Rebrand Migration: Johnson Analytica (formerly Johnson Test Papers) is a UK based manufacturer specialising in analytical testing products, serving laboratory, industrial, and educational markets.
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.
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 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:
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.
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:
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:
These checks confirmed consistent routing for both users and search engines.
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.
“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