SEO Case Study - Post‑Migration Recovery & Growth
1. Situation (Before June)
1- April–May traffic was stable and strong, averaging
~24–26 K sessions/month.
2- Organic Search was the main driver with ~16–20 K
sessions, followed by Direct (~4–5 K).
3- Engagement from Organic was solid (engagement
rate 56.99 %, avg. engagement time 41 s).
The site had a healthy baseline and relied heavily on
organic visibility.
2. Problem (June Traffic Collapse)
In June, total sessions dropped to 1,771, a >90 %
decline month on month:
1- Organic Search: 16,672 → 353 sessions
2- Direct: 4,518 → 337 sessions
3- All other channels showed similar collapses into the low
hundreds.
The drop was sudden and cross‑channel, signaling a technical
issue rather than a gradual loss of demand.
Diagnosis (from analytics & site audit):
Incorrect or missing redirects after URL/structure changes.
Some key pages are lost or not properly redirected, causing:
– Loss of rankings and organic visibility.
– Sessions are not being tracked correctly in GA4
3. Actions Taken
1- Redirect & Tracking Fixes
– Re‑implemented correct 301 redirects for legacy
URLs.
– Ensured all live templates contained the GA4 tracking.
– Regenerated and resubmitted XML sitemaps.
2- Technical SEO Improvements
– Technical SEO Improvements
Fixed crawl errors and 4xx pages highlighted in search
console tools.
– Cleaned up duplicate content and thin pages.
– Improved site performance and core technical
hygiene.
3- On‑Page SEO Enhancements
– Updated title tags, meta descriptions, and H1s around
core keywords.
– Strengthened internal linking from strong pages to
key commercial URLs.
– Refreshed key category and product content for
better relevance.
4. Results
Rapid Recovery After Fixes
– July: Traffic rebounded sharply to ~14 K sessions.
– August: Reached ~17 K sessions, with Organic Search
leading again.
– October: Peaked at ~20 K sessions, close to pre‑June
levels.
– December: Stabilized at 15,888 sessions with a healthier
channel mix:
a. Organic Search: 5,203 sessions
b. Direct: 3,980 sessions
c. Unassigned: 5,134 sessions
d. Paid Shopping: 902 sessions
e. Referral: 537 sessions
Channel Quality
Across the full period:
– Organic Search delivered 73,099 sessions (55.5 % of total)
with strong engagement.
– Referral traffic showed the highest engagement rate (59.16
%) and events/session (7.83), indicating valuable partner
traffic.
Before Migration
Month of Migration
After Migration
Last Year 2025
5. Impact
– The site went from a catastrophic traffic crash in June to a near-complete recovery within 3–4 months.
– Fixing redirects and tracking restored visibility and measurement almost immediately.
– Subsequent SEO and technical improvements supported continuous growth and stable performance.