Rebrand Migration: Johnson Analytica (formerly Johnson Test Papers) is a UK based manufacturer specialising in analytical testing products, serving laboratory, industrial, and educational markets.

OBJECTIVES

As part of a brand transition, Johnsons Analytica undertook a full domain migration to align its digital presence with the new identity. This required the careful transfer of existing search visibility and performance from the legacy domain to johnsonanalytica.com.

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Increase in total sessions
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Organic “Contact Us” interactions
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Increase in organic sessions post-migration

Our primary objective was to migrate the legacy Johnson Test Papers domain to the new Johnson Analytica domain without losing existing organic visibility, indexed URLs, or user journeys.

The Challenge

The primary challenge was to migrate the legacy Johnsons Test Papers domain to the new Johnson Analytica domain without losing existing organic visibility, indexed URLs, or user journeys.

Key risks included:

  • Loss of established search equity
  • Broken journeys from organic and direct traffic
  • Traffic fragmentation across legacy and new domains
  • Inaccurate or inconsistent analytics tracking post launch

As the migration was domain-led, it was critical that search engines clearly understood the permanent relationship between the two domains. This required a structured SEO site migration approach to ensure equity, indexing, and tracking remained intact throughout the transition.

Members of POLARIS working on financial seo strategy

The Approach

POLARIS delivered the migration using a phased, validation-led approach designed to minimise risk throughout the transition, supported by a clearly defined SEO migration process. This included:

  • Pre-migration benchmarking of priority URLs and index coverage
  • Development and staged deployment of a comprehensive bulk redirect framework
  • Additional redirect handling for non www variants and uppercase/lowercase URL inconsistencies
  • Submission of a Change of Address request via Google Search Console to formally signal the domain move

All migration activity was executed and validated as part of a controlled rollout.

Following implementation, POLARIS carried out a structured validation process to confirm the success of the migration:

  • All benchmarked URLs redirected correctly to the new domain
  • All legacy URLs identified within the search index resolved as expected
  • Google Search Console records confirmed correct resolution with no outstanding errors

These checks confirmed consistent routing for both users and search engines.

Results

Post migration reporting confirmed a controlled and successful transition following the domain migration.

/ Total sessions increased by 224% month on month, reflecting the successful consolidation of legacy traffic onto the new domain
/ Organic sessions increased by 317% month on month
/ Zero residual traffic was recorded on the legacy domain following redirect deployment.
/ Organic search accounted for 35% of total sessions, with direct traffic representing 53%, consistent with post-migration behaviour.

Conversion tracking was implemented to establish a baseline for future reporting. Early organic interactions included 14 “Contact Us” clicks and one completed form submission, supporting initial performance validation. No evidence of traffic loss, index fragmentation, or tracking disruption was identified following the migration.

  • 224%Increase in total sessions
  • 14Organic “Contact Us” interactions recorded post-migration
  • 317%Increase in organic sessions post-migration
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“This migration was about protecting what already worked while enabling the next phase of the brand. The team managed the transition carefully, ensuring visibility, tracking, and user journeys were preserved throughout the move. The process was structured, well-governed, and delivered exactly what we needed.”
James FooteSEO Director
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