Google Search Office technology

How Konica Minolta recovered from a bad migration and grew organic traffic 84%

A site migration by their previous agency sent Konica Minolta's rankings and traffic into freefall. A full technical, onsite and link recovery didn't just claw it back: visibility rose 160% and organic traffic 84%.

I Want Results Like This Recovered and surpassed pre-migration
A Konica Minolta technician checking a printed colour sample
160%Google visibility
84%Organic traffic
12,563Organic keywords rankingAhrefs, after recovery
01

The problem

Konica Minolta came to us fresh off a site migration handled poorly by their previous agency, with organic traffic and rankings falling fast. The homepage had been turned into a global gateway page hosted on a different domain, which took all of the branded traffic with it.

Worse, pages that once targeted valuable keywords had those terms stripped out during the migration, content-rich pages cut back to suit an aesthetic with no thought for results. Years of gains were undone by bad advice. Our task was to recover the lost traffic, then push past where the site had been before.

What we were up againstRankings and traffic plummeting after the migrationHomepage moved to a global gateway on another domainTarget keywords stripped from once content-rich pagesKeyword cannibalisation introduced across the new site
The rebuilt Konica Minolta Australia homepage after the migration: a clean layout with the keyword-rich copy stripped out.
The rebuilt Konica Minolta Australia homepage after the migration: a clean layout with the keyword-rich copy stripped out.
02

What we did

Reversing the damage was no small job. We rolled out an end-to-end SEO programme: a comprehensive technical audit, onsite optimisation, copywriting, a backlink audit and ongoing link building. Everything started with working out exactly what the old site had been ranking for, so we could rebuild it deliberately.

1Audited the archived siteWe went through the archived version of the old website to identify which keywords each page had targeted. Those pages had ranked for high volume, valuable terms, so mapping them correctly was vital.
2Refreshed the metadataTitle tags and descriptions were rewritten to bring back the removed keywords and eliminate the keyword cannibalisation the new site had introduced.
3Copy behind a read-more widgetNew optimised copy went onto the home and category pages behind a read-more widget, giving Google what it needed while keeping the layout's aesthetics intact.
4Cleaned up the backlink profileA link audit turned up dozens of questionable backlinks. We disavowed them and replaced them with links from authoritative, high quality sites and publications.
Estimated search traffic, 2017 to 2018: the April 2017 migration dip, then the climb back as the work rolled out.
Estimated search traffic, 2017 to 2018: the April 2017 migration dip, then the climb back as the work rolled out.
03

The results

We didn't just recover the lost traffic and rankings, we went well past the previous results. Overall Google visibility increased by 160%, and organic traffic to the site rose 84% as a direct result.

Organic keywords tracked in Ahrefs, climbing to 12,563 after the recovery work.
Organic keywords tracked in Ahrefs, climbing to 12,563 after the recovery work.

With the foundations rebuilt properly and the link profile clean, Konica Minolta's domain is positioned to keep compounding rather than repeating the past.

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