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How We Migrated a Blog to Improve SEO Traffic

quarter on quarter increase in traffic
more URLs indexed by Google

The Brief

Vonage held their blog section on a subdomain that was separate from their main site. This arose from a legacy approach to hosting, with the blog using a different content management system from the rest of their site.

This was easier to manage from a content perspective, but it failed to boost their search rankings in terms of SEO. The Google indexing method treats subdomains as separate entities from their root domain – accordingly, any search visibility boosts Vonage might have been gaining from their blog content were instead lost.

Likewise, the detachment was negatively affecting the blog, as it didn’t share the main Vonage site’s domain authority and SEO campaigns. As such, there was a complete lack of synergy between the two and a missed opportunity.

Kaizen identified this problem and suggested how this might be corrected so that the blog and the main site might work in tandem to promote the Vonage brand to its fullest.

“We were producing high quality, targeted content, but we weren’t reaping the SEO benefits from it. It was easy to manage the blog through WordPress, but we weren’t leveraging our resources properly.”

Simon Peat, Vonage’s Digital Commercial Manager.


“As much as the greater visibility of our brand thanks to the united power of our main site and our blog, we have a better understanding of our own resources. We now know the real benefit of our blog – we can see it in our traffic and our conversions!”

Melissa Sequiera, Vonage’s Digital Acquisition Manager 


Because of Kaizen’s input, Vonage witnessed a 15% increase in organic traffic, and Google indexed 1,006 previously disregarded URLs. Vonage now directly benefit from the ranking potential of its blog content.

This technical yet straightforward change to Vonage’s’ blog meant that we were appointed to manage their entire organic and content marketing strategy.

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