Hostplus SEO Migration Case Study

SEO Migration for One of Australia's Largest Super Funds

Hostplus, a leading Australian superannuation fund, sought to migrate their website, Hostplus.com.au, to Adobe Experience Manager (AEM). To safeguard their organic traffic channels, Hostplus engaged Optimising, a top digital marketing agency, to collaborate with the developer, a digital solutions provider.

The project involved three key phases:

Pre-Migration Audit and Consultation
Redirect Work and Content Recommendations
Post-Migration Audit.

Pre-Migration Audit and Consultation

Optimising played a pivotal role in guiding the development process, ensuring adherence to SEO best practices. The pre-migration audit, conducted before the website launch, included:

Initial on-page updates for priority services and pages
Recommendations on pages to be ported
Identification and resolution of development and technical issues
On-page review focusing on critical elements
Pre-Migration Redirects

To maintain SEO performance, Optimising ensured that all old URLs were accurately redirected to their new counterparts. This involved:

Remapping and redirecting a significant number of major pages in the first batch
Mapping and redirecting additional redirects post-migration
Overcoming challenges posed by numerous subdomains, PDF files, and significant site structure changes

Post-Migration Audit

Optimising's involvement continued after the website launch to guarantee that Hostplus retained its previous performance levels. Post-migration activities included:

Reviewing the site and monitoring performance
Implementing further redirects as needed
Providing a list of outstanding priority fixes (on-page, onsite, technical, etc.) and collaborating with Inlight for resolution

The Wrap Up

Optimising's expertise in SEO and digital marketing proved invaluable in the successful migration of Hostplus.com.au to Adobe Experience Manager. By implementing best practices and providing ongoing support, Optimising ensured that Hostplus maintained its organic traffic channels and overall website performance.

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