Freelance SEO Consultant and Content Marketing Specialist

Smile Stories

Smile Stories is a dental practice  and facial aesthetics clinic based in Bournemouth, specialising in Invisalign teeth straightening.


Deploying a new site to replace three websites without losing rankings

Two dentists, both with their own practices, acquired a third practice and wanted to merge all three into one, new cosmetic dental practice. All three existing practices had their own websites with their own value, and Smile Stories needed a dental SEO strategy to retain that value on the new website to give the new practice an initial boost in organic visibility, particularly within the Bournemouth area.


Analysis of existing data

I conducted an in depth analysis of each existing website to understand which pages offered value going forward. I then built a recommended sitemap based on existing pages that had organic traffic, conversions, rankings, backlinks and content relevancy to ensure that important traffic, rankings and conversions were retained. I then assisted with the redirect strategy to ensure everything went smoothly on migration day.


The migration of all three websites into one new website was a complete success. Valuable rankings were retained, and the site actually saw a 19% increase in average ranking post migration, and organic traffic to the new site saw a 20% increase in organic sessions YoY compared to the three old websites combined.

increase in keyword rankings
increase in organic sessions YoY
"Tom designed the domain migration strategy to perfection, choosing pages which packed the right SEO punch and ensuring the new domain didn’t lose any rankings. In fact, some important keywords are ranking higher than they were previously and we’re delighted with the result.”
Gareth Edwards

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