After Glotech Repairs had decided to merge their two sister sites, the team at Custard worked with them to transfer over as much of the old site’s search performance as possible to the new merged site, by monitoring redirects, reclaiming old backlinks for the new domain, optimising the merged site’s meta title and description tags, reviewing content and providing advice on the implementation of a new mobile theme.
The merger went smoothly, but owing to various unfavourable factors such as the www.glotech.co.uk site having a huge number of unrelated thin-content pages (10,000+) which diluted the search value of the site for ‘appliance repairs’ (only around 600 pages), the combined site’s visibility for various high value ‘repairs’ keywords subsequently dropped off, as did new enquiries – the life blood of the business.
Following discussions about the best way forward for the business, we advised our client to revert back to having two separate sites.
Although this was a decision no one wanted to have to make, it turned out to be the right choice – since reinstating the old site we have managed to recover its previous visibility, traffic and enquiries.
We believe that making this difficult decision in a timely manner has helped to mitigate the substantial negative impact the business would have seen had it continued with the merged site.