How we migrated a blog to improve SEO traffic

Vonage is an award-winning global communications service provider for both B2C. and B2B markets. They primarily provide “voice over Internet Protocol” (VoIP) services, and serve nearly 2 million customers and 500,000 businesses worldwide. Find out how we delivered a technical SEO strategy that maximised their SEO opportunities.

How we migrated a blog to improve SEO traffic
  • 15%

    quarter on quarter increase in traffic

  • 1,006

    more URLs indexed by Google

  • The strategy

    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 content.

    This was easier to manage from a content perspective, but in terms of SEO, it was failing to boost their search rankings. 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 being lost.

    Likewise, the detachment was negatively affecting the blog, as it didn’t share the domain authority and SEO campaigns of the main Vonage site. There was a lack of synergy between the site and the blog, and both were missing out on potential advantages as a result.

    Kaizen identified this problem and made suggestions on 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,” said Simon Peat, Vonage’s Digital Commercial Manager, “It was easy to manage the blog through WordPress, but we weren’t leveraging our resources properly.”

  • Result

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

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

    “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,” said Melissa Sequiera, Vonage’s Digital Acquisition Manager, “We now know the real benefit of our blog – we can see it in our traffic and our conversions!”

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