Case study: SEO Migration and Mobile Payment Terminal Company Website Redesign

From an SEO perspective, any web migration, whether it is a domain change, merging with other pages, changing CMS or redesigning a website, is a process in which there is a lot to lose and nothing to gain if everything goes well. And the fact is that an SEO migration, as simple as it may seem, is a complex process that requires careful planning to avoid the loss of organic traffic and a drop in Google rankings. In this context: The success story that we are going to share with you is a living testimony of how a strategic web redesign observing the principles of SEO can serve to:

Transform the image of a brand,
And improve visibility in search engines.

Below, we’ll explore the key steps to carrying out a successful SEO migration alongside a new web design, discuss best practices, and provide tips to avoid common issues that can arise during this crucial process for a website’s online presence. When revamping a website with SEO in mind, it’s crucial to maintain and improve SEO throughout the entire process. Here are some key lessons to consider based on the search results:

Key Lessons on SEO Migrations and Web Design

If you’re in a hurry and don’t have time to read this right now, consider bookmarking this article or reading the 4 points below:

Preserving SEO Value is a Top Priority: Protect and preserve search engine optimized pages during your website redesign. It’s important to maintain the SEO value of your existing website while making improvements.
Integrate SEO from Day One: Incorporate SEO considerations from the beginning of the redesign process. Proactively integrating SEO into your new website is easier than trying to fix issues later.
Ongoing monitoring:After launch, track your website’s performance for drops or increases in search rankings and user behavior. This will help you identify any changes in performance and make necessary adjustments.
Iterative Optimization:Take an iterative approach to design and continuously optimize the website for better performance in terms of SEO.

By following these premises, a website makeover can be planned and executed in such a way that it not only looks visually appealing, but also performs well in terms of SEO and user experience.

What is a web design SEO migration?

SEO migration alongside a new web design refers to updating or changing the appearance of a website, whether in its structure, design or technical platform, along with the implementation of search engine optimization (SEO) strategies to ensure that organic traffic and online visibility are not negatively affected.

Starting point: Web redesign enhancing image and SEO

Our client, a technology company specializing in the manufacturing and distribution of mobile payment terminals, scanners, printers and mobile handhelds, was facing a crucial challenge in their online presence. They had an outdated website saturated with obsolete information. Which also generated useless traffic due to keywords associated with discontinued products and errors in the application of product snippets. Therefore, by migrating to a new professional website design, we set out to:

Deindexing over 700 outdated URLs,
Reducing the total amount of URL inventory to less than 200 per language
And optimizing search engine visibility by improving user experience.

Hence, the migration to a new professional website design was not only a crucial process to reflect the company’s updated identity. If not an opportunity to optimize the structure of the site and improve the SEO of the website. In this context, the key to success lies in understanding that web redesign is not only an aesthetic issue, but a powerful tool to boost the visibility, relevance and efficiency of a company in the vast digital universe. Now, we are going to tell you how a strategic web redesign can transform the online presence and boost SEO.

The Challenge: Removing hundreds of URLs without impacting profitable organic traffic

The initial situation of the project involved the need to filter and eliminate obsolete URLs, such as:

Discontinued products,
Unsold accessories,
And informative PDFs for non-existent products.

In addition, the company was looking for a complete redesign of its website to better reflect its informational approach, since they do not make online sales, but rather offer detailed information about their products and services. Therefore, we had to move from a website designed as an online store to a website conceptualized as a component manufacturer. Much more prepared to serve a professional B2B audience. The main challenge was managing more than 700 obsolete product URLs that generated traffic that was not relevant to the company. We also had to correct the errors detected in the application of product fragments and Schemas, because the platform was not a conventional e-commerce, but a website with information resources that required personalized attention. All of this could not be fixed from the design concept alone. Something more was needed.

Differentiating Solution Provided by iSocialweb

iSocialweb approached the project with a customized solution. A detailed study of each URL was carried out in collaboration with the client. At the same time, we advised on the design of the different templates for the new website, presenting the relevant drafts and wireframes. In addition, before the deployment and development of the new website, we extracted and analyzed the data to identify the valuable URLs and discard those that distorted the website’s positioning. In such a way that we were clear about which ones should be migrated, which ones should be redirected and which ones should be deleted. The following steps were implemented by the design, web development and SEO:

301 Redirects (Permanent): For discontinued products with new versions or bundling, permanent redirects were applied to updated versions or related products.
307 Redirects (Temporary): Product pages that were temporarily off-market, but with the ability to return, were handled with temporary redirects (code 307), indicating to Google their current absence, but with the option to return in the future.
Error 410 (Pages Deleted): URLs with no equivalent or interest in redirecting were deleted with a 410 error code, signaling to Google that these pages could be deindexed.

The result: New professional web design and 700 fewer URLs

The result was a significant reduction in the number of URLs, from over 1,000 to just over 200:

Removing irrelevant traffic and improving the overall quality of the site.

By removing errors from product fragments that were not being applied correctly, since the client was not offering online purchases, but information about products and services developed by themselves:

In addition, the presentation of information was optimized.

Creating new templates for the category and product pages, in addition to the general redesign:

Final thoughts

Our work collaborating on the website redesign accompanied by URL cleanup has been a notable success in optimizing this client’s online presence.

As seen in the image above, the migration to a new web design, the strategic removal of over 700 outdated URLs, and the correction of errors in product data markup have led to a significant improvement in the company’s visibility and relevance on Google for important business URLs.

If your company is facing similar challenges, if you notice that your online traffic is suffering, or if you are looking for effective optimization of your digital presence, do not hesitate to contact us.

At iSocialweb, we are committed to providing customized solutions that not only solve immediate problems but also drive sustainable growth for your business.

Don’t let unnecessary URLs, poor web design, or poorly displayed data markup affect your visibility and conversions.

Click here to talk to our team and find out how we can take your online presence to the next level!

Alvaro Peña de Luna

Head SEO y coCEO en iSocialWeb | + posts

Co-CEO and Head of SEO at iSocialWeb, an agency specializing in SEO, SEM and CRO that manages more than +350M organic visits per year and with a 100% decentralized infrastructure.

In addition to the company Virality Media, a company with its own projects with more than 150 million active monthly visits spread across different sectors and industries.

Systems Engineer by training and SEO by vocation. Tireless learner, fan of AI and dreamer of prompts.

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