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Infidigit’s Strategic SEO Migration Boosted Sessions by 57% and Revenue by 35% for a Leading Airline Brand Post-Merger
The Client
A leading flag carrier airline, known for its extensive domestic and international flight network, sought to enhance its digital presence and operational efficiency through a website migration following a major merger.
The Objective
With a competing airline merging into the primary airline, integrating all digital assets was crucial to ensure a seamless user experience. The migration process aimed to:
- Unify all flight routes, brand elements, and business pages under a single airline umbrella.
- Ensure seamless user navigation by integrating booking systems, customer support, and loyalty programs.
- Maintain strong SEO performance to prevent traffic loss and sustain search visibility.
- Minimize downtime and disruptions during the transition.
- Enhance operational efficiency through a more streamlined and cohesive digital infrastructure.
The Challenge
1. URL Structure and Route Pages
- The acquired airline’s website contained over 7,000 route pages, each with a unique URL structure that differed significantly from the primary airline’s existing framework.
- Certain routes available on the acquired platform did not exist in the primary airline’s network, necessitating careful mapping and redirection strategies to avoid broken links or user confusion.
2. Multilingual Functionality
- The multilingual functionality of the two airlines operated differently. Specifically, the acquired airline generated route pages based on the source and destination countries, while the primary airline’s approach made multilingual pages available in all country codes.
3. Service-Related Pages
- While the main service pages could be integrated relatively seamlessly, a significant portion of the acquired airline’s content was dedicated to services unique to that airline. These pages required careful evaluation to determine their relevance post-migration.
4. Blogs, News, Press Releases, and Magazine Sections
- The acquired airline maintained a robust content section, including blogs, news, press releases, and magazines, hosted on two separate subdomains. The primary airline, however, did not currently have a dedicated section for such content.
5. Career, Gift Cards & Loyalty Program
- The acquired airline operated separate categories for services such as gift cards, careers, and its loyalty program.
The Solution
Benchmarking Before Migration
Before transitioning to the existing domain, Infidigit collected performance metrics—such as data on top-performing pages and rankings—to set a baseline for assessing SEO results. The aim was not just to meet these initial benchmarks but to surpass pre-migration performance levels. Achieving this goal necessitated a detailed analysis of Infidigit’s current strategies and efforts, ensuring the migration would improve, rather than hinder, existing SEO successes.
Pre & Post Migration Checklist
The Infidigit team developed a comprehensive Pre & post-migration checklist and compiled a detailed deck outlining recommendations. This included best practices to follow and common pitfalls to avoid, ensuring a smooth and successful domain migration process.
Collaborative Assistance for Migration Plan
The team collaborated closely with the primary airline to ensure a seamless transition. Multiple brainstorming sessions were conducted to discuss best practices for migration. On the day of migration, the team provided comprehensive support, meticulously verifying all checklist items to ensure proper implementation.
Post-Migration Performance Monitoring
Following the migration, Infidigit’s team maintained close vigilance over the website’s performance, carefully monitoring its impact on traffic, conversions, and search engine treatment. To ensure optimal outcomes, they developed and adhered to a comprehensive post-migration checklist. This checklist encompassed tracking indexation numbers along with ten additional technical parameters, evaluating their impact and prioritizing them accordingly.
1. Route Pages and URL Structure
- AI & Data-Driven Approach : Leveraging artificial intelligence and data analytics, the team meticulously mapped the 7,000+ route pages of the acquired airline to the primary airline’s existing route structure.
- For routes not available on the primary airline, users were seamlessly redirected to a common “Book Flight” page, ensuring a smooth user experience without broken links or confusion.
2. Multilingual Functionality
- Enhanced Multilingual Support: The acquired airline’s multilingual pages, previously created based on source and destination country languages, were aligned with the primary airline’s comprehensive multilingual framework. This involved expanding language variations to match the primary airline’s standards, ensuring consistency and accessibility for users across regions.
3. Service-Related Pages
- AEM Services Pages Mapping: The team carefully evaluated and mapped the acquired airline’s service-related pages to the primary airline’s structure. Pages that were no longer relevant or redundant were redirected to the primary airline’s homepage, streamlining the user journey and reducing clutter.
4. Blogs, News, Press Releases, and Magazine Sections
- New Subcategory Creation: To accommodate the acquired airline’s extensive content, the primary airline introduced a new “Newsroom” subcategory on its website. This section now hosts blogs, news articles, press releases, and magazines, ensuring that valuable content is preserved and accessible to users
5. Separate Category for Gift Cards, Careers, and Loyalty Program
- Integration of Loyalty Programs: The acquired airline’s loyalty program was seamlessly integrated into the primary airline’s new loyalty program, ensuring a unified experience for loyal customers.
- New Pages for Gift Cards and Careers: Dedicated pages were created on the primary airline’s website for gift cards and careers, replacing the separate domains previously used by the acquired airline. This consolidation improved user accessibility and aligned with the primary airline’s branding.
The Result
Organic Traffic Post Migration
Post the business merger, sessions, transactions, and revenue started improving immediately from the next day.
57%
Improvement in Sessions
Post-Merger on the Primary Airline's Website.58%
Improvement in Transactions
Post-Merger on the Primary Airline's Website.35%
Improvement in Revenue
Post-Merger on the Primary Airline's Website.12%
Improvement in Non-Brand Sessions
For the Primary Airline Through Route Pages45%
Improvement in Non-Brand Transactions
For the Primary Airline Through Route Pages17%
Improvement in Non-Brand Revenue
For the Primary Airline Through Route Pages
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