Protecting Search Visibility Throughout a Legacy Website Migration
Region
UK
Europe
Sectors
Leisure & Tourism
Technology & Startups
Services
The goal
To safeguard Noteworthy’s organic search presence during a complete website rebuild and refresh, in partnership with OHMY Studio. The project aimed to preserve link equity and analytics continuity while ensuring the new site was fully optimised and search-ready from the moment of launch.
Approach
Our team treated the migration as a sequence of measurable gates to eliminate typical failure points. We began by identifying priority traffic-driving pages and capturing performance benchmarks for speed and rankings.
01
Our team treated the migration as a sequence of measurable gates to eliminate typical failure points. We began by identifying priority traffic-driving pages and capturing performance benchmarks for speed and rankings.
01
Our team treated the migration as a sequence of measurable gates to eliminate typical failure points. We began by identifying priority traffic-driving pages and capturing performance benchmarks for speed and rankings.
01
Audit and Technical Mapping: We performed a full legacy crawl to archive key HTML elements as a permanent backup. We then mapped one-to-one permanent 301 redirects for the entire catalogue, prioritising high-value URLs first.
02
Audit and Technical Mapping: We performed a full legacy crawl to archive key HTML elements as a permanent backup. We then mapped one-to-one permanent 301 redirects for the entire catalogue, prioritising high-value URLs first.
02
Audit and Technical Mapping: We performed a full legacy crawl to archive key HTML elements as a permanent backup. We then mapped one-to-one permanent 301 redirects for the entire catalogue, prioritising high-value URLs first.
02
Staging Environment Review: Before going live, we audited the staging site for critical SEO elements, including titles, meta descriptions, canonical tags, and structured data. We also validated internal linking patterns and server responses to ensure clean 200 status codes across all templates.
03
Staging Environment Review: Before going live, we audited the staging site for critical SEO elements, including titles, meta descriptions, canonical tags, and structured data. We also validated internal linking patterns and server responses to ensure clean 200 status codes across all templates.
03
Staging Environment Review: Before going live, we audited the staging site for critical SEO elements, including titles, meta descriptions, canonical tags, and structured data. We also validated internal linking patterns and server responses to ensure clean 200 status codes across all templates.
03
Launch-Day Execution: During the cutover, we executed a live checklist to verify protocol rules (HTTPS), host rules (WWW vs. non-WWW), and the removal of redirect chains. We submitted fresh, index-ready XML sitemaps to Google Search Console to support fast discovery of the new structure.
04
Launch-Day Execution: During the cutover, we executed a live checklist to verify protocol rules (HTTPS), host rules (WWW vs. non-WWW), and the removal of redirect chains. We submitted fresh, index-ready XML sitemaps to Google Search Console to support fast discovery of the new structure.
04
Launch-Day Execution: During the cutover, we executed a live checklist to verify protocol rules (HTTPS), host rules (WWW vs. non-WWW), and the removal of redirect chains. We submitted fresh, index-ready XML sitemaps to Google Search Console to support fast discovery of the new structure.
04
Results
Uninterrupted Analytics
GA4 and Search Console continuity remained intact, allowing for reliable post-launch health monitoring against original benchmarks.
Uninterrupted Analytics
GA4 and Search Console continuity remained intact, allowing for reliable post-launch health monitoring against original benchmarks.
Uninterrupted Analytics
GA4 and Search Console continuity remained intact, allowing for reliable post-launch health monitoring against original benchmarks.
Direct Link Equity Flow
A clean 301 framework with zero redirect chains ensured that existing authority flowed directly to the new URL structure.
Direct Link Equity Flow
A clean 301 framework with zero redirect chains ensured that existing authority flowed directly to the new URL structure.
Direct Link Equity Flow
A clean 301 framework with zero redirect chains ensured that existing authority flowed directly to the new URL structure.
Rapid Indexation
Correctly configured robots.txt and meta robots directives allowed search engines to crawl and index the new templates immediately.
Rapid Indexation
Correctly configured robots.txt and meta robots directives allowed search engines to crawl and index the new templates immediately.
Rapid Indexation
Correctly configured robots.txt and meta robots directives allowed search engines to crawl and index the new templates immediately.
Optimised Performance
Key SEO signals including headings, image alt text, and schema readiness were either preserved or improved across the new design.
Optimised Performance
Key SEO signals including headings, image alt text, and schema readiness were either preserved or improved across the new design.
Optimised Performance
Key SEO signals including headings, image alt text, and schema readiness were either preserved or improved across the new design.
“This was a perfect example of a clean and seamless website migration in the new era of AIO and GEO”
Rushi Pandya
Senior SEO Specialist
“This was a perfect example of a clean and seamless website migration in the new era of AIO and GEO”
Rushi Pandya
Senior SEO Specialist
“This was a perfect example of a clean and seamless website migration in the new era of AIO and GEO”
Rushi Pandya
Senior SEO Specialist
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