AlumierMD
A website migration across three territories
AlumierMD is a medical-grade skincare brand with a passport, active across the UK, US and Canada. Their growth meant they needed to scale up their website, which meant a multi-territory site migration was on the horizon.
Sector
Heath & Beauty
Pillars
Technical SEO
Google Search
Target Audience
Conversion
As they sought a migration that didn’t just maintain traffic but moved the needle, AlumierMD turned to Circulate Digital for support. We promised to steer a multi-territory migration without the drama, and set things up for some serious growth in the year ahead. Simple, right?
Their partnership with us focused on three core objectives:
- Improve organic traffic through non-branded search
- Build and strengthen rankings for existing non-branded keywords
- Maintain a site health score of 95%+
Not only was the migration across three territories, but it also involved a full CMS transition to Shopify. Migrations do boost long-term growth, but they also come with some very real SEO risks, including:
- Traffic volatility post-launch
- Changes in content value and structure
- Technical challenges impacting crawlability and indexation
- Maintaining authority signals during domain and platform changes
18%
Increase in domain authority
#1
Ranking for high-value non-branded keywords
95+
Site health maintained post-migration
7.5%
Increase in organic clicks
25.8%
Uplift in CTR
The Results
Surviving a Multi-Territory Site Migration
Our strategy was delivered in phases, aligned to the lifecycle of the migration and post-launch performance:
- Migration & Domain Strengthening
- Technical SEO & Site Health Improvements
- Content & Blog Optimisation
- Performance Recovery & SERP Growth
- Future-Focused Keyword & Brand Alignment
Each phase built upon the last, ensuring that short-term challenges translated into long-term opportunities.
How We Turned a Risky Migration into Ranking Wins
The site migration was the primary focus across Q1 and Q2. Our goal was not only to preserve performance but to enhance the site’s ranking potential post-launch.
- Domain Authority increased by 17.74%, rising to 74 overall
- Similar authority improvements were seen across the US and CA domains
- The site was repositioned to compete for significantly more competitive non-branded keywords
