Shipping logistics provider P&O Freight needed to overhaul its digital presence. An outdated domain was in need of migration and an indexation problem meant P&O Freight’s European pages were invisible to search engines, preventing B2B clients from finding P&O Freight.
As well as managing P&O Freight’s migration and looking to retain the site’s legacy value, Performics @ Starcom also ensured the company’s content wasn’t hidden from B2B clients, using bespoke visibility scoring for priority terms as a key metric of success. The approach targeted new traffic via unique SEO-led copy for P&O Freight.
To guarantee that this project gave the new site the greatest chances of increasing visibility, both of the brand’s existing distinct domains were associated with P&O Freight. This consolidated the performance of both and ensured the new site captured the legacy value of the existing domain. To measure the success of the project, metrics adopted included P&O Freight’s visibility scoring against priority terms and visits and impressions captured by the website. Site visibility and traffic increased significantly.
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