Cross-Domain Migration Traffic Recovery

The Results

• More than 80% traffic recovery after the first stage of migration.
• Number of keywords ranking on the first page improved by 15%.
• The number of non-ranking keywords dropped by 44%.

The Challenge

• Cross-Domain Migration: The project involved transitioning content between two separate domains, which introduced potential SEO risks.
• Product Mismatch: The Singapore entity offered fewer insurance products, raising concerns about content parity and the inability to migrate certain high-performing landing pages.
• Technical SEO Issues: Meta refresh redirects were initially implemented instead of server-side (301) redirects. As a result, Google did not promptly recognise the domain change, negatively impacting indexing and search rankings.
• Consolidated Content: Multiple insurance products were combined into a single landing page on the new site. This consolidation diluted keyword targeting, reducing the page’s ability to rank effectively for individual product-related search terms.

The Approach

• Audited the site and staging before launch and wrote a migration guide (architecture, robots and meta tags, internal linking, on-page backups).
• Monitored live using GA and Search Console.
• Spotted that meta-refresh redirects were used instead of 301s and recommended the fix.
• Split the merged product pages so each product could rank separately.