Website redesign & SEO migration / Score Spray Foam
A new website. 50% more search impressions and clicks.
Score Spray Foam needed a redesigned site without giving up the search visibility it already had. We planned what would happen to each existing URL before the move, keeping the paths that already drew traffic where we could.
See how we handled the URLs ↓The goal
Protect existing traffic and make room to grow.
Score Spray Foam is a roofing and insulation contractor serving New York and New Jersey. Its current site, scoresprayfoam.com, gives commercial flat roofing, spray foam roofing, and insulation their own paths so visitors can find the service they need.
Changing page addresses, content, and navigation all at once can make a drop in rankings harder to diagnose. The migration goal was to preserve the search traffic the site already earned and give Score a better foundation to improve visibility over time.
The migration plan
We gave every existing URL a decision.
Before launch, we inventoried the existing pages and marked which URLs would stay, change, or be removed. That inventory became the basis for the redirect map and made it clear which pages could be redesigned in place.
Keep the URL
Where an existing URL was already bringing people to the site, we kept the path where practical and redesigned the page at the same address.
Map the move
For pages that needed a new address, we recorded the old URL and its new destination in a 301 redirect map. A permanent redirect gives people and search engines a path from the old address to the replacement.
Review removals
We identified pages that would be removed so each had an explicit decision. If a retired page has a relevant replacement, a redirect can make sense. If it does not, sending visitors to an unrelated page does not help them.
For the mechanics of building and checking a redirect map, see our 301 redirect guide.
The result / Reported by MooseRank
More visibility and more clicks in month one.
In the first month after launch, MooseRank reports a 50% increase in search impressions and a 50% increase in search clicks. The site showed up more often in search results and drew more clicks from them.
The underlying counts and exact comparison dates are not published here. These early search figures do not establish changes in leads or sales or isolate the effect of any one migration decision.
Planning your own redesign?
Start with the pages people already find.
Bring your current site and tell us what needs to change. We’ll help you decide which URLs to keep, which need a new destination, and what to check after launch.