WorldPoint, an industry leading provider of comprehensive CPR and healthcare training products, as well as an authorized distributor of the American Heart Association (AHA), needed assistance in relaunching their website in an SEO friendly fashion. Their goal was to migrate 10,000 pages and relaunch their website without losing organic equity and visibility for keywords driving traffic and conversions from search.
Why Did We Start the Project?
The Challenge
For many businesses undergoing a digital transformation, a website redesign often focuses heavily on aesthetic design, content strategy, and user experience, while overlooking the importance of SEO - especially during large-scale migrations. Without a carefully crafted SEO strategy, companies risk losing organic visibility, which can result in a significant drop in lead generation and conversion opportunities.
WorldPoint was facing this exact challenge. With a website migration planned for over 10,000 pages, the primary concern was ensuring that their organic equity, which was driving valuable traffic, remained intact. A successful SEO migration would require minimizing risks while maintaining and even improving organic search performance to enhance lead generation efforts.
What’s Going On?
The Analysis
With just three months before launch, it was essential to prepare a detailed SEO migration strategy that would preserve existing rankings, ensure the continuity of traffic, and maintain lead generation performance after the site went live.
Leveraging a proprietary SEO migration scoring process, we began analyzing the 10,000 URLs on the old site, identifying which pages carried the most SEO equity. By evaluating which URLs needed to be updated, consolidated, or redirected, we were able to craft a tailored approach for each, ensuring that no SEO value was lost in the migration.
Additionally, we worked to align the migration with WorldPoint’s broader goals, ensuring that the new website supported their martech stack, including integration with lead generation tools, analytics platforms, and CRM systems, all aimed at driving higher-quality leads and more efficient sales conversion.
How Marcel Digital Helped
The Solution
Our solution to successfully migrating the WorldPoint website involved collaboration between their marketing, web development, and SEO teams to create a comprehensive SEO migration plan. This plan included a strategic roadmap that ensured SEO tasks were completed on time and in alignment with the company's digital transformation goals.
The roadmap helped define milestones and set timelines for key SEO tasks, which were broken down into pre-launch and post-launch activities to ensure that SEO elements were optimized before the new site went live and maintained effectiveness thereafter.
Key tasks included:
- URL Structuring: We restructured URLs to enhance crawlability and improve search engine indexing.
- Metadata Optimization: Optimized title tags, meta descriptions, and other elements to increase CTRs (click-through rates) from organic search.
- Schema Markup: Implemented structured data to improve search engine understanding of key content, driving richer search results.
- Redirect Mapping: Created a full redirect map for all URLs, ensuring that any old pages that changed URLs would seamlessly redirect to the new, optimized pages.
- Canonical Tags: Ensured the correct implementation of canonical tags to avoid duplicate content issues.
- Internal Linking Updates: Optimized internal linking to enhance website navigation and pass SEO equity to high-priority pages.
- Mobile Optimization: Ensured the new site was mobile-friendly, catering to a mobile-first audience and enhancing mobile search rankings.
- Site Speed Optimization: Performed rigorous speed tests to ensure quick load times, improving user experience and SEO performance.
By aligning these tasks with WorldPoint's lead generation objectives, we ensured that the website would perform well in search results and support the business's revenue growth goals.
What Happened After Launch?
The Results
The SEO migration efforts paid off quickly, yielding significant improvements in both traffic and visibility. Upon launch, organic traffic increased by 25.42% year-over-year, showcasing a direct impact on lead generation efforts. This spike in traffic was not only due to the migration but also the careful optimization of the site's content to align with high-value keywords, which further supported sales enablement.
In addition to increased traffic, the new website also ranked for more keywords than the old site, further expanding visibility and creating new opportunities for WorldPoint to connect with their ideal customers.
This success was made possible by the close collaboration between the SEO team and WorldPoint’s marketing and web development departments. By ensuring the SEO migration plan was executed flawlessly and aligned with their broader digital transformation efforts, we were able to create a website that not only drove traffic but also supported lead generation and sales enablement initiatives.
Through this partnership, WorldPoint was able to move forward with an SEO-friendly website, positioned for continued growth in search, traffic, and, ultimately, revenue.
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