Red Cross First Aid Norway
Red Cross: SEO migration
An SEO Migration Success Story
SQLI Nordics had the pleasure and privilege of launching a new e-commerce solution together with Røde Kors Førstehjelp — one built for growth. A critical requirement was to retain as much of the website’s existing visibility on Google as possible. By involving SEO from the very beginning of the project, the site saw a 31% increase in Google visibility within the first month after launch.
What is an SEO migration?
SEO migrations are always sensitive. When too many changes are made at once, there’s a significant risk of disrupting how Google perceives the site — often resulting in instability in search visibility and turbulence in the SERPs (Search Engine Results Pages). To avoid this, a solid strategy is essential — covering URL structure, internal linking, and the handling of redirects from old to new URLs.
It’s always rewarding to see what good data, smart SEO and great teamwork can achieve together.
Our SEO approach
Clear SEO requirements were defined already during the pre-study phase to ensure proper rendering and crawlability. To support Server-Side Rendering (SSR), we used the Next.js framework to serve static HTML on the first page load. Another key requirement was to decouple products from their categories in the URL structure, enabling more flexible categorization in the future.
We also performed a comprehensive audit of all URLs to ensure proper redirection. This included not only URLs from the current sitemap but also historical URLs and backlinks from other websites. By exporting data from multiple sources, we identified which URLs were driving traffic from Google, which had backlinks (and from where), and what their respective search volumes were. This gave our client a clear overview of which pages absolutely needed to be redirected — and, in some cases, even preserved — despite being initially deemed redundant in the new structure. To monitor the SEO impact post-migration, we used SISTRIX, an industry-standard platform for tracking website visibility in Google search results. And the results, shown in the graph below, was astonishing.
The Results
The new website was launched in early March. Just one month later, visibility had increased by 31%. The site broke its previous trend and is now on a strong upward trajectory. The number of keywords ranking in the Top 10 also increased by 10%. In total, 120 phrases improved in rankings, and over 70 new keywords started ranking. Notably, 57% of these new keywords are already ranking in the Top 10 — a very exciting development.
A close collaboration, a shared result
The outcome is proof of what happens when technology, strategy, and teamwork align. For us at SQLI Nordics, it is important to listen to our clients needs and deliver a strategy which actually works. And in this case we managed to succeed due to our great partnership with Røde Kors Førstehjelp. A client that didn’t just want a new e-commerce platform, but also valued the invisible foundation that SEO really is. Together, we built a solution that doesn’t just appear, it performs.
Working with SQLI felt more like collaborating with colleagues than with an external agency. They were approachable, knowledgeable, and really listened to our needs. The end result is something we’re proud of – and that truly reflects who we are.
