New addresses, rankings regained. 40% more clicks, page three to page two.

Redirect first, then a page-by-page plan

There were two phases: the move itself, and an audit once the new site had several months of data behind it.

1. 01

   Map old to new

   Before launch, the migration plan pointed a couple of dozen old addresses at their new equivalents with permanent redirects, guided by the approved product menu. The retired product URLs for fire-rated and palletised ranges stopped showing in Search Console after December, which is what a clean handover should look like.

2. 02

   Watch the first months

   Over the first two complete months after launch, average position went from around 23 to 18. That suggested the redirects were carrying ranking signals across rather than dropping them, and it gave a stable baseline against which to judge everything that came later.

3. 03

   Audit what the move left behind

   In August 2026 I set Search Console page data from the half-year before the move against the half-year after, and tested each redirect against the product menu and the sitemap as it stood live. That turned up seven redirects needing correction and six product pages that still had to be built.

4. 04

   Brief the next pages

   I then gathered forty informational keyword ideas in five clusters, ranging over regulatory requirements and what fire ratings mean, and turned the plan into page briefs plus an on-page tracker covering just over a hundred URLs. About half are proposed new pages, with roughly seventy internal links to add. The briefs were completed at the very end of August, so no figure here reflects them.