Case 05 / Delivery-backed
Regional rebrand and domain changes put rankings and working URL paths at risk.
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Evidence note: Results retain the supplied evidence label and reporting context. Attributed or estimated results describe the available record, not an unsupported claim of causation.
The manufacturer was changing brand, theme and domain structure across several regional websites. This created risks to rankings and working URLs while internal developers, an external SEO specialist and regional managers shared the launch schedule. A simple lift-and-shift could preserve old weaknesses, while an aggressive restructure could destroy existing search value.
The Rolfe Marketing team coordinated the discovery and migration workstream. Discovery covered Google Analytics and Search Console access, a cross-region competitor set, staging requirements, stakeholder briefings and the decision process for country domains versus a .com subdirectory structure. Keyword research informed the new information architecture while mapped redirects and technical review protected existing high-value pages and queries.
The discovery phase produced a cross-region search benchmark, a category-tree direction, a documented redirect-risk workstream and a staged technical review plan. It also identified quick-win keyword gaps in Australia and the United States without forcing an unnecessary wholesale restructure. The migration programme was designed to preserve current equity while creating room for new demand.
Regional search benchmarks and redirect controls shaped the migration sequence.
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Next step
Bring SEO evidence into the delivery plan for a redesign or domain move before launch risk compounds.
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