CASE STUDY · WEBSITE MIGRATION
Moving a Blog to a Knowledge Centre and Growing Traffic 112%
A leading Indian general insurer moved its flat blog into a categorised knowledge centre, redirecting 200+ URLs, and saw traffic rise 42% in the first month and 112% in the second. The move was planned around competitor research, priority URLs and close monitoring.
- Client
- A leading general insurer in India
- Industry
- Insurance (general)
- Market
- India
- Project
- Website migration
- Period
- First two months after the move
- My role
- Led the SEO strategy; delivered with my team at the time
OUTCOMES
The results
Direct commercial and organic search impact delivered during the engagement.
+112%
Traffic in the second month after the move.
+42%
Traffic in the first month after the move.
200+
Blog URLs redirected into the new knowledge centre.
DATA
The numbers
Change vs traffic before the move
BACKGROUND
The challenge
I led this project in a previous agency leadership role. The insurer's blog was a flat, poorly organised section, which made it harder for both readers and search engines to understand what it covered.
We recommended moving it into a knowledge centre with clear product categories, such as car insurance and bike insurance — without losing the traffic the existing articles already earned.
Client and agency not named for confidentiality. I led the strategy; the work was delivered with my team at the time.
EXECUTION
What we did
Competitor research
Analysed competitors in depth to decide what the new URL structure should be and which categories to create.
Article-to-category mapping
Recommended the category each article should move into.
Priority URLs first
Listed the highest-traffic URLs and specified their new URLs and canonicals before anything else moved.
Redirects in batches
301-redirected 200+ blog URLs into the knowledge centre in batches.
Close monitoring
Tracked traffic throughout the move to keep any drop to a minimum.
STRATEGIC LESSON
The takeaway
Restructuring content into clear topical categories helps search engines understand a site's coverage — which is why a well-planned move can grow traffic rather than just protect it.
RELATED READING
Related guides
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+15%
Increase in organic traffic on the migrated website.
Growing Traffic 15% and Leads 6% After a Website Migration
80%
Of monthly organic traffic retained in the first month after the domain change.
Keeping 80% of Traffic Through a Rebrand and Domain Change
93%
Of organic traffic recovered within two weeks of the migration.
Core Web Vitals score
Recovering 93% of Traffic Two Weeks After a Redesign
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