Untangling the Web: Website Migration Done Right





Blog Date

June 3, 2024


UK, Manchester

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Untangling the Web: Website Migration Done Right

Untangling the Web: Website Migration Done Right

As I sit here staring at the screen, metaphorical threads of website migration data tangled all around me, I can’t help but feel a familiar sense of dread creep up. You see, I’ve been down this road before – the winding path of untangling a web presence that’s gotten out of control, piecing together a coherent online strategy from the remnants of past missteps. But this time, I’m determined to do it right.

Let me rewind a bit. I’m an SEO specialist at an agency in Manchester, UK, and our team recently took on a new client – Reusable Transport Packaging (RTP). Now, RTP had a pretty serious problem on their hands. They were managing multiple domains and conflicting web properties, and their main site was in desperate need of a major overhaul. To top it off, their SEO strategies were woefully outdated, actively hurting their business.

As we dug into the RTP website, it was like staring at a string of multicolored Christmas lights – a tangled mess that seemed impossible to untangle. They had linked domain properties all over the place, employing old-school, blackhat SEO tactics that were doing more harm than good. Sound familiar?

Untangling the Tangled Web

Our first order of business was to identify and sort through all those linked domain properties. It was a painstaking process, but we knew it was crucial to maintain the content from the existing properties while streamlining it all and sending it to one location. We dedicated a full, in-house development team to redesigning and rebuilding RTP’s main website, with a laser-focus on the user experience.

We learned quickly that the Sophos UTM architecture was a bit different from what we were used to, but we adapted and forged ahead. One of the biggest challenges was executing a massive 301 redirect strategy, seamlessly migrating thousands of product pages and marketing materials to the revamped website, all while optimizing content and page information for modern SEO best practices.

Streamlining the Product Database

A key component of the RTP website overhaul was creating an extensive product database to make it easier for customers to find what they were looking for. We collaborated closely with the RTP team to manually migrate and tag 4,000+ unique products, organizing them into a comprehensive inventory that served as an online resource for those seeking information on reusable packaging solutions.

Gone were the six generic product categories and clunky search function of the old website. In its place, a sleek, user-friendly interface with sixteen clearly defined categories, plus intuitive sorting by industry and application. This level of detail and discoverability was essential for RTP, as they wanted their website to be the go-to destination for all things reusable packaging.

Aligning Messaging and Boosting SEO

With the website structure and product database in order, we turned our attention to messaging alignment and SEO optimization. We needed to undo the damage caused by those outdated, blackhat tactics and position RTP as the industry leader they truly were.

Our team worked tirelessly to craft compelling, SEO-friendly content across the site, ensuring every page was optimized to the nines. We also took a deep dive into RTP’s keyword strategy, identifying high-value terms and weaving them seamlessly throughout the user experience. The result? A dramatic surge in organic traffic and a significant increase in revenue from online sales.

The Power of a Unified Presence

Looking back on the RTP project, I’m reminded of the importance of maintaining a cohesive, well-structured web presence. Too often, businesses fall into the trap of piecemeal online strategies, cobbling together disjointed websites and domains that end up doing more harm than good. But with the right approach – one focused on the user, grounded in SEO best practices, and executed with precision – the benefits can be truly transformative.

For RTP, the payoff was clear: a streamlined brand, a user-friendly website, and a substantial boost in organic traffic and revenue. And for our team at the Manchester SEO agency, it was a testament to the power of an integrated, well-planned website migration strategy. So the next time you find yourself staring at a tangled web of online properties, remember – with the right tools and a bit of elbow grease, you can untangle it all and come out the other side stronger than ever.

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