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SEO Migration For An Acquired Site | Geeky Tech
URL: https://geekytech.co.uk/results/migration-site-acquisition
This case study details how Geeky Tech assisted Duck Creek, an insurance SaaS provider, with an SEO migration following a business acquisition. The process involved migrating traffic and rankings from an acquired company's website to Duck Creek's main site, ensuring no loss in visibility and achieving a significant increase in clicks for new service terms. Key strategies included website review, URL mapping, 301 redirect implementation, and post-migration monitoring.
Traffic
- Clicks: 1
- Impressions: 1470
- Avg Position: 31.6
Keywords
SEO migration, business acquisition, Duck Creek, P&C insurance, general insurance, SaaS, URL mapping, 301 redirect, website review, Google Search Console, traffic, rankings, visibility
Q&A
Q: What was the primary challenge Duck Creek faced regarding its websites?
Duck Creek acquired a company offering a different service, and both sites were running in parallel. When Duck Creek decided to offer the same type of service, their own site became a competitor to the acquired site, and they needed a strategy to avoid this self-competition.
Q: What was the solution implemented for the SEO migration?
The solution involved reviewing the acquired site's Google Search Console data to identify high-value pages, copying relevant content to the main site, creating a URL map with 301 redirect rules, and publishing new pages a week before the migration to allow for indexing. Redirects were implemented on the announcement day, and a change of address was submitted to Google Search Console.
Q: What were the key results of the SEO migration for Duck Creek?
All new pages on the main site were indexed and ranked on page one. There was a +1000% increase in clicks for the new service term, and visibility improved from day one, with ongoing improvements over time. Traffic increased significantly from a minimal baseline.
Questions not yet answered
- {'question': 'What specific tools or software were used for URL mapping and implementing the 301 redirect strategy?', 'hypothetical_answer': 'A thorough answer would detail the specific SEO tools or custom scripts employed for URL mapping, such as Screaming Frog, SEMrush, or Ahrefs for crawling and analysis, and potentially CMS-specific tools or .htaccess configurations for implementing the 301 redirects. It would also cover how the chosen tools facilitated the process of matching old URLs to new ones and ensuring correct redirect chains.'}
- {'question': 'What was the estimated budget or resource allocation for this SEO migration project?', 'hypothetical_answer': 'An ideal answer would provide an estimate of the resources, both in terms of human hours and potential financial investment, required for the migration. This might include costs for SEO expertise, development time for implementing redirects, and any third-party tool subscriptions used during the process.'}
- {'question': 'How were content discrepancies between the acquired site and the main site resolved beyond simply copying pages?', 'hypothetical_answer': "A comprehensive response would explain the content audit process, including how unique or valuable content from the acquired site was adapted, merged, or rewritten to fit the main website's structure and tone. It would also cover strategies for handling content that had no direct equivalent, such as creating new landing pages or consolidating information."}
Follow-up questions
- {'question': "What are the potential long-term impacts of an acquisition-type SEO migration on a company's overall website authority and domain rating?", 'hypothetical_answer': "A successful acquisition-type SEO migration can positively impact a company's overall website authority by consolidating backlinks and domain authority from the acquired site to the main domain. This consolidation can lead to improved search engine rankings and a stronger online presence over time. However, a poorly executed migration might dilute authority if redirects are not handled correctly or if valuable content from the acquired site is lost."}
- {'question': 'How does the strategy for an acquisition-type SEO migration differ from a website redesign or platform change migration?', 'hypothetical_answer': "Acquisition-type SEO migrations focus on integrating content and user bases from a newly acquired entity into an existing website, prioritizing the preservation of the acquired site's established SEO value. In contrast, website redesign migrations are primarily about updating the look, feel, and user experience of an existing site, often with less emphasis on absorbing external SEO equity. Platform change migrations, meanwhile, involve moving a website to a new content management system or technical infrastructure, which presents its own unique set of SEO challenges related to technical implementation and crawlability."}
- {'question': 'What are the key performance indicators (KPIs) to monitor after an SEO migration, beyond traffic and rankings?', 'hypothetical_answer': "Beyond traffic and rankings, critical KPIs to monitor include conversion rates, bounce rates, crawl errors in Google Search Console, indexed page counts, backlink profile changes, and user engagement metrics such as time on site and pages per session. Monitoring these will provide a holistic view of the migration's impact on user experience and business objectives."}
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