What was the challenge?
London St. Pancras Highspeed wanted to reposition itself as a consumer-facing travel inspiration brand (previously known as High Speed 1). The new website (developed by DEEP creative design agency) was key to the brand's objective. Additionally, they aimed to consolidate five separate websites into a single, unified platform without compromising SEO visibility and rankings.
What made the difference?
To address the challenges, we implemented a comprehensive SEO strategy:
1️⃣ Strategic SEO Consultancy: Advised on domain selection, URL migration, and CMS solutions.
2️⃣ Keyword Research & Content Migration: Conducted thorough keyword research and content audits to ensure valuable content was retained during the consolidation.
3️⃣ Optimising Information Architecture: Worked closely with the UX team to optimise site maps, wireframes, and designs for better SEO alignment.
4️⃣ Technical SEO Audit & On-Page Optimisation: Identified key technical improvements and on-page optimisations, including metadata, header copy, and URL slugs.
5️⃣ Migration Support: Provided redirect mapping, testing, and launch checks to ensure a smooth transition.
6️⃣ Post-Launch Monitoring: Delivered a post-launch impact report and ongoing adjustments based on performance data.
What did it achieve?
📈 SEO Visibility Recovery: Despite losing most of the indexable content due to the consolidation of five websites into one, the site fully recovered its organic search visibility and keyword rankings within two months, continuing to grow in rankings, impressions, and traffic.
🌍 Brand Repositioning Success: As part of the rebranding to a travel inspiration brand, London St. Pancras Highspeed has started to increase its visibility for relevant travel-related queries. For example, the site secured the #1 spot in Google’s AI Overview results for “things to do in Lille”. This is an ongoing challenge, and we’re working with the London St. Pancras Highspeed marketing team and DEEP agency to grow travel-related visibility, rankings, and clicks.
