The challenge

Sandown Group tasked us with helping steer them through the replatform of their website. Having opted to change the website to improve performance, they were conscious that they didn’t want to lose any traffic.

There were many SEO issues with the old platform, including a site architecture that had become messy as it scaled and multiple duplicate pages across every section of the site. Fixing the above whilst working to a tight delivery time would be essential to the success of this project.

The Broadplace approach

With any replatform for the key to its success is communication. Early on, it was essential to liaise with the agency developing the replatform to make sure that they knew where we needed to feed into the project and where we didn’t.

To do this, we mapped all the SEO requirements into a single document of truth. This document included:

• All the technical SEO requirements
• All the on-page SEO requirement
• Current issues on site we’re looking to resolve
• What we need sign-off on
• Roles and responsibilities
• A roadmap for process

We then talked through the document with the developers to make sure we factor in any details.

Once that was done, we set about working through the process step by step.

As we got towards the business end of the project, we organised regular meetings with the developers to make sure that there was clear two-way communication around tasks, dependencies and responsibilities.

The results

As a result of the communication between the two agencies, the launch day went smoothly with no significant issues on site.

In the month after the replatform, Sandown saw a 10% increase in sessions YOY as well as a lower bounce rate (-20%).