From Rebrand & Migration Nightmare to 688% Traffic Growth in Two Years: Avantra’s SEO Triumph
Avantra is an industry-leading software solution that provides an AIOp platform for SAP software.
Results in Numbers
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Key Deliverables
- Successful Hubspot SEO migration
- Website audit & optimisations
- Keyword strategy
- Content calendar & content brief creation
- Reporting setup
- Google services setup
- Online brand audit & foundations
- Conversion tracking plan
- Monitoring & reporting walk-through
Despite multiple (failed) attempts by various agencies, no one could fix the traffic crash caused by Avantra’s poorly planned and executed rebrand and migration in HubSpot.
We took on the challenge of repairing the migration issues affecting its online presence and of establishing Avantra as an authority in the SAP multiverse.
By performing a post-migration SEO audit, adding the missing 301 redirects, and optimising Avantra’s existing content with suitable keywords, we helped the team achieve 668% more traffic in a little over two years.
Avantra’s organic keyword results Jan 2020 to Nov 2022 (and beyond).
Source: Ahrefs
The Challenge
- No proper pre-migration or 301 redirects meaning massive traffic loss.
- The New Avantra site was not receiving all of (the previous site) Syslink Xandria’s authority.
- No keyword strategy to boost the visibility of existing pages.
Avantra, formerly known as Syslink Xandria, was (and still is) a leading SAP AIOps platform whose website lacked the keyword focus it needed for search engines to really understand, and therefore rank its pages. In essence, its website wasn’t optimised for SEO.
More urgently, however, it had undergone a messy Hubspot migration when it changed its name, which pretty much killed its rankings overnight. Despite working with various agencies (including Hubspot) to help fix the problem, Avantra’s traffic was still at an all-time low.
“We’ve hired many agencies over the years, and I have to say that Geeky Tech continues to surprise us with its results. A big thanks to the team!”
Chief Marketing Officer, Avantra
The Solution
- Audited the site with our post-migration SEO checklist to identify the remaining technical issues, and made immediate changes to unblock traffic.
- Paired the right keywords with its existing content and sculpted the content calendar to improve its topical relevance about SAP software.
- Set up a functional tracking system and empowered the team to source their own data that they needed to share with other board members.
- Built a strong online presence by claiming, branding, and optimising social accounts, directory listings, etc. and by redirecting Syslink Xandria links to Avantra’s new site.
The post-migration SEO checklist involves updating the schema markup, organising and redirecting old URLs to the new site, creating a new site map, and more. We explore this in more detail in our post, ‘<span “>SEO Migration Explained (Don’t Move Your Site Until You Read This)’.
The Results
By unblocking Avantra’s migration issues, boosting its off-page authority with high-quality backlinks, and developing a content strategy to align with relevant keywords, we helped Avantra achieve some incredible, long-lasting results.
Immediate reversal of the downward trend and continuous traffic growth after we helped Avantra resolve their migration issues. Source: Google Analytics.
In just a little over two years, our collaboration led to:
- Successful Hubspot SEO migration
- 85 page-one rankings
- Over 400,000 average organic monthly impressions
- 688% increase in overall organic traffic
- 45% cheaper organic CPL (compared to paid)
- A Google-recognised authority on SAP
See More Results
Key Deliverables
- Successful Hubspot SEO migration
- Website audit & optimisations
- Keyword strategy
- Content calendar & content brief creation
- Reporting setup
- Google services setup
- Online brand audit & foundations
- Conversion tracking plan
- Monitoring & reporting walk-through
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