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Worldpoint (SEO Migration)

Comprehensive SEO Migration and Optimization Strategy for Website Relaunch.

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.

Increase in organic traffic post launch YoY
Increase in keyword rankings and visibility post launch

The Challenge

Designing a website is a grueling task. People are often only focused on traditional website development concerns, such as design, content, and usability, often forgetting the SEO aspect of a website migration in which they forget to inform Google of their new website so they don’t lose all existing search equity in the move.

Worldpoint and Marcel agreed that a new website would be necessary to continue their digital growth. Having executed 100s of website migrations in the past, Marcel Digital began stressing the importance of SEO in a website migration and began putting together a strategy that would ensure a seamless and successful move from an organic perspective. 

The challenge for Marcel migrating over 10,000 pages of content in a systematic manner, on time. which will result in not losing any SEO / Google equity.

The Analysis

With 3 months until the new website would be launched, our focus became to prepare the new website to launch in an SEO friendly fashion, continuing to drive traffic and conversions from search post launch

Using our proprietary SEO migration scoring process, we were able to prioritize which of the 10,000 URLs on the old website that had the most equity, as well as which URLs could be updated, consolidated, or redirected. We then created a URL map to redirect URLs from the old website to the new website seamlessly and transfer all of the SEO equity they had built over time.

Here's an example...

SEO Migration

The Solution

In order to migrate the new website without losing organic visibility, the SEO experts at Marcel Digital worked closely with the Worldpoint marketing and web development teams to execute our SEO migration strategy according to our comprehensive project roadmap. This roadmap would keep us on track of exact timelines for SEO tasks that needed to be completed in order to ensure a successful migration and launch.

Worldpoint Strategic Roadmap

These SEO task items included:

  • URL structuring
  • Meta data
  • Schema markup
  • Full redirect mapping
  • Canonicals
  • Meta robots
  • Main and secondary navigation
  • Internal linking updates
  • XML sitemaps
  • 404 page
  • AMP pages
  • Mobile friendliness
  • Speed tests

We broke tasks into pre and post launch, ensuring SEO tasks were ready for the new site and implemented correctly upon launch, showing organic growth out of the gate. 

The Results

All of our SEO work paid off exponentially and show success both pre and post launch.

Once we implemented all priority migration task items on the new website, we were able to increase organic traffic by 25.42% post launch.

Worldpoint Seo Post Launch

That’s incredible. We were also to increase overall organic keyword visibility as well. This means that the new website upon launch was ranking for more keywords than it was pre launch.

This was all made possible by not only the SEO experts and Moz Oracles at Marcel Digital, but by the hard work put forth by the marketing and web development teams at Worldpoint. We were able to seamlessly integrate with their team and executive on our SEO migration strategy in a timely and efficient manner to ensure all of our tasks implemented on time and resulted in organic growth.

Search Engine Optimization

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