Domain Migration
Which? Mortgage Advisers offer independent, impartial and expert advice to help consumers get the right mortgage deal. Which? Experts help by searching the market across thousands of different products from every available vendor and manage the application process for customers from start to finish. Which? advisers get paid salaries, not commission, so customers know that their recommendations are the right deal for them.
The core objectives of the campaign were to increase organic traffic and leads via the website in a particularly competitive insurance industry. Additionally, num wanted to improve visibility around the right content and sections, to help drive downloads and sign-ups for content marketing lead generation campaigns. Our focus was to establish num as the leading voice in employee benefits.
Client:
WebGeniusLabDate:
December 15, 2018Website:
yoursite.comCategory:
Digital
The Brief
This Domain Migration project helped Unum protect search visibility during major website changes. The campaign focused on website structure, content access, and long-term organic growth.
Unum planned several important changes. These included a redesign, a platform change, and moving the blog from a subdomain to a subfolder.
A migration can affect rankings, traffic, and user experience if the team does not plan it well. Because of that, the project needed clear SEO guidance before, during, and after the website move.
We worked with the Unum team to create a migration-focused SEO strategy. The strategy helped improve the relevance, structure, and alignment of the website. It also helped users and search engines find important content more easily.
SEO Content Strategy
B2B SEO
SEO Conversion
Our Strategy
During the onsite phase, we reviewed key search terms, page structure, and technical SEO risks. We also gave guidance for the Domain Migration process.
The work included URL structure, redirects, metadata, content hierarchy, and the blog move from a subdomain to a subfolder setup. These steps helped reduce the risk of lost traffic after launch.
Our creative team also worked with Unum’s in-house digital team. Together, we planned useful website content and external content that supported search visibility. This helped Unum keep authority while improving the user journey.
There are no secrets to success. It is the result of preparation,
hard work, and learning from failure.
– Paul Tournier
Our team helped Unum promote internal experts through articles, interviews, and media activity. This supported trust while the website moved into a clearer structure.
The team also created case studies and pitched them to relevant media. Many campaigns followed important awareness days, such as World Mental Health Day and Financial Capability Week.
The Domain Migration campaign helped Unum build a safer foundation for digital growth. It connected technical SEO, content planning, and digital PR activity. With a clearer migration plan, the website could protect valuable traffic and serve users better.
