- HUTCHI TECHNOLOGY - TECHNICAL SEO
Zero traffic lost. Rapid growth.
A 500+ employee B2B technology business rebranding and migrating their site. The risk: years of organic authority disappearing overnight. The outcome: nothing lost, and a foundation built for fast growth.
CORE WEB VITALS
CONTENT ARCHITECTURE
SCHEMA & STRUCTURED DATA
REDIRECT STRATEGY
TECHINICAL SEO
SITE MIGRATION
CLIENT
Hutchi Technology
SECTOR
B2B technology - integrated workplace solutions
SERVICES
Technical SEO, site migration, CWV, schema, content architecture
TIMELINE
500+ employees - full rebrand and platform migration
THE CHALLENGE
Years of organic authority at risk in a single launch.
Site migrations are one of the highest-risk events in SEO. Done wrong, they can wipe out years of accumulated authority in days.
What was at stake going into the migration
• Accumulated organic rankings and traffic built over years - all at risk if redirects failed
• Backlink equity pointing to old URLs - needed to be correctly transferred to the new structure
• Previous site failing Core Web Vitals - new site had to pass perfectly from day one
• New URL and site structure requiring full keyword and content remapping
• B2B audience with long sales cycles - any traffic disruption has an extended commercial tail
Hutchi Technology designs and builds sustainable, integrated technologies that make spaces work - engineering light, sound, access, networking, connectivity, and more for clients across the built environment. When they decided to rebrand, the project was substantial: a new brand identity, a new domain, a new platform, and a new site structure - all going live simultaneously.
The SEO risk in that scenario is significant and well-documented. Every URL that changes without a correctly implemented redirect is a potential traffic loss. Every page that loses its accumulated authority signals, its backlinks, and its ranking history represents a commercial risk. For a 500+ employee B2B technology business with an established organic presence, the downside of getting this wrong was considerable.
There was a secondary problem already in place: the existing site had failed Core Web Vitals across the board. Page speed, layout stability, and interactivity were all below Google's benchmarks - meaning the new site had to launch not just without losing ground, but in materially better technical shape than what it was replacing.
WHAT WE DID
Every URL mapped. Every signal transferred. Every benchmark met.
A successful migration is invisible - nothing drops, nothing breaks, and the new site is in better shape than the one it replaced.
The work began well before launch day. We conducted a full crawl and audit of the existing site to establish a complete baseline - every URL, every ranking, every backlink, every piece of accumulated authority. Nothing can be transferred if it hasn't first been inventoried.
Redirect mapping was built to cover the full URL structure - every old address pointing cleanly to its equivalent on the new site, with no chains, no loops, and no orphaned pages. The new site architecture was reviewed to ensure it gave the algorithm a clear, logical structure: topical relevance clearly signalled, hierarchy clearly established, internal linking distributing authority to the pages that mattered most commercially.
• Core Web Vitals weren't an afterthought - they were a requirement: The previous site had failed across LCP, CLS, and FID. We worked with the development team throughout the build to ensure the new site met Google's thresholds before it went live, not after. Passing CWV at launch rather than scrambling to fix them post-migration is the difference between maintaining rankings and losing them.
Schema and structured data implementation gave both Google and AI search engines a machine-readable layer of context about Hutchi's services, expertise, and content - supporting E-E-A-T signals and positioning the site for visibility in AI-generated search results as well as traditional rankings. Alongside the technical work, we produced a content architecture and keyword strategy to guide the planned content activity in the months after launch, giving the new site a clear roadmap for growing its authority rather than simply preserving what had existed before.
01 - REDIRECT & STRATEGY
Full URL mapping
Every URL on the existing site mapped to its equivalent on the new structure. No chains, no orphans, no lost equity. Backlink transfer verified across high-value inbound links.
02 - CORE WEB VITALS
Pass at launch
LCP, CLS, and FID benchmarks met before go-live in collaboration with the development team. The new site launched with a perfect CWV score where the previous had failed entirely.
03 - TECHNICAL ARCHITECTURE
Site structure & crawlability
Crawl architecture, canonical structure, indexation controls, and internal linking reviewed and implemented to give search engines a clear, logical map of the new site from day one.
04 - SCHEMA & CONTENT STRATEGY
Authority signals & growth roadmap
Structured data implementation for E-E-A-T and AI search visibility. Keyword strategy and content architecture built to guide post-launch organic growth rather than just maintain the baseline.
THE RESULTS
Nothing lost at launch. Rapid growth in the months that followed.
The benchmark for a successful migration is simple: traffic on day two should match traffic on day zero. Everything after that is a bonus.
The new site launched cleanly. Organic traffic was preserved in full - no drop, no disruption, no rankings lost to incomplete redirects or structural errors. For a B2B business with long sales cycles, where a single lost enquiry can represent a significant contract, that continuity had real commercial value.
Core Web Vitals passed perfectly across the board - LCP, CLS, and FID all meeting Google's thresholds where the previous site had failed every one. The technical foundation was not just intact but materially improved.
What happened next was the part that mattered most commercially: organic traffic grew rapidly in the months following launch. The clean technical foundation, the planned content activity, and the authority signals transferred without loss gave the algorithm exactly what it needed to reward the new site with improved visibility. The migration hadn't just protected what existed - it had created the conditions for genuine growth.
100%
Organic traffic preserved
through the full migration
and rebrand
0
Core Web Vitals failures
on launch - all metrics passing from day one
Rapid Growth
Organic traffic grew
significantly in the months
following launch
“
Working with Ducie Digital has been an absolute pleasure. Jake's expertise in paid search and SEO has been invaluable - his attention to detail has consistently exceeded our expectations.
Marcia Pinho
Marketing & BD Manager, Hutchi Technology
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ROI increase
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Lead growth
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Purchase growth
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Google ROAS
4.28X
Traffic preserved
100%+
CWV vitals
0
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