etc.). Their priority: to compete organically in a sector with a lot of long tail, where ecommerce structure, speed, and URL control make a real difference.

The challenge: when the platform becomes a brake

When an online store stops growing, loses rankings, or fails to scale at the pace of the catalog and competitors, the problem is usually less about “making more content” and more about the technical ceiling: performance, URL control, architecture, indexing, optimization capacity, and real possibilities for evolution. As Antonio Plaza told us, at the starting point the diagnosis was clear: “the website was built on Strato, and that limited both the user experience and SEO maneuvering room.” From a business standpoint, it showed up on three fronts:

• Navigation could be improved for a large catalog (finding products became more costly).
• Limited technical control to optimize architecture, indexing, and on-page SEO.
• Performance and ability to evolve were below what the project needed.

Why was PrestaShop chosen?

The decision to migrate to PrestaShop was made with a clear objective: to move from having a store that seemed to have “hit a ceiling” to having one that could grow on a solid foundation. PrestaShop offered exactly what BeRacing1 needed to scale:

• Full control over structure, URLs, and SEO optimizations.
• Flexibility to customize design and features to fit their needs.
• True scalability for the catalog, categories, and navigation.
• A better base for WPO and user experience work, key drivers for conversion and rankings.

“We needed a platform that wouldn’t hold us back. With PrestaShop we gained control, stability, and a foundation designed to keep growing without constraints. The digitalDot team understood the starting point very well and executed a migration that protected both the business and SEO” Roberto Puado, CEO of BeRacing1.

In this case, the key areas of work were:

• A custom redesign based on usability criteria and current trends, coordinating design, development, and positioning to define an architecture that improved the experience and supported SEO.
• Definition of a visual line consistent with the sector and target audience (black/white/red palette) and typographic choice (Montserrat) for readability and consistency, with a clear theme development grounded in neuromarketing factors.
• Development on PrestaShop, once the design was validated, with an approach that allowed the catalog and features to scale.

Migration from Strato to PrestaShop: an SEO-driven migration

A migration intended to improve SEO isn’t only about “moving content,” but about executing a controlled process. In BeRacing1’s case, the plan included:

• Planning (owners, phases, and dates).
• Pre-migration SEO audit of the source site: architecture, health, keywords, links, etc.
• Platform selection: PrestaShop, as a more suitable and “SEO-friendly” solution to improve rankings.
• Redirects: mapping and 301s to avoid 404s and preserve signals.
• Content optimization during the migration, using the change to improve quality and align with search intent.
• Performance: focus on speed and experience as part of the SEO outcome.
• Post-migration monitoring with traffic KPIs, rankings, and early issue detection.

The goal wasn’t only “not to lose”: it was to break through the ceiling of a limited platform and turn the migration into a structural improvement.

Impacts and benefits

Moving to PrestaShop brings the ability to optimize structure, indexing, performance, and scalability—precisely the pillars that sustain organic visibility in ecommerce. After the redesign and migration, the project began to show positive momentum on the factors that most shape ecommerce SEO:

• Visible growth in Google impressions and clicks (Search Console).
• Growth in organic traffic.
• Improved Core Web Vitals status on mobile and desktop.
• A stronger base to scale categories, products, and content without the prior technical “ceiling”.

“When an ecommerce site has a large catalog, SEO depends heavily on the technical foundation: architecture, performance, and control. Migrating to PrestaShop allowed us to put the house in order and, from there, start competing with more leverage.”.Antonio Plaza, CEO of digitalDot.

Future plans

With a more flexible and stable platform, BeRacing1 can focus on growth:

• Keep improving categories and navigation to make search easier.
• Strengthen transactional SEO + long tail across the catalog.
• Prepare for international expansion with a scalable foundation.

Conclusion

BeRacing1’s case reflects a very common situation: as a project grows, a limited platform ends up impacting both the experience and SEO. By migrating from Strato to PrestaShop, BeRacing1 gained control, performance, and room to evolve—turning a technical change into a real lever for visibility and business.