Project Duration: 2022
Industry/Vertical: Medical/Life Sciences
Location: Vaud Canton, Switzerland
Services Provided: Technical SEO Audit for Multi-Lingual Website Migration
A leading enterprise UX agency based in Geneva partnered with SEO Transformer for their Search Engine Optimization, paid ads, and digital marketing needs.
The agency was tasked by a life sciences company to provide a UX redesign for a strategic digital initiative. The goal was to increase the initiative’s visibility within the cardiologist community that treats patients with a specific medical condition.
Key Client Concerns
Redesigning and migrating a website can harm SEO. High-performing websites can lose their organic rankings and traffic if a migration is done incorrectly. For this company, delivering a site that was not only UX-friendly but also optimized for search engines and users was essential for providing a quality service.
The project involved a multilingual website with five language versions (EN, DE, FR, ES, & IT). Each version needed to be optimized for both search engines and user experience, covering critical SEO and UX design elements.
Technical SEO Migration Support
SEO services were essential for the successful redesign and migration of the multilingual website, ensuring optimal crawling, indexation, and organic performance across all language versions.
To guide the website migration, we provided an SEO migration support framework that covered these phases:
- Audit the Live Site
- Audit the Staging Site
- Pre-Migration: Compare Live (Old Website) vs. Staging (New Website)
- Migration Audit Quality Assurance
- Post-Migration Monitoring
Technical Website Audit Elements
- Hreflang Tags: We audited all website language versions for Hreflang annotation issues (like missing return links or non-canonical URL use) to help search engines understand the language targeting of pages.
- URL Structure: We ensured an optimized and consistent URL structure that included language indicators to help both search engines and users navigate the site more easily.
- Security Check: We flagged and recommended solutions for security issues or Google alerts to ensure website safety and user data protection.
- Crawl and Indexation: We identified crawling issues and provided guidance on the indexation and exclusion of web pages.
- SEO Optimization for Each Language: We provided recommendations for on-page optimizations for each website version.
- Content Accessibility: We crawled the staging site to find redesign changes that affected accessibility and readability. We reviewed all main templates to verify their functionality with JavaScript and CSS disabled. We communicated with the web development team about any missing content.
- Technical SEO Considerations: We examined the technical elements of each language version and made recommendations for optimizations, including load speed, mobile responsiveness, structured data, canonicalization, internal links, and redirects.
- Website Organic Performance: We ensured proper Google Analytics tracking was in place and monitored the website’s performance before and after the migration.
Results of SEO Migration Services
Combining SEO and UX expertise delivered a smooth website migration, leading to increased keyword rankings and organic traffic, along with improved user engagement and conversions. These outcomes aligned with the client’s initial objectives, showcasing the success of a tailored approach in the competitive healthcare industry.
