A leading military equipment supplier decided to conduct a site migration to improve their site speed and give the site a more sleek design. This project involved changing the URL structure of thousands of pages, while also completely deleting thousands of other pages no longer needed. What’s more, due to the nature of the site migration, many pages lost their metadata in the transition—making it more difficult for the SERPs to identify these URLs. To remedy this issue and ensure strong technical site health post-migration, the leading military equipment supplier worked with Perfect Search.

Our strategy

Perfect Search immediately identified the webpages that had lost metadata from the migration, then we created optimized batches of new title tags, meta descriptions, and H1 tags according to keyword research and industry best practices.

The Perfect Search team crawled the site and Google Search Console to identify pages that were not redirected during the migration, then updated the redirects to pass along authority and lead to a better UX.

Our SEO team optimized and uploaded alt tags for all the images on the new site to meet SEO best practices and make the site more accessible.


From 3 months after the site migration to the same period the following year

87% increase in organic “Product Quote” form completions

49% increase in organic “Request a Quote” button clicks

7.33% increase keywords ranking in the top 3 positions on Google
from the month after the migration to one year later

What this means for your business

Many sites see a downturn in performance immediately following a migration, but those decreases don’t need to be permanent. 

With UX becoming a larger function of search engine ranking factors, improving your site’s load speed and usability to today’s industry standards are vital portions of any successful SEO campaign. By migrating your site to be sleeker, faster, and easier to use, your site becomes more likely to gain higher-ranking keywords—leading to more users and more conversions as organic searchers find your site.

Of course, you also need to make sure that the migration is done correctly. By partnering with an experienced team, you can ensure that your site recovers quickly, you follow SEO best practices, and you enjoy the gains in rankings, traffic, and engagement that you’re looking for.

Ready to Take the Next Step?

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Start your journey with a free site audit.