POLARIS delivered a full SEO-led UX website migration for Codex as the business transitioned to the EvoX platform, ensuring the redesigned site launched without loss of visibility or structural integrity.
Through deep technical auditing, redirect mapping, and optimisation of category content and templates, we resolved critical platform issues and safeguarded all existing organic performance. The result was a clean, stable migration that strengthened Codex’s search foundations and positioned the new site for scalable commercial growth.
Codex, one of Ireland’s leading suppliers of office furniture and office solutions, appointed POLARIS to support the end-to-end migration of their b2b e-commerce website to a new platform.
A UX-focused migration requires balancing design improvements with the protection of existing search equity. The most important factors include preserving historic landing-page structures, maintaining internal linking depth, and ensuring new templates don’t weaken relevance or remove content that drives traffic. Redirects, crawlability, metadata, and content hierarchy all need to be validated against the new UX so the redesigned experience improves conversions without compromising visibility.
Working alongside Codex’s development partner, POLARIS led the SEO strategy across pre-migration auditing, redirect mapping, content optimisation, and post-launch validation to ensure the new Codex.ie domain launched with minimal risk and improved search foundations.
Protect all existing organic visibility during the migration
Improve site structure and remove legacy technical issues
Deliver a complete technical audit of the development site
Create a full redirect map for all legacy URLs
Optimise core category content for relevance and ranking performance
Ensure a clean launch with no critical SEO blockers
POLARIS undertook category-level research and rewrote key category pages to improve relevance, expanding coverage around product features, use cases, and commercial benefits.
Using the supplied on-page optimisation framework, we:
Restructured content for clarity, keyword mapping, and user intent alignment
Embedded primary and secondary terms for categories such as office storage, filing cabinets, bookcases etc.
Ensured consistent H1/H2/H3 hierarchy according to the template guidance
Removed duplicate content occurring across category templates
Introduced internal linking anchors aligned to search demand
This delivered a scalable structure for Codex’s category rollout.
POLARIS created a full redirect mapping document covering:
Legacy URLs
New URL destinations
Logic for dynamic product URLs
Mapping for discontinued products
Resolution of parameters and query-string-based pages
This ensured all pre-migration equity was passed into the new site, protecting visibility for thousands of legacy SKUs.
Prior to launch, we performed repeat audits to verify:
Robots.txt had been switched to a live-safe version
Canonical tags no longer referenced redirected URLs
Multiple H1 issues were resolved at template level
Page-speed blockers were noted for post-launch improvement (LCP/FCP issues caused mainly by heavy JS)
Internal linking architecture no longer generated bulk broken URLs
XML sitemap was generated correctly
Redirect rules were firing as intended
This ensured a clean migration window with minimal SEO risk.
Upon go-live, POLARIS ran a full set of checks including:
Canonical redirect behaviour (HTTP → HTTPS, non-www → www)
Indexation behaviour in Google Search Console
404 log review to catch any uncaptured redirects
Performance tracking of priority categories and commercial terms
Continued optimisation recommendations for CWV, category depth, and international search
The migration stabilised successfully with no significant loss to organic visibility.
"Codex are seeing the benefits of some hard work from the Polaris team on multiple fronts. This concerted effort from the team has resulted in good gains over the first half of the year."
Ricardo Giacovazzi
Codex
/ 100% of priority organic landing pages retained
/ No loss of organic visibility across commercial product categories
/ Improved site structure and crawl depth due to the removal of broken links and template issues
/ Category content upgraded, improving relevance, readability, and ranking potential
/ Redirects successfully preserved legacy authority across thousands of URLs
Client Impact
The migration allowed Codex to move to a modern, scalable platform while preserving the organic performance built up over many years. With structured templates, optimised content, and technical issues resolved pre-launch, Codex now has a stronger SEO foundation to support commercial growth.
Technical debt significantly reduced, allowing Codex to focus on growth rather than recovery
“On average, our client partners see a 721% increase in their investment with POLARIS."Amo Sokhi Director