Seamless Website Migration Increases Organic Traffic by 97% YOY

 

BrightFunnel empowers CMOs and their teams to understand the future revenue impact of their decisions, and plan for the future by providing actionable revenue insights for B2B marketers.

After looking into their own revenue insights, BrightFunnel saw an opportunity to achieve one of their business goals for 2017: to increase organic traffic to their website.

The first step was to give their website a refresh. This included a new design and updated content that would attract visitors. However, a concern that arose, as with any website migration, was to seamlessly transition the user to the new website without  losing content and making sure the redirect was working properly.

BrightFunnel collaborated with TopRank Marketing to ensure that BrightFunnel’s existing customers and prospects would be positively affected by this transition.

Competitor Audits, Short and Long-Term Strategy and Search Engine Optimization

TopRank Marketing developed a customized migration plan for BrightFunnel’s website which included three main focus areas.

First, the team conducted competitor audits including website performance, social media and SEO to gain insight into user experience, content creation strategies and understand ideal audiences.

After analyzing these results, the team created a strategy which included two parts: short-term and long-term.

  • The short-term strategy included plug-in recommendations and simple search engine optimization tactics to maintain website traffic.
  • The long-term strategy was set in place to ensure that BrightFunnel stayed relevant and top-of-mind for customers and prospects.

Throughout the migration, search engine optimization was implemented to increase site navigation, brand awareness and ultimately, increase organic website traffic. SEO is an ongoing process. With SEO algorithms and technology constantly changing, the long-term strategy included ways to keep up with these changes and continually adapt.

After executing this migration plan, the new website was launched February 2nd, 2017, and the results successfully impacted BrightFunnel’s organic website traffic.

 



What Were the Results?

  • 2,615 organic sessions in March 2017
  • 97% pageview increase YOY
  • 86% user increase YOY
  • 72% session increase YOY