SEO | Internationalisation Strategy
Covering 99% of the global serviced office market, Instant Offices is the world’s largest office broking service dedicated to finding the ideal flexible workspace for clients, wherever their business is going.
As part of a brand new site launch, Instant Offices had a huge migration planned and was looking for a flawless redirect with as little dip in the site’s search performance as possible.
With 114 subdomains in a number of different languages, we were tasked with a complex and large scale redirection. This was a mammoth project, with us needing to assist in the re-platform and consolidate all the sub domains into a single subfolder architecture.
Starting with an extensive look at the current architecture of the Instant Offices site, we designed a custom redirect strategy with all stakeholders. Given the huge scale of the project, we needed to take into consideration the considerable number of international subdomains as well as the many different languages across them.
After finishing our research and strategic planning, we decided that the redirect would need to take the form of four separate projects, each complex in their own right.
Each project relied on different technology and different people to deliver the results we were looking for. With so many people involved in the migration, it was really important for us to have everyone on the same page. Together we created detailed specifications for each project, with flat files of the expected redirects and examples of them working.
Working closely with both the client and development partner, we made sure that the new platform included as much of the SEO best practice elements designed into the old site as possible. We also created a redirect testing crawler and configuration files so that the development agency could test the redirects as they delivered them in their test environments. Despite the huge scale of the project, in the end it went off without a hitch.
Overall the site took 4 weeks to migrate across where we experienced a minimal drop of 10-12% in search traffic during the transition period. This said, once the transition was complete we saw a 25% jump in search traffic and that has remained consistent since the redirection. As such, we saw very good growth in key markets during that time.
We improved traffic from organic by 16% when compared to the busiest period of the year. We limited the transitional period to 4 weeks where we experienced a nominal 10-12% drop.
“The Instant Offices’ website re-launch was a critical project for the business and involved five agencies and dozens of stakeholders. MediaVision were tasked with managing the 301 redirect workstream, which carried a high degree of complexity and risk. Thankfully, MediaVision had overseen similar work for their clients and we had full confidence in their ability to handle the migration. In the end, the redirects were implemented without a hitch and within a few short weeks, we saw a strong uplift in organic traffic.”
Bryan Hunter, Digital Marketing Executive – Instant Offices