Once the domain had been confirmed and the new website was underway, the SEO team at POLARIS then set about auditing the existing brands content to update and reflect it for the new brand.
As this was an ecommerce website going through a rebrand, all products, and product categories were reviewed and re optimized with the new AMTEC brand and messaging principles in mind.
This SEO site migration work was carried out as a part of the SEO agencies initial pre migration works phase. By going through this process, the agency team ensured a best practice approach to the complex migration which would ensure a higher rate of success.
“I think we did a really great job of the rebrand. So many things could have gone wrong but they didnt. Im really pleased. “
Jason White
AMTEC Group
As the site was moving to a brand new domain, there were extra steps involved during the changeover process that were critical to ensuring business continuity for the client.
In line with Googles requirements, domain name change procedures were followed, putting the original domain into a period of changeover for 90 days from the day of go live.
Along with this, a series of 301 and 302 redirects were implemented at an extensive level across product, category, and location pages within the site. This ensured that every location from the historical domain was redirected to its newest and most relevant equivalent in the new domain in the most efficient way.
Tests were conducted during changeover, and monitoring reports were delivered to keep the client and web agency informed of our progress.
In July 2021, Ellis machinery successfully rebranded as AMTEC Group.
Thanks to the experience of the SEO team at POLARIS, the business’ search engine profile went into a period of changeover for 90 days.
After 90 days traffic levels were confirmed as being consistent. The rebrand and site migration project was a success.
