Migration from Separate Domains to One Unified Domain
SEO is a frequently mentioned term in the digital ecosystem. However, it is often associated solely with “how to rank higher on search engines”, while the technical aspects—such as longevity, contribution to brand awareness, and user experience—are often overlooked.
At SQLI Nordics, our goal is to ensure that the technical foundation of SEO is properly set, maintained, and continuously evaluated with our clients. This brings us to our collaboration with Båstadgruppen, where the objective was to strengthen their digital footprint by consolidating multiple brand domains into a single, unified domain.
For context, Båstadgruppen is a leading Nordic supplier of workwear, head protection, footwear, and gloves, representing a portfolio of well-known brands. With a diverse product offering and a broad customer base, their digital presence plays a crucial role in making their products accessible while reinforcing their market position. A seamless transition was therefore essential.
The Challenge
Previously, Båstadgruppen operated multiple brand websites, each with its own domain. While this approach maintained individual brand identities, it also fragmented their online visibility and diluted search engine rankings. Managing multiple domains posed challenges related to SEO, content consistency, and technical maintenance. However, domain migrations come with significant SEO risks, including:
• Loss of search rankings if redirects and site structure are not handled correctly.
• Disruptions in indexing, impacting organic traffic and visibility.
• Negative effects on user experience, such as broken links or inconsistent navigation.
Our Solution
To mitigate these risks, we developed a detailed and carefully planned migration strategy, ensuring a seamless transition in close collaboration with Båstadgruppen. Our approach aimed to minimize any negative impact on rankings and user experience while optimizing their digital presence.
Our structured, data-driven migration strategy focused on:
• Comprehensive migration planning, mapping out all critical SEO elements.
• Strategic URL redirection, implementing proper 301 redirects to maintain link equity and search rankings.
• Prioritization and requirement setting, identifying and optimizing the most crucial pages and content.
• Technical SEO guidance, addressing indexing, sitemaps, and site architecture to enhance search engine crawling and usability.
The Results
Our well-executed SEO migration strategy delivered remarkable improvements:
✅ +55% increase in cumulative visibility post-migration.
✅ Preserved and improved search rankings despite a major structural change.
✅ Enhanced user experience with a centralized, well-structured domain.
Conclusion
At SQLI Nordics, we take great pride in our SEO migration project with Båstadgruppen. While we approached this project with deep technical expertise, what truly sets us apart is our ability to tackle challenges in a data-driven and solution-oriented way. By maintaining close collaboration with our clients, we ensure that every decision is informed and strategically aligned.