Summary
Digital Media Partner supported a nationwide UK EV charger installer through the migration and relaunch of its website in August 2025. The bespoke SEO strategy was designed to protect the site’s search visibility before and after launch, then build on it with stronger technical foundations while expanding the traffic the site was already earning. Since launch, organic traffic and leads have both risen considerably.
The campaign mixed technical SEO, on-page optimisation, key commercial page roll out, and a large influx of informative content, all connected through internal linking and a site structure built for search.
Over the 12 months following the relaunch, the site generated more than 56,000 organic clicks and over 9 million search impressions. Keywords ranking in the top 3 grew from 5 to 78 (a 1460% increase in the top positions within Google). Most importantly, the site generated 4,760 organic leads, 46.7% more than in the 12 months before the migration.
This was not a campaign that stopped at recovering from a migration, due to the ongoing SEO campaign growth accelerated month on month. Clicks over the last six months were up 117% on the previous six months and clicks over the last three months were up 175% year on year, showing the compounding impact of a strategy built around commercial priorities, local demand and genuinely useful content.
Figure 2: Organic clicks over the last 6 months increased 117% compared with the previous 6 months (17.7k to 38.4k), with impressions up 101.7% (3m to 6.05m). Dashed lines show the previous period.
Figure 3: Organic clicks over the last 3 months increased 175% year on year (6.76k to 18.6k), with impressions up 78.3% (1.61m to 2.87m). Dashed lines show the same period last year.
Website Migration: The Challenge
Website migrations are a challenge for any website, as when not done correctly, they can lead to pages losing their rankings, a decrease of clicks and leads and can create technical SEO issues that prevent pages from being found. Changes to URLs, structure, content and internal linking can all cause rankings and traffic to fall and those losses can take months to recover. When the client’s website was relaunched in August 2025, it had just 46 keywords ranking in the top 10 of Google and only 5 in the top 3. For a business that relies on organic search for enquiries, it was essential that we got their migration right and maintained their SEO performance.
The market added further pressure. EV charging is a fast-growing space and search results are contested by charger manufacturers, national installation companies, energy suppliers and comparison websites, many with larger budgets and more established brands.
The campaign needed to achieve three things at once, stabilise the new website’s search performance, build visibility across the local, commercial and informational searches that EV charger buyers make and turn that visibility into measurable growth in organic leads. The goal was not simply to hold on to existing performance, but to grow organic leads beyond pre-migration levels.
The SEO Strategy
1. Protecting visibility after the migration
The first priority was stabilising the new website and minimising ranking and traffic loss following the relaunch of the website. We focused on ensuring:
- Pages could be properly crawled and indexed by Google by monitoring the site post launch to check that the page statuses remained the same.
- For pages that needed URL structure changes that they were immediately redirected to the new versions as soon as the site relaunched and they were updated in the sitemap.
- We refined metadata to sharpen keyword targeting across the whole site to boost keyword rankings straight away.
- Improved the internal linking between key pages to pass authority between them.
- Technical and on-page issues were resolved so the pages had the best chance of reaching higher rankings in the search results.
- Tested and improved the site speed so pages loaded quickly for users after the re-launch.
This work continued throughout the campaign, giving every new page the best possible chance of ranking.
2. Expand and optimise the commercial pages
The next focus was the page’s most likely to turn visitors into customers. DMP expanded and optimised the site’s key commercial areas, including charger pages by power output and model, installation services and the EV energy tariff comparison section.
This way we could focus growth in the right areas that drove enquiries first whilst building the authority of the site to push these commercial pages further up the rankings. The results included first-position rankings for high-intent charger searches, a cluster of top 10 rankings for installer-related terms and the EV energy tariff hub becoming the site’s biggest source of organic traffic after the homepage and increased enquiries from commercial pages.
3. Strengthen authority with informational content
Alongside the commercial work, the campaign built out informational content covering the questions EV drivers ask before and after buying a charger, from DNO notifications, charging speeds and connector types to grants, charging apps, public charging and energy tariffs. Informational content became the single biggest driver of keyword visibility, accounting for 373 of the 518 top 10 rankings across 42 guide and blog pages. These pages reached users earlier in their research and passed authority to commercial pages through internal linking and topical relevance.
4. Delivered measurable leads
Once we had implemented all the changes to the website, the results spoke for themselves. Organic traffic, rankings and lead growth increased significantly month on month, and the site now has its highest visibility ever. The work we carried out translated not only into strong organic results, but into real change for the business in terms of new enquiries and leads. This shows how our entire strategy, from the re-launch through to growing and expanding the site’s commercial and informational content, delivered impressive results for our client.
