Case Study: Domain Consolidation

The Situation:

A prominent southern law firm has decided to switch practice areas. Rather than building the site on their old domain they built a whole new site on a brand new domain . The old domain had a large backlink profile that was no longer benefiting the firm.

The Hypothesis:

Redirecting the high-value domain onto the main site will lead to an increase in organic traffic and will lead to better performance for the law firm website.


The massive jump in backlinks provided a big boost to organic traffic. So far since the change, organic traffic has seen an increase of 77.47%


  • Domain Rank: 15 -> 19
  • Backlinks: 65 -> 21,800
  • Referring Domains: 98 -> 142

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