Search Engine Optimization
Preserving Organic Visibility During a Large-Scale Website Migration
A leading provider of CPR and healthcare training products, as well as an authorized distributor of national training organizations, partnered with Marcel Digital to relaunch its website in an SEO-friendly manner. The primary goal was to migrate over 10,000 pages while preserving organic equity and visibility for high-value keywords driving traffic and conversions.
The Challenge
With a redesign involving more than 10,000 pages, the organization faced a major risk: losing the organic visibility that fueled its lead generation engine. While the new site would improve design and UX, a migration of this scale could easily erode years of SEO equity if not handled correctly. Protecting rankings and maintaining traffic were essential to ensuring the redesign supported, rather than harmed, their digital performance and revenue goals.
A High-Risk Migration With 10,000+ URLs
The size of the site amplified the risk of losing valuable organic traffic, requiring a highly structured SEO plan.
Existing Organic Equity Needed Protection
Pages driving high-value traffic and conversions needed to retain their authority through the redesign.
SEO Needed to Support Broader Lead-Gen Goals
The new site had to integrate seamlessly with the martech stack to continue powering conversions and sales enablement.
The Analysis
With only three months before launch, Marcel Digital conducted an in-depth assessment of the existing site to determine where SEO value lived and what needed protection. Using a proprietary SEO migration scoring process, we evaluated every URL to determine which pages should be preserved, consolidated, or redirected.
Scoring 10,000 URLs to Identify High-Value Pages
The analysis revealed which URLs carried rankings, backlinks, and conversion influence, informing every migration decision.
Aligning SEO With Martech & Lead-Gen Systems
We ensured the new site structure supported analytics, lead capture tools, and CRM workflows essential to measuring and driving performance.
Creating a Risk-Mitigation Plan for Launch
The findings shaped a prioritized roadmap designed to prevent ranking loss and ensure a seamless transfer of SEO equity.
The Solution
Marcel Digital partnered with the organization’s marketing, development, and SEO teams to create a structured migration roadmap. This included all pre-launch and post-launch tasks needed to protect rankings, stabilize traffic, and support future growth.
Optimizing Core SEO Elements Before Launch
We restructured URLs, optimized metadata, implemented schema, updated internal links, and ensured mobile-friendly, fast-loading pages to strengthen organic performance.
Developing a Complete Redirect Strategy
A precise redirect map ensured every legacy URL passed authority to its counterpart, preventing traffic losses and broken pathways.
Ensuring Long-Term SEO Support Post-Launch
Canonicalization, speed improvements, and continual monitoring allowed the new site to retain, and build upon, existing search authority.
The Results
The SEO migration delivered immediate improvements in organic visibility, proving that strategic planning can turn a high-risk redesign into a growth opportunity. Rather than losing traffic, the site saw substantial gains immediately after launch.
25.42% Increase in Organic Traffic Year-Over-Year
Traffic rose immediately upon launch, demonstrating that SEO equity was preserved and strengthened.
Expanded Keyword Coverage & Visibility
The new site ranked for more keywords than the previous version, increasing reach across high-value searches.
A Scalable, Lead-Driving SEO Foundation
With a strong SEO structure and alignment with lead-gen systems, the organization launched a site built for long-term growth in traffic, conversions, and revenue.
