Start Your (SEO) Engines: How The Motor Enclave Accelerated Ahead with a Winning Website Migration

What We Did 

After getting to closely understand the brand and their needs, we worked closely with The Motor Enclave’s developers and internal team to find the balance between SEO requirements to maximize visibility and maintain the connection with their existing audience. 

- Conducted an audit of the existing The Motor Enclave site to uncover any outstanding technical SEO issues to ensure we were not pulling this through to the existing website. 

- We conducted a full site keyword mapping file across existing pages that were being brought across to the new site to ensure that we had an outline of what terms we wanted our content to target. This was across the garages, race track, events, corporate and weddings sections of the site. 

- We created an IA map after running a detailed competitor comparison to create new landing pages based on what The Motor Enclave could offer on their site, which they weren’t currently utilizing. 

- We closely reviewed the wireframes from the designers to ensure there was enough space for content to be added to the page and that the most important elements that would resonate with each of their audiences was located above the fold. 

- We created new schema mark up scripts that were added to the site pre-launch. 

- We optimized all page meta data (page titles & meta descriptions) to ensure these were in place before launch. 

- While the client provided a portion of the content that they wanted for each of the pages, a lot of this content was not comprehensive enough to match user intent, especially in comparison to other competitors, or the content wasn’t well optimized. We added to each page, closely reviewing things like keyword density, intent matching and internal linking to provide a better overall user experience and provide more comprehension to existing copy. 

- When the site was on staging, we conducted a secondary technical SEO crawl to ensure that any outstanding issues like site speed or broken pages were tidied up before launch.

 
- We conducted a thorough QA of the site, following the customer journey for each site segment ensuring all pages were accessible, content was easily understandable, call to actions functioned correctly and there were no dead ends in the customer journey. 

- We benchmarked existing organic visibility, keyword rankings and traffic levels, alongside technical aspects like site speed. 

- Post-deployment, we ran a third round of technical testing to again ensure that nothing was deployed that shouldn’t have been (i.e. checking that the pages were indexable, making sure that site speed was not impacted post-staging, ensuring the JS of the site was rendering correctly etc.) 

- We submitted the XML sitemap to Search Console and inspected all of the new pages to speed up Google’s crawling of the new site.