Case Studies

Website Migration Support Leads to 126% Increase in Traffic

After our client underwent a site redesign and migrated to a new CMS, they saw traffic decline. We worked to identify the issues through Technical SEO audits.

Overview

After a site redesign and platform migration, our client experienced a 26% decrease in traffic. Seer conducted a technical SEO audit and identified issues to fix. After solving these issues, our client saw a 125% increase in organic traffic and a 30% increase in organic revenue YoY.

Client

A Mid-Cap Consumer Packaged Goods Company

Industry

Type

[The Impact]
+126%
increase in organic traffic
+30%
increase in organic revenue YoY
+25%
increase in organic transactions

The Challenge

Our client went through a site redesign and migrated to a new CMS, in which they changed their URLs and information architecture. Post-migration, they saw a 26% decline in traffic, and gap in year-over-year performance the month after launch.

During the initial technical SEO audit, Seer found the following technical issues:

  • 163,198 URLs not properly redirected
  • 90k 404 pages from URLs that existed and were missed in the redirect map, or directories that were created but never contained content
  • Excessive URL parameters created and indexed
  • Mass amounts of duplicate content
  • Missing/mismatched canonical tagging

Seer's goal was to work with our client to properly redirect URLs, block parameterized URLs, and update canonical tags site wide.

The Strategy

Identify and fix major issues through regular Technical SEO audits/check-ups, and log file analyses. 

We led the following steps:

  • Crawled staging site and identified URLs that were not properly redirected and presented new redirect map to client for implementation
  • Reduced 404 errors by 94% (90k down to 5k) by observing traffic and backlinks to determine valuable URLs that should be properly redirected
  • Used log file data to observe wasted crawl budget and blocked excessive URL parameters
  • Presented solutions to fix faceted navigation and consolidated duplicate content via 301 redirects
  • Identified duplicate folders throughout the site and 301 redirected URLs and implemented 410s for URLs containing little to no value
  • Updated canonical tags site wide to ensure proper URLs were being canonicalized and indexed

The Results

By rectifying these website migration issues and continuing to provide regular audits and analyses, our client has seen increases in organic traffic, organic transactions and YoY organic revenue. 

Seer Solves It Case Study Image_TSEO

 

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About Seer Interactive: 

Seer Interactive is at the forefront of Generative Engine Optimization (GEO). We run enterprise-scale AI search experiments and turn them into proven strategies that deliver AI visibility and business impact. We help enterprise brands navigate the shift between traditional SEO to AI visibility, building strategies that win across search engines, LLMs, and wherever your customer is looking for answers.

Our edge? Decades of thinking about how people get answers to problems, across social, SEO, Paid, and UX, now applied to AI search through live GEO experiments that deliver measurable visibility. Wil Reynolds and the Seer team have been leading the conversation on AI, SEO, and GEO since the beginning.

Seer partners with industries from SaaS and e-commerce to healthcare and banking , helping brands like American Family Insurance and Capital One adapt, move faster, and capture visibility in an AI-first world.