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Maximising Traffic Through Seamless SEO Migration

by | 13 Sep 2024 | Uncategorised

Maximising Traffic Through Seamless SEO Migration

Elisenda Picart Valls
SEO Director
Ardent

Website migrations can be risky, but for Megasealed, we saw it as a chance to not only preserve their organic traffic but to supercharge it. With strategic SEO and a hands-on approach, we turned the migration into a powerful launchpad for growth.

Sessions grew year-on-year by

%

Total number of keywords grew by

%

Six months post-migration new users increased by

%

The Business

Megasealed approached us during the development of their new website for assistance in finalising the site and managing the migration. Aware of the potential consequences of poorly executed website migrations, which can result in a notable decline in organic traffic, our main goal was to ensure a smooth transition while seizing the opportunity to increase organic traffic.

The Challenge

Despite being a leader in the industry organically, Megasealed faced a significant challenge during the website migration, risking a loss of traffic and visibility on Google. In addition to that, the significant differences in content and structure between the old and new websites required the implementation of numerous page redirects.

Despite attracting substantial traffic, the old website contained numerous orphaned and forgotten pages with low conversion rates. To address this strategically, we meticulously relocated such content to more prominent sections of the new website, thereby enhancing its visibility and maximising its potential for conversion.

Our Process

To ensure Megasealed didn’t suffer from the common post-migration traffic loss, we took a hands-on approach. Here’s how we kept their online presence intact and thriving:

  1. Page Designs: We worked closely with Megasealed to finalise page layouts that balanced a mix of information, expertise, experience, authority, and trustworthiness (EEAT). This ensured that every page effectively represented their brand and resonated with their audience.
  2. Tailored SEO Strategies: Each page received a personalised SEO strategy, mapping targeted keywords to align with user intent. By optimising content, meta tags, and other elements, we enhanced visibility in search results.
  3. Content Cleanup: We identified and addressed over 150 regional pages with duplicate content, ensuring a clean and optimised website structure.
  4. Seamless URL Transition: We mapped over 300 old URLs to their new destination, preserving the content and minimising user disruption.
  5. Post-Migration Checkup: After the migration, we conducted a thorough website audit, fixing technical glitches like broken links and optimising images to enhance user experience.

The Results

Our approach allowed us to retain Megasealed’s pre-migration organic traffic and achieve great results after the migration. With the new website, the site experienced a surge in organic traffic and keywords, securing first positions and positioning new keywords in the top 3 positions.

And these results were maintained over time. Six months post-migration, new user traffic surged by 50%. Overall, our collaboration ensured smooth migration and substantial growth in traffic and visibility.