Project · UK agency, migration programme
One or two site migrations a month, for fifteen months
Most migration case studies describe a single migration. This is the other kind of problem: running one or two of them a month, every month, for fifteen months, across a client base on different platforms, with a small team and ten account managers who all needed to know what was happening and when. The interesting work was not any individual migration. It was making them repeatable.
The problem
A migration done once is a project. A migration done twice a month is a process, and the failure mode changes completely. The risk stops being “did we map the redirects” and becomes “does every person doing this do it the same way when I am not in the room”.
The client work at Propeller spans a dozen brands on four platforms. Splitting it into a case study each would imply twelve separate engagements; it was one job, done repeatedly. The through-line is the migration playbook, so that is the page.
What I did
- Led SEO migrations at a rate of one to two websites per month across the client base.
- Developed SEO templates and guidelines that standardised how the team delivered, so the same checks ran on every migration regardless of who was doing it.
- Ran SEO on the Propeller agency website alongside the client work.
- Authored weekly SEO articles for the Propeller Insights blog.
- Led a team of two SEO specialists and one email specialist, and coordinated with ten account managers.
Propeller publishes headline results for several of these brands. Those are the agency’s outcomes on full-service engagements across strategy, design, development and paid media — not mine to claim on a personal site, so none of them appear here. The platforms and the client names are public; the results stay with the agency.
SEMrush, Google Search Console, SearchMetrics, GA4, Screaming Frog, HubSpot, Ahrefs.
Replatforming and worried about the drop?
Send me the current URL set and the new template. Most migration losses are decided before launch, in the redirect map and the internal links, not after it.
Typical reply time: within one working day