In 2019, AMA transitioned to a new website and overhauled the tech stack. This was the first significant change to its digital presence in over a decade.
During the design phase, I identified a significant gap in the content migration plan. With no additional budget, I created a strategy to preserve essential pages to maintain AMA’s rankings in highly competitive search terms.
Approximately 5% of all content was moved, resulting in 80% of organic traffic retained.
50%
Organic Page Growth In 15 Months
43%
More Keywords Ranking 1-10 Over 5 Years
63%
Of Conversions Involve Organic Traffic
#1
Ranking For Keyword “Marketing“
Following the transition, I continued to optimize pages and site structure, targeting keywords that would build AMA’s brand and drive purchases. Within 15 months, 50% more pages were ranked for search than on the previous website, and organic traffic had surpassed the old site.
I have kept evolving the SEO strategy, developing key topic pages, and building optimized product pages.
Lead generation opportunities are now included across the website following the successful SEO strategy, generating over 12,000 organic leads.