Challenge

When a leading investment brokerage launched a new website, it came with two problems that threatened to undo years of organic progress. Making on-site changes was slow and cumbersome, which meant every optimisation took longer than it should. More pressingly, the migration itself posed a real risk: high-value pages from the legacy platform needed clean redirects into the new build, or hard-won ranking signals would simply disappear. The task was to identify how Primal could protect existing organic authority during the transition while creating the conditions for growth on the other side.

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Approach

We focused on two things: protecting what already worked and finding what was being missed. Our team mapped every legacy URL to its counterpart on the new domain so ranking signals transferred cleanly rather than resetting from scratch. Duplicate and retired pages were flagged for canonical consolidation to tidy up how search engines read the site. A key part of how Primal approached this project was by running a content gap analysis across each service line against direct competitors, surfacing untapped keywords the site wasn’t yet ranking for and using that to sequence the work in order of impact.

Results

How Primal delivered meaningful outcomes was through a clean migration paired with targeted content improvements across every service line. Legacy URLs were matched to their new counterparts and each page was refreshed to read as current and genuinely useful, with E-E-A-T principles applied throughout. Canonical tags were added to duplicate pages no longer in active use, giving search engines a clearer picture of the site's structure. The gap analysis fed directly into new and expanded content per service, turning what could have been a damaging migration into an organic growth engine. Within six months, the site achieved a 9.51x increase in organic key events, 2.37x growth in new users, and an 88% lift in organic clicks.

I want these numbers

9.51x

Organic Key Event Increase

2.37x

New Users Increase

88%

Organic Clicks Increase

I want these numbers
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