The Challenge
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.
Our Approach
Data Benchmarking
We audited the legacy site to establish a three-year performance baseline, identifying which pages drove value and which were dead weight.
Multi-Milestone Migration Plan
We developed a rigorous roadmap featuring multiple crawls and technical checks at every stage (pre-launch, staging, and post-launch).
Precision Redirect Mapping
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.
Crawl & Indexability Optimization
We overhauled the site architecture to ensure search engine bots could crawl the new domain more efficiently, prioritizing high-margin furniture collections.
Organic Impressions
+40%
Organic Clicks
+20%
Organic CTR
+27%
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