A connected website migration
.jpg)
AI Summary
Ingeus, a UK employment, skills and health services provider, engaged Pull The Pin (PTP), a B2B digital marketing agency, to manage a website migration involving a domain change and to build an SEO strategy. The core risks were losing established search rankings during the domain move and a large volume of content that was published but not optimised for search. PTP executed the migration with a benchmarked baseline, correct redirects and an improved site structure, preserving authority on the new domain, then developed a search-intent-led content strategy. Results: ranking keywords rose from 210 to 901 one month after migration and to 2,928 within a year; impressions grew 29% over six months; SEO website visits grew 14% year on year; and SEO-driven conversions grew 59%.
Challenge
Ingeus was rebuilding its website and changing domain at the same time. A domain change is one of the riskiest moves in SEO. Get it wrong and years of accumulated authority disappear overnight, taking rankings, traffic and enquiries with them. Ingeus needed to come through the move with its existing visibility fully intact, then build from there rather than start again.
There was a second, quieter problem. Ingeus was already producing plenty of content, but it wasn't optimised. Pages that should have been ranking for valuable terms simply weren't. The effort was going in; the visibility wasn't coming out. A lot of good work was sitting well below its potential.
So the brief had two halves. Protect everything that already existed through the migration, then put a proper SEO strategy on top so the site could grow instead of tread water.
Approach
We started by understanding exactly what was at risk. Before touching anything, we benchmarked current rankings, traffic and the highest-value pages, so we knew what "no drop" actually looked like and could measure against it. A migration without a baseline is a leap of faith. We wanted a plan.
From there we shaped the work into two connected phases.
Phase one was protecting equity through the move. A clean site structure, correct redirects, and every high-performing page accounted for, so authority carried across to the new domain rather than leaking away.
Phase two was growth. Turning Ingeus's content output into a strategy built around what its audiences were genuinely searching for, rather than what the business assumed they wanted.
The thread joining both phases was search intent. The migration preserved the pages people were already finding. The content strategy made sure the right people kept finding them, and that new audiences found them too.
Solution
We ran the migration end to end. Ingeus moved to the new domain with its structure improved rather than simply copied across, so the new site was tidier, clearer, and easier for search engines to crawl and understand. Rankings and traffic carried over, which for a domain change is the whole game.
With the foundations safe, we turned to content. We built a clear content strategy anchored in real search behaviour: the terms Ingeus's audiences use, the questions they ask, and the intent behind them. Existing content was reworked to target those terms properly. New content was planned around genuine demand instead of guesswork. The volume of content Ingeus was already committed to producing finally started translating into rankings.
Throughout, we kept measurement close. Search Console and rankings data told us what was working, so the strategy sharpened over time rather than standing still.
Results
- A month after the site was migrated rankings increased by 23% (901 vs 210)
- A year later, we now rank for 2,928 keywords
- In the last 6 months, impressions have grown by 29%
- Website visits from SEO have increased 14% YOY
- Conversions driven from SEO have increased by 59%
.jpg)
.jpg)
Ready to see your brand’s full potential?
.svg){kind=icon}
