Search Engine Optimization
Protecting Organic Visibility Through an SEO Migration for an Academic Medical Center
As a large academic medical center was in the midst of a website redesign and development project, a strategy was needed to ensure that organic traffic and overall engagement metrics would not decline when the new website went live. They also required a more in-depth, advanced Google Analytics implementation as forms and goals on the website would be changing.
The Challenge
As the medical center prepared for a major website migration, Marcel Digital was tasked with protecting its existing organic traffic and minimizing losses during the transition. Beyond safeguarding SEO performance, the organization also needed a complete rebuild of its analytics setup to ensure accurate tracking post-launch. As Google Certified Partners in both Google Analytics and Google Tag Manager consulting, we were also tasked with mapping, implementing, and maintaining the medical center’s new Google Analytics setup.
Mitigating Traffic Loss During Migration
A poorly executed migration risked significant drops in visibility and search performance, requiring a carefully planned SEO strategy.
Rebuilding the Analytics Infrastructure
The medical center needed a fully mapped and implemented Google Analytics setup to replace outdated tracking and ensure reliable data post-launch.
Maintaining Accurate Measurement Across Platforms
Ongoing monitoring and maintenance were essential to ensure data integrity, support marketing performance, and guide future optimization efforts.
The Solution
To ensure a smooth transition and protect the medical center’s organic visibility, Marcel Digital executed a comprehensive SEO migration strategy built on search engine best practices. At the same time, our analytics team rebuilt the organization’s tracking framework to provide accurate, actionable insights post-launch.
Executing a Search-Friendly Migration Framework
We implemented core SEO migration elements, including a fully restructured XML sitemap, a complete redirect mapping strategy, updated backlinks, and optimized metadata and content, to preserve search equity and minimize performance disruptions.
Strengthening Content & SEO Alignment
Our team provided strategic content recommendations to ensure new pages were optimized for search intent and aligned with the medical center’s visibility goals. This helped maintain rankings and improve discoverability during and after the migration.
Building a Google Analytics Setup for Reliable Measurement
As Google Analytics experts, we rebuilt and tested the tracking infrastructure, creating custom reports and filters to ensure all incoming data was accurate, relevant, and aligned with key business goals. This allowed the medical center to maintain a complete, trustworthy view of its marketing performance.
The Results
The migration not only protected the medical center’s organic performance - it strengthened it. With a seamless SEO transition and a fully rebuilt analytics infrastructure, the organization gained both increased visibility and clearer insight into its marketing efforts.
68% Increase in Organic Traffic
Our SEO migration strategy ensured that search equity was preserved and improved, resulting in a significant boost in overall organic sessions post-launch.
77% Increase in New Users
The redesigned site and optimized content structure attracted a larger volume of new users from search, enhancing visibility among key audiences.
Streamlined Analytics & Faster Reporting
The new Google Analytics setup eliminated manual reporting processes, allowing marketing teams to access accurate insights with just a few clicks - improving efficiency and supporting smarter decision-making.
