Case Studies

Consolidating SEO Authority: Successfully migrating a topically authoritative blog into an ecommerce site

THE CHALLENGE:

3D Universe’s powerhouse blog had grown in authority and organic search performance over the span of more than 10 years, rivaling the performance of its ecommerce site. However, since the sites were hosted on two separate domains, the authority that each had amassed didn’t help the other’s organic search visibility. The challenge was to migrate the blog onto the ecommerce platform to merge the authority from both domains into a single, stronger site for organic search. 

THE APPROACH:

Since it’s common to see a temporary drop in organic search performance after a migration, the operation required the utmost care. After auditing performance, JumpFly worked with 3D Universe to ensure that the site’s new templates would feature the same or stronger levels of internal linking, category structure, URL structure, and more, all while accomplishing a more consistent look and feel. JumpFly also developed the 301 redirect map that enabled the transfer of link authority from the blog’s old domain to its new home. After migrating, the 301 redirects were posted, and JumpFly conducted an SEO audit of the new blog, recommending tweaks to improve performance. 

THE RESULTS

Not only did the migration not create a drop in traffic, but 3D Universe immediately began to drive more sessions than previously seen when the blog and ecommerce site were hosted on separate domains. Fast forward five months and January 2024 saw a 35% increase in traffic year over year compared to January 2023. In addition, 3D Universe increased its ranking footprint extensively, with top-10 rankings increasing by 41.1% in January 2024 year over year, and top-3 rankings increasing by 114%.