Israel GuerreroCase study · 2 of 3
Punto Sao Paulo: rewriting after the move
A relocated branch. The page, with a new URL, absorbed the traffic of the previous ones and picked up new searches: clicks went from ~390 to ~750, and non-brand clicks nearly doubled.
The old URL carried the old address
The previous URL contained the pre-move address. There were three active paths: Spanish, English, and a legacy one.
Rewriting from the neighborhood, not from the building
- Full rewrite: I changed the area references, access routes, points of interest, and FAQs.
- The title targets the area of the city, not the name of the building: users search for where it is, not what the building is called.
- The redirects were handled by the IT team. My part was the content, keywords, and meta tags.
From ~390 to ~750 clicks in the quarter
| Metric | Prior year | Current year |
|---|---|---|
| Google clicks | ~390 | ~750 |
| Non-brand clicks (visible) | ~120 | ~225 |
| Brand clicks (visible) | ~270 | ~525 |
| New queries with clicks | — | ~100 |
| Organic sessions (3 comparable months) | ~290 | ~570 |
The old Spanish and legacy paths dropped to zero; their traffic showed up on the new URL.
Sources: Search Console, June–August; Google Analytics 4 organic. One site-wide outlier month was excluded.
How to read these numbers
Growth starts right after publishing. But a site redesign happened weeks earlier, and the effects can't be separated.
Roughly half of the increase is brand search.
What holds up the case is the clean URL migration. Since then I check every old path, including the English ones, before calling a migration done.