SEO Migration and CRO Resulted in a Flood of New Users for PSM
About PSM
Pells Sullivan Meynink (PSM), is a firm of engineers, geologists, hydrogeologists and hydrologists that provide geotechnical engineering solutions to governments and private organisations. Their services range from investigation and designs for mining, water, tunnelling as well as dams and civil capabilities.
PSM initally engaged with Rocket as a digital marketing partner to drive brand awareness in their niche industry. Throughout the engagement, Rocket enabled PSM by strengthening their website’s SEO, email marketing to support educational webinars and content marketing backed by LinkedIn Ads.
Challenge
To further improve their digital marketing presence, PSM engaged with Rocket to redesign their entire website and defend their SEO rankings with an SEO in a site migration project. The main goal was to uplift user experience, improve site speed and fix several technical that were impacting website performance.
Solution
Rocket’s SEO specialists completed a thorough audit of the website and presented a website migration plan that would allow the team to improve performance and user engagement. Some of the key steps in the project included:
- Content Audit: The team reviewed all content on the website including employee pages, service landing pages and blog articles. Then, they developed a plan for which pieces of content needed to be removed, which needed a refresh, and the pages that could remain as they were to continue driving traffic and leads.
- Crawling and Indexation Audit: Rocket’s SEO specialists allocated staging site URLs to all pages on the website. The team then identified and resolved any issues with crawling and indexation so that the site was more visible to search engines post-launch.
- Content and Metadata Audit: All meta titles, meta descriptions and heading structures were updated to include keywords, and related search terms. Rocket’s in-house copywriters were pulled in to improve the quality and quantity of copy on the page.
- Redirect Mapping: This step was vital to ensure that any internal linking URLs were redirected to the correct staging site URL, instead of the old site.
- Webpage Redesign: Rocket’s creative team designed new landing page layouts to ensure a balance of visual elements and copy, as well as making the website more user-friendly. Our in-house web developers brought these pages to life with thorough testing, keeping UX at the forefront of the project. This leg of the project was completed in close collaboration with our SEO specialists, who advised on the website structure, page layout, content sections and examples of competing websites.
- Migration Execution and Post-Migration Audits: Finally, all pages were successfully migrated. The team submitted a new XML sitemap to Google so that the search engine could crawl all new pages. After this, the team audited all content and metadata to confirm the information was allocated to the correct page.
Outcomes
540%
Increase in organic users to landing pages
72.46%
Increase in organic users to the contact us page
56.44%
Increase in organic users to the homepage
Result
The SEO Migration project for PSM was a resounding success. Throughout the changes to the site, keyword visibility rankings remained relatively stable. What’s more, the PSM website’s organic performance skyrocketed with:
- 56.44% increase in new organic users to the homepage
- 540% increase in organic users to the resources/books page, and a 680% increase in sessions on this page
- 72.46% increase in organic users to the Contact Us page, with a 2x increase in goal completions
All the keyword rankings that had dropped during the migration were regained and improved within two months post-launch.
Finally, PSM’s new landing page designs resulted in an improved user experience with organic engaged sessions increasing from 2.56 pages per session to 3.5 within a month.
Creatives
PSM's old website design:
PSM's new website design:
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