The Challenge
This leading investment brokerage serves retail and institutional investors, with mutual funds, Thai stocks and international stocks.
When the brokerage launched a new website, 2 problems put years of organic search progress at risk. Changes to the site were slow and difficult to make, so every optimisation took longer than it should. The bigger risk was the migration itself. The high-value pages on the old platform needed clean redirects to the new website, or the ranking signals they had earned would be lost. Primal’s task was to protect the site’s existing organic authority during the change and set up the conditions for growth after it.
Our Approach
Primal’s search engine optimisation (SEO) work had 2 aims, to protect what already worked and to find what the site was missing. We mapped every address on the old website to its matching address on the new domain, so ranking signals carried over instead of resetting. Duplicate and retired pages were marked for canonical consolidation, which tells search engines which version of a page is the main one and makes the site’s structure clearer to them.
A central part of the work was a content gap analysis for each service line, which compared the site’s content with that of competing brands. It found keywords the site did not rank for yet, and Primal used them to put the work in order of impact.
Outcomes Achieved
Primal completed a clean migration and improved the content of every service line. Each old address was matched to its new one, and each page was refreshed so it read as current and useful, following the principles of experience, expertise, authoritativeness and trustworthiness (E-E-A-T). Canonical tags went on the duplicate pages no longer in use, which made the site’s structure clearer to search engines. The gap analysis led to new and expanded content for each service.
A migration that could have cost the site its organic rankings became a source of organic growth instead. Within 6 months, organic key events rose 9.51x, new users rose 2.37x and organic clicks rose 88%.
- 9.51xIncrease in Organic Key Events
- 2.37xIncrease in New Users
- 88%Increase in Organic Clicks
Key Insights
- Mapping every old address to its match on the new domain let the site’s ranking signals carry over instead of resetting.
- A content gap analysis against competing brands found the keywords the site did not rank for and led to new and expanded content for each service.
- Within 6 months, organic key events rose 9.51x, new users rose 2.37x and organic clicks rose 88%.
