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SEO Migration and CRO Resulted in a Surge of New Users for PSM
- Content Marketing
- Organic Growth
- Audience Engagement
- SEO Optimization
Pells Sullivan Meynink (PSM) is a team of engineers, geologists, hydrogeologists, and hydrologists that provides geotechnical engineering solutions to governments and private organizations. Their services include investigation and design for mining, water, tunneling, dams, and civil infrastructure projects. PSM sought to strengthen their digital presence and improve user engagement through an SEO migration and website redesign.
Challanges
- Improve digital marketing efforts by enhancing website performance, user experience, and overall functionality.
- Seamlessly migrate the website without losing SEO rankings, while improving site speed and addressing technical issues affecting performance.
- Ensure content visibility in search engines post-migration to drive traffic and conversions, maintaining valuable organic equity.
Our Approach
Choose Marketers worked closely with PSM to develop and execute a comprehensive SEO migration and Conversion Rate Optimization (CRO) strategy. The focus was on ensuring smooth website migration while enhancing user experience and maintaining SEO performance.
The process began with a detailed content audit, where we reviewed all pages, including service landing pages, employee pages, and blog articles. We identified which content should be updated, refreshed, or removed to ensure maximum SEO impact. This was followed by a crawling and indexation audit to resolve any issues with search engine visibility post-launch.
Our team also worked on a content and metadata audit, updating meta titles, descriptions, and heading structures with target keywords to boost rankings. Additionally, we developed a redirect map to ensure proper URL redirection and prevent any loss of SEO value.
To further enhance the user experience, our creative team redesigned landing pages to ensure they were visually appealing and user-friendly. The redesigned pages were tested thoroughly to maintain optimal performance while collaborating closely with SEO specialists to align content and layout for better conversion opportunities.
The migration was executed carefully, with a new XML sitemap submitted to Google to ensure search engines could crawl the updated site. After the migration, we conducted post-launch audits to ensure all content and metadata were allocated correctly to the new pages.
Results
- 540% increase in organic users to landing pages
- 72.46% increase in organic users to the Contact Us page
- 56.44% increase in organic users to the homepage
In addition to these improvements, the new website design contributed to a better user experience, with engaged sessions increasing from 2.56 pages per session to 3.5 pages per session within a month. All keyword rankings that had dropped during the migration were regained and improved within two months, showcasing the long-term benefits of our strategy.
PSM’s new landing page designs also resulted in an enhanced user experience, further boosting engagement and goal completions, particularly on the Contact Us page, where goal completions doubled.
