Selected case studies

Let me show you the work behind the results.

Explore six examples from my agency work, from complex migrations to ecommerce and search recovery.

Major automotive manufacturer

Challenge
Consolidate separate websites without losing search relevance.
Actions taken
Audit content, map redirects, monitor the move.
Results
+15% reported year-on-year organic traffic

An analytics-platform change limits the year-on-year traffic comparison. The 15% is a reported result, not a clean measure of the migration’s effect.

Read this case study

Major automotive manufacturer

Bringing separate websites under one roof

Website consolidation

Challenge

Separate model and offer websites needed to move onto the main national website as part of a global consolidation. The move had to preserve the search relevance of existing pages.

Actions taken

Audited and optimized existing content before the move, merging pages where it made sense to concentrate their relevance.
Built page-by-page 301 redirect maps around the new URL structure for both migration stages.
Compared rankings and monitored organic traffic after launch to check how the new pages replaced the old ones in search.

My takeA migration starts with understanding what each existing page contributes, then giving it a deliberate place in the new structure.

Results

Reported year-on-year organic traffic: +15%
Keywords reported in the top 10: 1,200

The case study reported higher organic traffic and 1,200 keywords in the top 10 search results during the migration period.

An analytics-platform change limits the year-on-year traffic comparison. The 15% is a reported result, not a clean measure of the migration’s effect.

Quick-service restaurant chain

Moving a national site into a global platform

International & mobile search

Challenge

A national restaurant website was moving into a country subfolder on a global domain. Redirects, international targeting, and mobile indexing all needed to work at launch.

Actions taken

Audited the content, optimized useful pages, and merged or removed outdated material before mapping redirects page by page.
Worked with the global team on language and country annotations so the appropriate pages could appear in each market.
Found an asynchronous JavaScript issue affecting mobile indexing during pre-launch testing and had it fixed before launch. Monitored rankings and traffic after the move.

My takePre-launch checks need to cover how a page is rendered and indexed, as well as where its old URL redirects.

Results

Reported year-on-year organic traffic: +57%
New pages in the mobile search index: 240

The portfolio reported a 57% year-on-year increase in organic traffic and 240 new pages in the mobile search index.

These are historical results reported for this migration. The source does not specify the exact year-on-year measurement dates.

Home beverage appliance brand

Building a storefront for a new market

Marketplace store launch

Challenge

An existing US marketplace storefront needed to be adapted for Canada, with a localized design, updated assets, and a product structure suited to the new store.

Actions taken

Adapted the storefront design and assets for the Canadian market.
Created and optimized category pages to help shoppers navigate the range.
Collected product identifiers, checked product tagging, and added the catalog to the new store. The completed structure could then support campaign landing pages.

My takeA useful store structure connects the product catalog to the way people browse, rather than simply reproducing a list of products.

Results

Category pages built: 10
Products added to the store: 77

The Canadian store launched with 10 category pages and 77 products added to the catalog.

These figures describe the scope delivered at launch. They are not measures of traffic or conversion growth.

National home furnishings retailer

Fixing the foundations of a bilingual ecommerce site

Technical SEO & ecommerce

Challenge

Technical issues and under-optimized product and collection pages were limiting visibility. Incorrect French-language country annotations also needed urgent attention.

Actions taken

Identified duplicate pages and problems with the tag structure on product and collection pages, prioritizing technical and page-level fixes.
Focused on correcting French-language country annotations and used localized keyword research to prioritize categories.
Created a redirect plan covering more than 14,000 pages and audited links to find broken connections and improve crawlability.

My takeAt catalog scale, fixing shared technical patterns can be more useful than treating every product page as a separate problem.

Results

Reported organic traffic in the first three months: +10%
Pages covered by the redirect plan: 14,000+

The case study reported 10% organic traffic growth in the first three months. The redirect plan covered more than 14,000 pages.

The page count describes the plan’s scope, not confirmed redirects deployed. Product and collection optimization results were still pending separately in the source.

International education network

Ten websites, seven markets, one publishing platform

Multi-market migration

Challenge

Around 10 websites needed to come together on one content management system while serving multiple languages across seven markets.

Actions taken

Completed technical audits to inform the migration across the international site network.
Created and implemented a redirect plan for the move onto a shared publishing platform.
Researched keywords by country and brought localized pages into the consolidated structure.

My takeA shared platform still needs local decisions. I look at each market and language separately when judging how a migration performed.

Results

Reported English-language organic traffic: +42%
Reported French-language organic traffic: +1%

The portfolio reported a completed migration across seven markets and more than 10,000 URLs, with organic traffic increases of 42% in English and 1% in French.

The source does not give the traffic comparison dates. Results varied by language; the English increase should not be read as growth across the whole network.

National retail chain

Recovering search visibility after a platform move

Post-migration recovery

Challenge

An ecommerce migration had gone ahead without SEO support. Missing page-to-page redirects and incorrect product-page canonical tags were followed by a sharp traffic decline.

Actions taken

Reconstructed the old search footprint from historical rankings.
Prioritized redirects using search demand and the value of existing links.
Used link reclamation, bulk redirects, and site-code cleanup to address the migration issues.

My takeAfter a difficult launch, historical rankings and links help identify which missing connections matter most.

Results

Reported time to recover traffic and rankings: 2 months
Keywords recovered on page one: 530+

The case study reported recovery of lost traffic and rankings within two months, with more than 530 keywords recovered on the first page of search results.

This is the historical recovery reported in the portfolio, not a promised recovery timeline for another website. Exact measurement dates are not supplied.

Working through something similar?

Tell me what’s changing, what you need to protect, and where your team is stuck. We can work out where I can help.

Get in touch