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SEO support during the domain change of an online office supplies store

How to achieve an increase in key queries and maintain positions after moving the site

#SEO

Input data

Client: an online office supplies store that provides comprehensive services to corporate clients.

Timing: 5 months.

Team: project manager, SEO specialist, copywriter, editor.

Problem: moving the site to a new domain, which could potentially negatively affect the site’s position in search results.

Tasks:

ensure a successful move of the site to a new domain with full preservation of organic traffic and positions in search engines;

implement a set of measures to restore and improve conversions.

List of works

We developed a redirect map so that each page of the old domain received a correct analogue on the new one. This allowed us to avoid traffic losses and maintain the relevance of search results.

Support for the move and technical audit after. We conducted a post-migration site audit, tracked errors, and checked page indexing to ensure the stability of the resource.

We created and implemented a technical task to fix errors that arose after moving to a new domain. It covered all the key aspects necessary for the correct functioning of the new site and compliance with the basic requirements of the search engine.

We carried out gradual on-page optimization of category pages by structure, content, and meta tags to ensure a qualitative increase in visibility and consolidate positions in search results.

We built and implemented an external promotion strategy. According to the external link building plan, we acquired reputable donors, and publishing articles on third-party resources helped to quickly send a signal to search engines about the reliability and value of the new domain.

Results

5 months after the move, the number of key queries not only remained, but also increased by 3%. All positions were transferred to the new domain, and the distribution in TOP 3, TOP 10 and TOP 20 became more profitable, which confirmed the effectiveness of the migration strategy.

Comparison of the number of keywords before the domain change (January 2, 2025) and after (June 1, 2025)

Google Search Console data shows significant growth: impressions increased almost 3 times, and clicks doubled. Comparing the indicators of May 2025 on the new domain with the same period in 2024 (before the move) confirms that the new domain has better visibility in the search engine.

Impressions and clicks on the old domain (May 2024)

Impressions and clicks on the new domain (May 2025)

From March to May 2025 (on the new domain), the number of sessions from organics increased by 2.5 times compared to the same period in 2024 (on the old domain). The increase also affected business indicators: the number of purchases increased threefold, and revenue increased fourfold.

Organic traffic and key events on the old domain site (March-May 2024)

Organic traffic and key events on the new domain site after the move (March-May 2025)

Results

Comparison of the number of keywords before the domain change (January 2, 2025) and after (June 1, 2025)

Impressions and clicks on the new domain (May 2025)

Organic traffic and key events on the new domain site after the move (March-May 2025)

Conclusions

The site migration took place without losing results: we quickly restored the indicators and created a basis for growth. Within a few months, the new domain surpassed the old one in terms of traffic, visibility, and business indicators.

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