• Andrew Shotland

    One of the best articles I have read on SEL for a while. Nice work Amy.

  • http://www.keshkesh.com/ Takeshi Young

    Very interesting case study! I guess SEOMoz decided to take a more brazen approach :p

  • http://www.zooron.com/ Sam Hamilton

    Did Moz say how much traffic they lost? I always hear about this 20-50% number but who else has reported this on a high traffic site?

  • http://www.keshkesh.com/ Takeshi Young

    They lost around 20% of their search traffic, and still haven’t seen a full recovery as far as I know:
    http://moz.com/rand/10-traffic-graphs-seomoz-moz-domain-migration/

  • http://babypickel.com/vincenzo.html Chenzo

    I agree Andrew – great case study and also a very big project to have done a story on.

  • http://www.samharries.com/ Sam Harries

    Interesting case study. 90% strength is a fantastic claim for something this size. Still eagerly awaiting announcements from Yoast and crew regarding TheGuardian’s migration.

  • Sean Lim

    why wouldnt redirect 301 retain the original seo juice?

  • http://www.dburnsdesign.com/ Anisha Fonville

    Great article, Amy! Definitely one of the best posts I’ve read in a while. There’s no doubt at all that this was a very well planned and executed move by the Home Advisor SEOs.

  • http://www.ematters.nl/ Arjan Bakker

    Nice accomplishment. If they would only built the website even better? Website speed is slow. (check using gtmetrix.com) Ever heard of richsnippets, OGP? No XML sitemaps?

  • Brandon Ridenour

    Hi Eamon – unfortunately, with a change of this magnitude, there are few contingency or back-out plans. Hence, one needs to have their ducks in a row going into it. It’s a bit like cliff diving i guess!

  • Brandon Ridenour

    Sean — 301 redirects are a key component of executing the change. However, ultimately your old links are de-indexed while the new links/urls are indexed. Ultimately, the new urls derive their ranking strength from more factors than just the old redirected urls. Most of the traffic loss ultimately occurs as a result of old URLs being de-indexed.

  • Brandon Ridenour

    Anisha — thanks! We were very lucky to have the leadership of several people who are experts in both SEO and in the local search space leading our planning and execution. They did a terrific job and deserve all the credit.

  • Myron_Rosmarin

    Nice piece! Kudos to Chris Terrill and Brandon Ridenour for sharing their experiences.

  • Ronnie’s Mustache

    Really interesting- thank you!

    I’ve been through some big rebranding / URL changes and as mentioned in the article, you need to be realistic. You WILL lose some rankings for a short period of time. But there are ways to supplement the traffic, and they often turn out to be good long term plays that continue to produce after you’ve reclaimed your SE positions/traffic.