Summary
With our steadfast efforts and continuous monitoring across various domains, we witnessed and increase in business visibility across search engines. There was a good growth in keywords (improvement in search engine). Increase in customer acquisition and month over month growth in organic web traffic.
Challenge
When Adani was handed the charge for 7 different airports across India, a difficult challenge was set before us. These airports were handled by different organizations and we had to bring them all under the Adani umbrella. Our priority was to shift from the subdomain to a single platform as we had seven different micro websites for the airport business.
Objective
We set about this task with a single focus to enhance organic traffic on our website while retaining the current traffic from the other domains from an SEO point of view. We implemented several strategies to address this problem. We started with the migration of airport websites from sub-domains to adani.com to ensure scalable website structure and SEO traffic growth. We ensured that we had defined a strong site structure that gave us better crawling. The better website structure in turn helped us index more pages and content in the search engine.
Strategy
In the next phase we prioritized search engine centric navigation & contextual internal linking. As internal links are useful for establishing the site architecture and spreading link equity. We define our main link navigation and web linking so that crawler find all of the web pages available on website. The next step was meticulous implementation of content strategies for airports to increase rankings. For this, we optimized previously written content as per new guidelines. We then conducted URL redirection, as redirecting URLs is one of the most important things to do to make a site migration go smoothly. While placing 301 redirections we kept in mind not to lose our SEO rankings. We continuously monitored and checked our redirections to make sure that they are properly functional (post going live). This led to an improvement in ranking for some set of keywords after redirection.
Data
Finally, all Adani airports GMB accounts were migrated to a single account. The GMB listing enabled us to feature in searches and Google maps. We edited the Google my business profiles to reflect the ownership changes to Adani airport business. It was earlier managed by Airport Authority of India. We made changes in website links, office directions and photos, monitored Google reviews and replied to comments wherever required and ensured monthly tracking of GMBs insights by airports.
Solution
We edited the Google my business profiles to reflect the ownership changes to Adani airport business. It was earlier managed by Airport Authority of India. We made changes in website links, office directions and photos, monitored Google reviews and replied to comments wherever required and ensured monthly tracking of GMBs insights by airports.
Results
With a successful migration of various sub domains of different airports across India, to a single domain on adain.com, we were able to create a seamless transition process of information and customers while improving our keyword crawling from 735 to 2684 (above Top 10 ) and 226 to 609 (Top 10) from Jul 2021 to Nov 2021. There was also an increase in organic web traffic growth from 22974 to 127961 from Jul 2021 to Nov 2021. With our steadfast efforts and continuous monitoring across various domains, we witnessed and increase in business visibility across search engines. There was a good growth in keywords (improvement in search engine). Increase in customer acquisition and month over month growth in organic web traffic.
