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.

Redesign & UX Migration Project for Leading Office Supplies Business

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.

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Reduction in Technical Issues
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Organic Traffic Retained
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Traffic driving urls preserved

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.

About the Migration Project

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.

Objectives

  • 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

Content & Information Architecture Analysis

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.

Redirect Mapping

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.

Pre-Launch Validation

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.

Post-Launch QA & Monitoring

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.

RESULTS

"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

  • 93%Reduction in Technical Issues
  • 89%Organic Traffic Retained
  • 100%Traffic driving urls preserved
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118 %avg increase in rankings
768 %avg increase in traffic
2400 %average RoI
“On average, our client partners see a 721% increase in their investment with POLARIS."
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