CASE STUDY · WEBSITE MIGRATION
Growing Traffic 15% and Leads 6% After a Website Migration
After a website migration, a digital-skills training institute in India grew organic traffic by 15% and leads by 6%. Semantic keyword clusters, ongoing content refreshes and internal linking also earned top rankings and features in AI Overviews.
- Client
- A digital-skills training institute in India (online and offline programmes)
- Industry
- Education
- Market
- India
- Project
- Website migration
- 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.
+15%
Increase in organic traffic on the migrated website.
+6%
Increase in leads.
AI Overviews
Top rankings in search results alongside features in AI Overviews.
BACKGROUND
The challenge
I led this work in a previous agency leadership role. The institute had already migrated its website; the brief was to grow organic traffic and leads again on the new site.
Rather than one big fix, the gains came from steady, measured improvements to content, linking and keyword coverage.
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
Semantic keyword clusters
Built semantic keyword clusters alongside primary and secondary terms for each page.
Content refreshes and competitor analysis
Kept content updated and ran ongoing competitor and content-gap analysis.
Template testing on the blog
Monitored blog traffic in real time to find the templates and structures that worked best for each category.
Inline and internal linking
Used inline and internal links to pass traffic and authority between related pages.
Answer-engine optimisation
Tested answer-engine optimisation for LLMs to win features in AI Overviews.
STRATEGIC LESSON
The takeaway
After a migration, steady content and linking improvements compound — semantic coverage and internal links help search engines re-learn a site quickly.
RELATED READING
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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
+112%
Traffic in the second month after the move.
Traffic growth after the move
Moving a Blog to a Knowledge Centre and Growing Traffic 112%
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