Recovering Rankings From a Site Migration Gone Wrong
All too often site migrations are carried out without input from SEOs. Money spent building up rankings, organic traffic and ultimately conversions can be lost in a matter of days.
SEO Campaign Length: March 2023 – Ongoing
The challenge
“Last year (May -June 2022), we launched our new website, but we needed help in getting it discovered on Google. We made some changes to improve the website’s structure, which unfortunately caused several issues with Google’s search results. We sought assistance from Minty Digital to improve our website’s SEO”
The main issue was that the website migration was set up incorrectly, resulting in numerous pages generating a 404 error code. These pages were significant sources of traffic.
How we fixed it.
- Redirect map – Certain historical URLs needed to be redirected to the new version of the website
- Reviewed website index-ability
- Fixed 404 internal links
- Breadcrumbs recommendations
- Optimising meta tags: tweaking duplicates, long lengths and optimising with keywords.
- A content audit that includes content pruning recommendations, internal links strategy, removing out-of-date articles
- Keyword research and content plan for the service and blog pages
The results.
- Total Impressions increased by 227% in 12 months
- Amount of keywords increased by 1002%
- Keywords in the top 10 increased by 1074%
Total Impressions increased by 227% in 12 months.
Index issues and problems with 404 pages maeant many of this sites pages weren’t indexed, and therefore weren’t ranking. Our technical fixes and work on keyword driven content marketing helped impressions increase over the space of a year from just under 80k to 260k. That’s a lot of eyes on brand!
Total Clicks increased by 136% in 12 months
As rankings returned, so did clicks. We first focused on optimising pages with the highest value, and those close to ranking in the top 10 positions in order to drive traffic as quickly as possible post migration. In the space of a year, clicks increased from 2.5k to over 6K.
Keywords in the top 10 increased by 1074%
The screenshot below shows the plummet in rankings the site experienced post migration, our technical fixes alongside a content marketing strategy recovered those rankings quickly and increased keywords that sat within the top 10 positions from 24 to 252.
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