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Moving a whole nation

We successfully completed a site migration for VisitScotland while maintaining the tourism board’s UK and overseas Google rankings.




Our impact


increase in organic traffic




What did we do?

Our technical SEO experts were put to the test when tasked with completing a site migration for the VisitScotland website. Our goal was to successfully complete the migration without loss of organic visibility.

Thanks to an emphasis on planning, an eye for detail and plenty of migration experience, we were able to complete a smooth transition from A to B.


How did we do it?

The project was split into four phases to allow us to examine each aspect and identify any possible risks that could hinder the progress of the migration:

Phase 1: Technical Audit
This was carried out on the original Visit Scotland website, along with a competitor audit. The audit highlighted any potential obstacles that might arise during the migration, as well as helping us identify possible areas for improvement.

Phase 2: Implementation and best practice guidelines
The internationalisation and technical SEO model that we used included a domain strategy and updated hreflang markup guide for VisitScotland’s developers.

Phase 3: Implementation support
This consisted of identifying and implementing best practice and process plans to support information architecture, including internal linking, navigation and redirect rules.

Phase 4: Migration checks (pre and post-migration)
Regular migration checks, testing of on-site implementation and redirect rules were made at the beginning and end of migration.

Carrying out all of these procedures effectively required homing in on the important aspects of each phase by working closely with the internal SEO and technical teams at VisitScotland.


Good results?

You bet! VisitScotland enjoyed an 11% increase in organic traffic (6 months post migration vs 6 months pre-migration). The expertise of our tech SEO team provided the VisitScotland website a bridge the magnitude of the Forth crossing to migrate with no damage being inflicted. Looking back, we can say that positive results were generated by:

  • New IA including a rework to folder structures
  • 100,000+ redirects
  • HREFLANG for 6 languages
  • 5+ schema .org variations across 60,000+ pages

We can do this for you

Like what you see? Why not get in contact and see what we can do for you!