Service and project type

Natural search | Migration


As part of a major transformational project across the business, Direct Line for Business needed to develop a B2B digital marketing capability. Organic were retained to assist with this transformation.


Direct Line for Business underwent a website redesign which included major changes to UX and taxonomy. Launching a new redesigned site is a minefield that often leads to a loss in traffic and conversions post launch. 


We worked directly with the client’s SEO team, providing search consultancy and recommendations. 

  • Performance of the site was benchmarked in key areas prior to migration
  • Pre-launch audit
  • URL structuring
  • Content migration, prioritising well-performing content
  • Redirect mapping
  • UX review, removing dead ends for users
  • Post-launch audit to check performance and capture any issues that occurred


We saw major uplift in traffic, visibility, and sales performance from day one of the new site launch.

Go live was early September 2016 – this coincided with a Penguin update, and jump up in visibility. 

This is very rare as it is normal for a drop in visibility after any migration (due to loss of un-required pages).