The Challenge: A Smooth migration on a tight schedule.

When Questback was planning to migrate to a new website, they approached Found for some urgent assistance. These were some of our objectives:

• Avoid any traffic loss for any of the 10 international regions when migrating to the new site
• Grow visibility to the UK part of the site by 20%
• Complete work within the strict deadline of 2 weeks
• Off-set the technical issues (which wouldn’t be fixed in time by their internal team) that were likely to drag site performance down

The solution: Insight, Optimisation and Content.

The first step to getting this right was to gain as much insight as possible as quickly as possible. We needed to know the top search terms that Questback’s target audience use across the journey-to-lead path. Our goal was to know how these people searched, and then uncover the best search terms that would generate good conversion rates for Questback.

Not long into our deep-dive, we realised that there was a significant gap between how Questback talked about their platform and services on their site, and how their potential customers were searching. So, fixing this went straight to the top of our priority list.

It was important to look at how Questback described their products, and carefully cross-reference that with the language used by competitors who were performing well organically. To help us do this, an inventory of search terms was built out using Sistrix, Ahrefs Keyword Explorer and other premium industry tools.

Through close collaboration with Questback, we created an inventory of keyword portfolios that was second to none - validated both by search volume and competitor analysis. This inventory described Questback’s offering in the way most conducive to targeting their audience directly in organic search.

On-site content was optimised and rewritten to these new requirements, and where needed, brand-new content was created with the in-house content team playing a pivotal role in keeping the changes strictly on-brand.

What normally would’ve been a very technical approach to a migration had just been flipped on its head to become a content-only approach. The capacity of their in-house development team and the time frame of the project meant we had to think on our feet and circumvent the tech bottleneck that could have scuppered the project.