Paddle: Streamlining migrations and boosting visibility

Service and project type

SEO | Migration | Technical SEO

Relationship

Paddle first became a client in 2021 and we supported them with enhancing their paid media, as well as providing creative services. The relationship developed to include an SEO retainer and various projects. 

Problem

Paddle had acquired two brands (Profitwell and Price Intelligently) and needed to close down and merge these two domains into the paddle.com site. Because both sites contained valuable content and visibility there was a need to maintain as much value from the sites post-migration, and set up the Paddle site for future success. 

Solution

• Full migration of profitwell.com and priceintelligently.com to paddle.com
• Identified and fixed a serious issue with implementation of canonical pages that was hampering search performance
• Cleaning up of duplicate pages and 4XX errors 
• Strategy to manage broken backlinks and minimise loss of link equity
• Implementation of FAQ Schema to improve Paddle’s chances of appearing in featured snippets
• Identified pages with thin content and providing recommendations for optimisation
• Identified non-indexable pages that contained useful content that needed surfacing in the SERPs  
• Ongoing weekly hygiene checks to surface further issues, monitor performance, and provide actionable recommendations for improvement

Results

Mobile data taken from Sistrix visibility index. Visibility based on ranking keywords and their positions.

Desktop data taken from Sistrix visibility index. Visibility based on ranking keywords and their positions.

• The Paddle website has visibility increased drastically on both mobile and desktop since September 2022, with a 1,142% increase in mobile visibility and similar performance on desktop. 

Profitwell & Price Intelligently Migrations

Mobile data taken from Sistrix visibility index. Visibility based on ranking keywords and their positions.

• The Paddle site’s visibility score is now 115% higher than the combined visibility of all three sites prior to the migration.  

Sistrix data for top rankings ordered by estimated clicks for 5th September 2022, for paddle.com 

Sistrix data for top rankings ordered by estimated clicks on 29th October 2024 for paddle.com

• Large increase in estimated clicks for ranking terms, as well as a more versatile keyword profile (especially for non-brand terms). Paddle now enjoys greater performance and authority in search.   

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