Challenge
Having acquired a large number of toxic links to their legacy domain in the past, the website had been facing the risk of serious search ranking penalties. Our task was to resolve their toxic links by clean up their link portfolio, while retaining their already significant search presence in the UK event space.
Solution
Migrating to a new domain in order to get rid of toxic links isn't ideal due to the many already existing ranking signals that would also get lost in the process. The Compete Digital team took this approach nonetheless, with a careful plan to retain as much of the existing link equity as possible through selective page-level URL redirects to the new domain.
Results
While organic traffic dropped by 50% post-migration, our toxic link cleanup and keyword focused content development efforts resulted in a steady and consistent recovery of search presence and ranking positions for all of their key head terms. Despite the recovery phase post-migration, through our ongoing CRO and smart use of social demographic targeting, we've increased venue bookings in the subsequent 6 months across all traffic sources. As part of our effort to clean up their link profile and replace lost link equity, we ran ongoing link acquisition campaigns to secure authoritative mentions/links from well established players in the event space. Our outreach specialists secured several ongoing regular content placement opportunities with online UK event publications to grow brand awareness and build domain authority.
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