cult.fit Case Study
How Infidigit helped cult.fit restore their DA and traffic with improved rankings after a domain migration
cult.fit strives to keep you fit and healthy through a range of holistic offerings that include fitness, yoga, healthy meals, mental wellbeing and primary care. With cult.fit, anyone can work on their fitness from the safety of their homes with just a single app that helps you #BeBetterEveryDay
cure.fit (now: cult.fit), which operates the cult.fit chain of gyms across India, has remained a prominent player in the cross-fitness market.
It was one of the first in the country to offer e-fitness or tele-fitness services, which became more popular following the COVID-19 pandemic. Telemedicine services for a full-body checkup and personalised health plans are also available through their platform.
It provides a range of holistic services to support a person’s physical and mental well-being; online and offline services include:
- cult center
- Gyms by cult
- Online PT
- Online fitness classes
- Live ‘at home’ fitness classes (Yoga/Exercise)
- Guided meditation
- Healthy recipes
- cultsport (equipment,footwear,apparel)
- Online doctor consultation
- Home lab test
- Online dietician consultation
- Online therapy
- Audio sessions for mental wellbeing
- Online meal delivery services and subscriptions
What was cult.fit looking for
Since cure.fit intended to be the sole destination that popped into the minds of people
who wanted to enter into the health and fitness space, rebranding was a major
Pre-migration, cure.fit already ran its fitness centres across India under the cult.fit
moniker, and its rebranding was an effort to bring all their fitness products under one
brand name and reach out to more users. This would mean the website would have to
undergo a domain migration. The new name was made effective from 11 May 21, across
There are plenty of challenges one can encounter when moving to a new domain. All
kinds of domain migrations carry risks, some of them being traffic related, others
pertaining to domain authority and visibility on the Search Engine Result Pages.
The biggest challenge was to estimate how long it would take to restore the
domain authority and if a full recovery could be expected. It is believed that the
DA of a website can impact its visibility on the web.
Second, reduced visibility on the SERPs. A domain migration can sometimes lead
to loss of rankings or poor visibility on the web since the DA of the new domain
can be low. A well executed domain migration can help retain rankings. The
challenge with ensuring rankings was a poor or low DA of the newly acquired
Third, the loss of traffic. To be able to estimate how the domain migration would
affect the organic traffic and upon loss, how long it would take to achieve the
benchmark numbers and/or surpass them.
What did Infidigit Help Achieve
Even though website content remained the same, Google treated it as an entirely new
identity. Bumps, changes in ranking, and thus changing traffic, along the way were
inevitable. But, a carefully curated migration and redirection strategy helped protect the
investment made in the site – the visibility, traffic and authority with the search engines.
Within 4 months of the domain migration, Infidigit managed to restore the Domain
Authority for the new domain and traffic along with improved Rankings.
When the website was migrated to a new domain upon rebranding, the DA of the existing cure.fit domain was 45, whereas the DA of the newly acquired cult.fit domain was 8.
Prior to migration 1,346 Keywords were ranking between positions 1-3. With a successful migration, cult.fit has more that 1,837 Keywords ranking between positions 1-3
The recovery from a traffic standpoint was pretty smooth, with a well managed migration, Infidigit achieved and surpassed the pre-migration numbers.
How Did We Achieve These Results?
Our success can be attributed to the following factors:
1. Benchmarking before the move to the new domain
We compiled data for top-performing pages along with their Core Web Vital (CWV) and
PageSpeed scores to benchmark the output of the SEO efforts before the domain
migration. To achieve not only the initial set benchmark but also surpass the pre-
migration numbers, it is vital to know and analyse what we were working on.
2. Planning for the Type of Website Migration
There are different types of website migrations that can be undertaken. The scenario in
cure.fit’s case was fortunate in the sense that everything remained the same as far as
URL structure was concerned. The only thing that was to be changed was the domain
To tailor cure.fit’s domain migration to cult.fit, Infidigit put together a deck with
recommendations that involved best practices and common pitfalls to look out for.
3. Extending Help Towards Migration Plan
The team worked closely with the client and their available resources to ensure a smooth
transition. Brainstorming sessions involved discussing the best practices for process
implementation and accommodating available resources. The team also communicated
at length with the IT and development teams to understand the process and help
eliminate bottlenecks and ensure smooth deployment.
4. Initiating the move with a site migration plan
Significant risks are reduced by carefully planning the migration. It also has a better
chance of keeping existing search engine referrals or even improving overall website
To ensure a smooth transition and prevent major loss, The team at Infidigit to sustain
organic traffic helped Google — and other search engines — understand that a page has
moved to a new location. The team started with a well-defined redirect mapping plan and
prepared a rigorous checklist with more than 20 on-page, off-page, and technical
parameters to guarantee a smooth transition.
5. Avoiding pitfalls & identifying errors during the process
Along with traffic loss, it was important for the team to lay out all the possible risks
associated with this migration. So, in its migration plan, the team flagged things that
could possibly go wrong & highlighted the best ways to do it.
During the migration process, Infidigit prepared a comprehensive document and updated
it in real-time to notify the IT and development team of things that seemed improper on
the front end & identified critical errors that could have ruined the website’s chances of a
successful domain migration.
6. Validating the migration progress
For a thorough inspection of the newly migrated website, the team conducted an in-
depth audit covering more than 200 SEO health check parameters. During this process,
the team audited the pages, their CWV scores, and overall user experience and
performance. This was conducted to validate performance, taking into consideration the
pre-migration data recorded for the same metrics
7. Monitoring performance after the big move
While the new domain is live and the migration has concluded, there’s still more work to
After the big move from cure.fit to cult.fit, Infidigit monitored the progress very closely to
see how it affected the website’s traffic, conversions, and its treatment by the search
A post-migration checklist was created and maintained to ensure the best results, which
involved monitoring the indexation numbers and ten other technical parameters and their
degree of impact and priority.
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