IND
AUS
Client Introduction
Vijaya Diagnostic Centre, South India’s largest diagnostic chain, with a legacy of over 40 years and a strong presence in 4+ states with 125+ centres, faced the critical challenge of preserving its domain authority (DA) and rankings during a website migration from old technology to reach.js. The goal was to ensure a smooth transition with all the SEO-friendly optimization and all the pages and avoid pitfalls that could lead to a loss the page indexing, visibility and organic traffic.
The Challenge
Challenge 1: Restore All Website Pages
During the migration process for Vijaya Diagnostic Centre, one of the primary challenges was ensuring the seamless restoration of all website pages on the new domain. This encompassed the transfer of content, images, and functionality while maintaining the integrity of the user experience. The risk of missing or broken pages was a significant concern, and meticulous planning and execution were crucial to avoid any disruptions in the accessibility of vital information.
Challenge 2: Page Indexing with New URL Structure
With the transition to a new domain, Vijaya Diagnostic Centre encountered the challenge of ensuring efficient page indexing with the updated URL structure. Search engines need to be informed about the changes to maintain the visibility of individual pages. Incorrect indexing could lead to a loss in organic traffic, affecting the overall performance of search engine result pages (SERPs). Strategizing and implementing a robust indexing plan became essential to mitigate potential setbacks.
Challenge 3: Restore Page Authority
Preserving the page authority built over the years on the previous domain was a critical concern during the migration process. Vijaya Diagnostic Centre aimed to maintain its established credibility with search engines and users alike. The challenge was to seamlessly transfer the accumulated page authority to the new domain, ensuring that the content continued to rank well and contribute positively to the overall domain authority. This required strategic planning to retain and enhance page authority post-migration.
Challenge 4: Maintaining Visibility on SERPs
Maintaining visibility on Search Engine Result Pages (SERPs) was a paramount challenge for Vijaya Diagnostic Centre during the website migration. The fear of losing rankings and experiencing a dip in visibility posed a significant risk. The transition to a new domain could potentially disrupt the established search engine rankings, affecting the centre's online presence. Efforts were focused on implementing strategies that ensured consistent visibility, even with the change in domain, to safeguard against any negative impact on organic search traffic.
Navigating through these challenges required a meticulous approach, with careful planning, execution, and continuous monitoring to ensure the successful restoration of all website pages, efficient page indexing, preservation of page authority, and sustained visibility on SERPs for Vijaya Diagnostic Centre.
The Solution
Digibirds360, a digital marketing agency, developed a comprehensive campaign to address these challenges:
Pre-Migration Exercise:
- Compiled data for top-performing pages with Core Web Vital (CWV) and page speed scores to establish benchmarks.
- Analyzed and documented pre-migration SEO performance for reference.
- Compile the URL mapping with old URLs and keyword ranking.
- Stored all the page-specific and domain-specific SEO tags.
Migration Plan Implementation:
Collaborated closely with the client to understand resources and streamline the migration plan. Conducted brainstorming sessions and communicated extensively with IT and development teams.
Initiating the Move: Faced the challenge of implementing mass 301 redirects on the website, considering it had 2K+ pages, and all URL structures were about to change. We identified the optimal solution and opted for 310 redirections instead of 301 for efficient bulk redirection implementation.
Ensured sustained organic traffic during the migration to signal search engines about the move.
Proper Documentation:
- Created a comprehensive document outlining potential risks and flagged issues during the migration.
- Real-time updates to the IT and development team to address issues promptly.
Validation of Migration Progress:
- Conducted an in-depth audit covering over 200+ SEO health check parameters to validate post-migration performance.
- Examined CWV scores, user experience, and overall performance compared to pre-migration metrics.
Monitoring Post-Migration Performance:
- Implemented a post-migration checklist to monitor indexation numbers and technical parameters.
- Close monitoring of website traffic, conversions, and search engine treatment after the migration.
The Result
Despite the website domain remaining unchanged, the migration to the new technology was treated as an entirely new version of the website in terms of content and design by search engines. The carefully curated migration and redirection strategy protected Vijaya Diagnostic Centre's investment, ensuring the preservation of visibility, traffic, page indexing, and authority in search engine rankings. The successful outcome showcased the effectiveness of the implemented strategies in overcoming the challenges associated with a domain migration, led by Digibirds360.
Domain Authority sustained and increased 3 points as well in six month
DA- 34
PA- 46
1.5K+ Organic Keywords in Top 10 Positions on Google.
