CHALLENGE.
TeamSport is one of the UK’s largest karting companies with 35 tracks nationally they provide exciting days and nights out for children, adults and families. Having an established website and a strong digital presence in and around their locations, they were keen to maintain their positioning when moving to a more suitable website platform.
With a website migration looming, the client feared their established SEO presence was at risk and that an SEO migration plan was missing. This created a tight timeline for the migration in order to maintain the planned launch date. As a result, we were referred by one of our partner agencies to support TeamSport’s SEO and migration needs ahead of the launch.
With even a good migration strategy and implementation, a 10 - 15% fluctuation in rankings is expected. The cumulative effect of this being that traffic is affected due to ranking loss which ultimately translates into a loss of revenue which can be much higher.
Our team were quickly onboarded and realised that the site was in need of some serious attention - without which the launch would result in serious SEO consequences, ultimately traffic and revenue loss for TeamSport.
SOLUTION.
In order to minimise the effect of the migration, our technical SEO team carried out a series of website crawls which emulate search engine behaviour. These crawls allowed us to create a map of the existing site as well as the new site contained in staging. We were then able to highlight any issues.
Following our tried and tested series of in-house checks we were able to determine
- Pages which contained valuable information sought by users
- Key Ranking Pages
- Pages which contained authority
- Pages where meta-information had been changed introducing the chance of ranking fluctuations
- Any error codes in the new staging site.
- Mapping of any changes in site structure
- A permanent redirect map ensuring SEO value was transferred from old pages to new.
By carefully analysing this data we were able to feedback a series of prioritised fixes which could be undertaken prior to the launch. Carrying out these fixes reduced the chance of any loss in rankings as Team Sport changed to the new site.
SKILLS LEVERAGED:
RESULTS.
Most migrations result in fluctuating site rankings and a loss in visibility. However, with our team’s help TeamSport were able to achieve a 13.13% increase in site-wide visibility within just 3 months of launching the new site with minimal declines / losses in keywords.
Let's deliver next level results for you
6,757
new keyword rankings
13%
increase in site visibility
2,094
keyword position increases
1
site successfully migrated
"Carl and Hannah are both fantastic! Really knowledgeable and they take the time to understand our business and make recommendations both within the world of SEO and our broader marketing efforts... Big thanks to Carl, Hannah and the wider Reflect team for their great work managing the SEO part of a website migration project. The Reflect team were brought in late in the day due to issues with our prior agency and performed outstandingly. Their expertise is clear and they are incredibly helpful. We look forward to continuing to work with them on a regular basis!”
