CASE STUDY · WEBSITE MIGRATION
Recovering 93% of Traffic Two Weeks After a Redesign
A leading Indian stockbroking and wealth-management firm recovered 93% of its organic traffic within two weeks of launching a redesigned website. Non-brand impressions rose 48.27% and the Core Web Vitals score improved from 60 to 75.
- Client
- A leading Indian stockbroking and wealth-management firm
- Industry
- BFSI (broking and wealth management)
- Market
- India
- Project
- Website migration
- Period
- Two weeks after 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.
93%
Of organic traffic recovered within two weeks of the migration.
+48.27%
Increase in non-brand impressions, measured two weeks after launch.
60 → 75
Core Web Vitals score, a 25% improvement on the new design.
DATA
The numbers
Before and two weeks after the redesign
BACKGROUND
The challenge
In a previous agency leadership role, I led the SEO side of this redesign. The firm was moving to a new website design and needed to protect the search equity it had built while recovering and then growing organic traffic.
Redesigns often change URLs, templates and navigation at the same time, which is where rankings get lost if SEO isn't built into the plan from the start.
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
Pre-migration audit
Ran a detailed SEO audit to identify the critical elements that had to survive the move.
URL mapping
Built a comprehensive URL map so link equity passed from old pages to their new equivalents.
On-page on the new templates
Optimised title tags, meta descriptions and headings on the new templates.
Blog re-categorisation
Streamlined how blog content was categorised to improve navigation for users and crawlers.
Working with dev and design
Worked closely with the development and design teams so the new build followed SEO best practice.
Pre- and post-launch monitoring
Ran a monitoring plan before and after launch to catch issues early and track recovery.
STRATEGIC LESSON
The takeaway
When SEO is part of the redesign plan rather than a post-launch fix, recovery is measured in weeks, not months.
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+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%
+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
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