SEO + Content Case Study

90% increase in traffic after legacy site migration

Legacy site migration produced a 112% increase in organic traffic, year-over-year, for healthcare IT company.

The Client

A legacy healthcare IT and data management firm that migrates and archives patient, employee, and business records for healthcare organizations. When our engagement started, they were running two websites simultaneously. One focused on their product, while their second focused on their overarching business.

The Objective

Optimize the client’s visibility in search by consolidating their two websites. By migrating one site over to the other’s domain, we aimed to build one, stronger entity.

Results

90%
increase in organic traffic
30%
increase in website impressions
116%
increase in website clicks

SEO Strategy

Execute flawless, technical site migration to save & bolster domain authority

The Problem
The client had two websites that were live simultaneously. The two sites competed for visibility in search and essentially cannibalized each other for competitive keyword rankings.
The Solution
We recommended the client migrate their product-specific website to the newer website’s domain. In doing so, we aimed to transfer the domain authority (DA) of the legacy site and strengthen the combined site’s DA.

To accomplish the migration without sacrificing DA, we produced a meticulous redirect map; connecting pages from the old site with 301 redirects to their relevant doppleganger on the new site.

Once the migration was completed, we executed a full technical crawl to check and eliminate any errors in the site’s functionality.
Why it Matters
By eliminating the legacy site and effectively redirecting it, we eliminated the keyword competition between the client’s two websites and eliminated any customer confusion caused by the two rival domains.

Results

The site migration was the culmination of several months of ongoing authority-building SEO work, including link building and keyword optimization projects. As a result, when we merged the two websites, the client saw amplified results. When we compared the monthly organic traffic averages for both sites, before and after the migration, the results doubled.

139%

increase in website clicks year-over-year.

Beyond that, the number of site impressions for this period increased by 75%.

During this time we also executed an extensive keyword mapping project, disavowed links detrimental to their domain authority, and remained focused on eliminating duplicate content between the merged sites.

112%