After an incomplete redirect map during a replatform, a healthcare group had lost 68% of its organic traffic in nine weeks.
The replatform changed more than 12,000 URLs but only part of the redirect map was implemented. Some legacy URLs returned 404s and others redirected to the homepage — a soft 404 as far as search engines are concerned.
On top of that, the new theme loaded key content client-side, so crawlers saw an empty page.
We rebuilt the legacy URL inventory from archived crawl data and Search Console history. Every old URL was mapped one-to-one to the correct new page by content match; where no equivalent existed, the closest category page was used.
Critical templates were then moved to server-side rendering and structured data was reimplemented.
By month five organic traffic reached 94% of its pre-migration level, and appointment form conversions ran 21% above the pre-migration baseline.
On an 18,000-product fashion site, 70% of crawl budget was spent on filter combinations. We rebuilt the category archite...
We ran a six-month GEO programme for a SaaS brand with solid organic traffic but zero presence in AI answer engines.
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