FMCG Franchise Consulting SEO 69% Increase in Organic Traffic

A technical SEO recovery plan fixed 404 error pages, corrected broken URL paths, removed duplicate page versions, and laid the foundation for improved rankings, traffic, and leads.

Year

May 26- July 26

Industry

Franchise Consulting

Service

SEO + Technical SEO + Content + GBP

The Mission

Fix the website revamp fallout. Restore search visibility and recover the traffic, rankings, and leads

Increase in Search Clicks

+ 10 %

Growth in Top 10 Ranking Keywords

+ 50 %

Generative AI Impressions

1 K

The Challenges

A Website Revamp That Broke
The Existing Search Foundation

Old URLs were changed during the website revamp.

Duplicate URLs & broken paths weakened indexing.

Both www and non-www versions of the website remained live, creating duplicate page issues.

Traffic-generating pages were 404 as the new website did not have relevant 301 redirects setup.

Organic traffic and leads began to decline after the new website launched.

Trailing-slash and non-trailing-slash URLs were both accessible.

Previously ranking keywords lost their positions.

All the former organic pages were completely 404.

What We Did

Rebuilt the Technical Foundation for Organic Search Recovery

Completed a Full Technical SEO Audit

The revamped website was reviewed for redirect gaps, 404 errors, duplicate URLs, indexing issues, broken pages, and structural inconsistencies.

The audit revealed that the revamp had fragmented the site’s existing search equity across broken, duplicate, and disconnected URLs.

Rebuilt the Previous URL Inventory

A complete list of old website URLs was prepared and matched with the most relevant pages on the revamped site.

This created a reliable migration map instead of redirecting visitors and search engines to generic destinations

Restored Old URLs Through 301 Redirects

Permanent redirects were implemented from the former URLs to their corresponding new pages.

This helped preserve the authority associated with the old pages, reconnect existing search results to the correct destinations, and resolve 404 errors.

Unified the Website Under the WWW Version

The www version was selected as the preferred domain. Redirect rules were added to the .htaccess file to ensure non-www URLs redirect to the www URL’s primary website version. This helped fix duplicate pages issues.

Standardized Trailing-Slash URLs

Trailing-slash and non-trailing-slash variations were consolidated through 301 redirects.

All trailing-slash URLs were 301 redirected to their respective non-trailing-slash URLs. This helped remove duplicate versions of the same page and create a consistent URL format.

Recovered Traffic-Bearing 404 Pages

All former 404 pages with organic traffic were identified and redirected to the closest relevant live pages, preventing valuable organic traffic from being lost.

Supported Local Visibility Through GBP

Google Business Profile recommendations were shared to strengthen the brand’s local search presence and improve its visibility beyond the main website.

Restarted Content Growth With New Blogs

New blog content was created to expand the website’s search coverage and provide fresh entry points for relevant queries, while the technical recovery work restored existing visibility.

The Results

The Decline Began Turning Into Recovery

After the redirect structure and duplicate URL issues were corrected, the continuous traffic decline began to reverse. Search engines started indexing the intended pages more consistently, target keywords returned to the rankings, and organic leads began improving.

The website also moved to a cleaner URL structure.

Increase in Search Impressions

+ 1 %

Improvement in Click-Through Rate(CTR)

+ 5 %

Keywords Ranking in Top 3

Keywords Ranking in Top 20

10 K

Related Case Study

SaaS

Leading E Sim Brand Globally

Preply

Job Sports

Lost Rankings After a Website Revamp?

Fix migration issues before more traffic, visibility, and leads slip away.

Recover Your Search Visibility

FMCG Franchise Consulting SEO 69% Increase in Organic Traffic

The Mission

The Challenges

A Website Revamp That Broke
The Existing Search Foundation

What We Did