Website Migration Audit: B2B Thought Leadership

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A successful site migration

Web pages Migrated


Improvement in SERP visibility


Growth in Organic Users

I’ve found Bespoke Digital to be a great strategic partner.


Their SEO knowledge is unparalleled and they give honest advice – even when it would be easier to sell the dream.


Overall project management skills are really good. Top marks from me

Ross Howard – Head of Demand Generation
Insights for Professionals

The Client:

Insights For Professionals is a global content hub providing knowledge to Business Management, IT, Marketing, HR and Finance professionals.

Organic Search delivers over 50% of the site’s traffic, so maintaining SERPs visibility and SEO performance is critical to business success.

Their Objectives:

In 2019 Insights For Professionals underwent a website redesign and migration to a new CMS. Concerned about the potential ramifications this might have on their SEO, they approached Bespoke Digital to propose a strategy for a website migration audit.

After a successful tender, Insights For Professionals invited Bespoke Digital to work alongside their web developers and internal content team to; ensure a smooth transition for users during the migration process, and maintain/grow the volumes of organic search traffic.

Our Approach:

Our site migration plan included:

  • A pre-migration audit including performance benchmarking
  • Planning the new site architecture and content hierarchies
  • Mapping the old pages to new URLs and managing the 301 redirects
  • Developing a content migration plan
  • Reviewing internal links, resolving broken links and redirect chains
  • Optimising strategic content pages
  • Developing new content hubs and clusters of supporting content
  • Management of the migration in Search Console.

The Results

In the 6 months following the website migration we saw:
  1. A 98% growth in search impressions

  1. A 46% increase in clicks from Google Search

  1. An overall improvement in organic search traffic of 49%

Are you considering a website migration?

Or, have you already migrated your site and seen a drop in organic visibility? Either way, we can help. Get in touch today to discuss your requirements

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