Comprehensive SEO Migration and Optimization for WorldPoint Website Relaunch

WorldPoint is a leader in providing comprehensive CPR and healthcare training products. As an authorized distributor of the American Heart Association (AHA), they offer high-quality training materials to healthcare professionals and organizations. With the goal of growing their digital presence and improving lead generation, WorldPoint sought a robust SEO migration strategy to seamlessly relaunch their website without losing their hard-earned organic equity and search visibility.

Challenges

Website redesign and migration often prioritize aesthetics, user experience, and content strategy, leaving SEO as an afterthought.
Migration plan involving over 10,000 pages, with the main concern being to preserve organic search rankings and traffic.
Risk of losing visibility without a strategic SEO plan, potentially impacting lead generation and conversions.

Our Approach

Choose Marketers worked with WorldPoint to create a comprehensive SEO migration and optimization strategy, ensuring a smooth transition to the new site and continued lead generation success.

SEO Migration Strategy
With just three months before launch, we conducted a thorough SEO audit of the old site, analyzing all 10,000 URLs to determine which pages carried the most SEO equity. We identified which pages needed updates, consolidations, or redirects to ensure no SEO value was lost.
Tailored SEO Roadmap
We built a detailed SEO migration plan, including both pre-launch and post-launch tasks. This roadmap helped ensure that SEO optimizations were completed before the new site went live and maintained effectiveness afterward. We prioritized tasks based on impact, focusing on areas that would maximize WorldPoint’s search performance and lead generation.
Key Optimization Tasks
Our team tackled the following SEO tasks to ensure a successful migration:

We restructured URLs to improve crawlability and search engine indexing.
Title tags and meta descriptions were optimized to increase CTRs from organic search.
Implemented structured data to enhance search engine understanding and create richer search results.
Created a comprehensive redirect map for URLs to ensure seamless redirection of old pages to the new, optimized ones.
Ensured correct canonical tag implementation to prevent duplicate content issues.
Optimized internal linking to pass SEO equity to high-priority pages.
Ensured the new site was mobile-friendly to cater to the mobile-first audience.
Conducted rigorous speed tests to ensure fast load times, improving user experience and SEO performance.

4. Integration with Lead Generation Tools
We also aligned the SEO migration with WorldPoint’s martech stack, integrating their CRM, analytics platforms, and lead generation tools to enhance their sales conversion process.

Results

25.42% increase in organic traffic year-over-year, driven by the successful migration and keyword optimization.
The new website ranked for more keywords than the previous site, expanding visibility and creating new opportunities for lead generation.
Improved lead generation performance, thanks to the careful SEO alignment with their broader digital transformation goals.

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