Navigating a website migration without losing SEO rankings
Discover how we assisted Møbelkompagniet in achieving a seamless migration to its new platform while preserving their valuable existing SEO rankings.
increase in clicks since the website migration, surpassing the pre-launch numbers.
increase in impressions since post-launch performance drop.
increase in clicks since post-launch performance drop.
Within three months of SEO efforts, clicks and impressions rebounded, demonstrating a remarkable recovery in website performance. Ultimately, our work also resulted in surpassing the pre-migration click count.
NAVIGATING A WEBSITE MIGRATION
When you build a new website or move an existing one to a new domain, it is absolutely crucial to consider SEO migration to prevent losses in website traffic, rankings, and conversions.
However, ensuring SEO performance when building a new website or safeguarding rankings when migrating to a new domain is not easy.
There are many things to consider, such as thorough research, planning, execution, and monitoring, in order to ensure that visibility on Google is built and maintained.
That’s exactly the challenge Møbelkompagniet faced when they recently had to transition to a new platform.
Let’s dive into how we helped them ensure a smooth transition and maintain their SEO rankings.
SMOOTH TRANSITION AND SAFEGUARDED SEO
Møbelkompagniet partnered with IMPACT Extend to ensure a smooth transition from its outdated platform to its new user-friendly platform powered by Shopify.
The goal? To achieve seamless migration while preserving the existing, valuable SEO-rankings.
Despite a drop post-launch, we managed to maintain Møbelkompagniet’s invaluable rankings, which even ranked higher than industry giants, on major furniture keywords such as ‘sofa’, ‘spisebord (dining table)’ and ‘spisebordsstole (dining chairs)’.
What’s more is that we even ended up surpassing some of the existing SEO-rankings on, for example, keywords like ‘sovesofa (sofa bed)’, ‘rundt spisebord (round dining table)’ and ‘sofaer (sofas)’.
DECODING ORGANIC TRAFFIC FOR STRATEGIC INSIGHTS
The initial step involved a comprehensive examination of Møbelkompagniet’s organic traffic to gain insights into the website’s standing, to identify areas of strength and weakness.
Leveraging data from sources like Google Ads, we conducted a holistic keyword analysis, considering both successful and underperforming segments.
Finally, we prioritised optimisation areas based on parameters such as competition, attainability, and revenue.
Armed with this knowledge, we formulated an SEO plan for 2023.
Having a trusted partner by our side during the migration process was absolutely crucial. IMPACT Extend supported us during our migration process, where we experienced some challenges, and helped us safeguard our hard-earned SEO rankings.
MIGRATION & SEO PLAN: FROM CONCEPT TO ACTION
Together with Møbelkompagniet, we developed a migration plan providing an overview of timelines, roles and tasks.
The migration process was then kicked off with a briefing, outlining the purpose of the migration, the chosen CMS, potential creation of new subpages, new e-commerce URL-structure and more.
Moreover, we conducted a thorough review and audit of Møbelkompagniet’s staged website, covering three key areas: 1) Technical SEO, 2) Implementing new initiatives based on insights, and 3) Setting up redirects.
The website then went live, following an audit to mitigate any potential errors and ensure a smooth launch.
RAPID RESPONSE: ADDRESSING SEO DROP
After the launch, we monitored progression of organic traffic, tracking fluctuations in keyword rankings, and addressed technical challenges promptly.
This monitoring proved to be highly beneficial as Møbelkompagniet experienced a drop in SEO-performance due to technical issues in the migration process. Fortunately, we quickly identified and addressed the issue, thereby regaining traffic.
Hereafter, we initiated a series of “SEO sprints”. This involved systematically working on SEO optimisations within specific domains, such as, for example, dining tables, sofas or dining chairs. This process includes:
Defining the optimisation scope
Task creation and delegation to Møbelkompagniet
Execution of tasks by Møbelkompagniet, with collaborative consultations
Quality checks on completed tasks
Monitoring developments and reporting progress
Creating new tasks as needs arise
The case of Møbelkompagniet clearly demonstrates the importance of strategic SEO work during a migration process. Without it, I dare say they could’ve potentially lost 30-50% of their organic non-brand traffic.
Get to know Møbelkompagniet
Møbelkompagniet, founded in 2016 in Aarhus, is dedicated to offering quality furniture at affordable prices while delivering exceptional customer service. The furniture brand is constantly exploring new avenues of expansion, and in 2023, they opened a showroom, marking an important milestone in their growth journey.
Are you planning a website migration?
Get in touch with Mikkel. Then he’ll help you get started.