A high-growth online furniture retailer looking to rebrand and consolidate their digital presence. The project involved moving to a new domain while simultaneously "pruning" low-performing content to create a leaner, more authoritative website.
Domain migrations are historically risky; the goal was to transition the entire catalog to a new URL structure without losing three years of built-up SEO equity. Additionally, the client wanted to remove redundant or thin content, which meant the new site would have fewer pages than the original—a move that usually risks a temporary drop in keyword footprint.
We audited the legacy site to establish a three-year performance baseline, identifying which pages drove value and which were dead weight.
We developed a rigorous roadmap featuring multiple crawls and technical checks at every stage (pre-launch, staging, and post-launch).
To protect the visibility of excluded pages, we created a comprehensive 301-redirect map. Every "lost" page was pointed to its closest equivalent or a highly relevant category destination to ensure no "link juice" was wasted.
We overhauled the site architecture to ensure search engine bots could crawl the new domain more efficiently, prioritizing high-margin furniture collections.
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