To make this migration as seamless as possible, Marcel Digital focused on the SEO and website migration best practices set forth by search engines. Our priorities were:
- Setting up a new XML sitemap
- Creating a comprehensive redirect mapping strategy
- Optimizing tags and content for search
- Content strategy recommendations
- Updating backlinks to point to new pages
Marcel Digital's comprehensive strategy and constant communication with both the Rush marketing and the website development teams ensured traffic, conversion, and key metric losses were minimal, and in most cases, maintained or improved.
Our team of Google Analytics experts worked tirelessly to implement and test Rush's new setup, creating more in-depth custom reporting and filtering to ensure that the data coming in was not only accurate, but relevant to their business goals, painting the whole picture of Rush's marketing efforts.
When all was said and done, the overall organic traffic was either minimally lost, maintained or improved. Our SEO migration efforts saw a 68% increase in organic traffic, while increasing new users by 77%. Our Google Analytics implementation was hailed by Rush University Medical Center as it helped streamline their marketing decisions and relieved teams of manual monthly reporting, now down with a few simple clicks.