Blog Subdomain to Main Domain Migration Case Study | +38% Organic Traffic

The Challenge

Obility’s client acquired a competitor, resulting in a significant traffic increase. However, most of this growth came from referral traffic driven by press releases and branded searches, meaning it was largely top-of-funnel and unqualified.

At the same time, the client’s blog lived on a subdomain and was generating a moderate level of organic traffic, but not at the scale needed to support broader growth goals. To turn the blog into a stronger driver of qualified traffic to the main site, Obility recommended migrating it from a subdomain to the main domain to improve rankings, authority, and overall SEO performance.

The Solution

Site migrations can significantly impact SEO performance, so careful planning is critical.

Obility began with a comprehensive blog audit to evaluate content quality and alignment with the client’s strategy. This included identifying outdated, underperforming, or off-strategy content and determining whether to optimize, migrate, or remove it. As a result, 10% of blog posts were pruned, 23% were migrated as-is, and 67% were optimized.

Next, Obility developed a detailed migration map to ensure all URLs, both new and removed, were properly redirected. This helped preserve SEO equity and minimize disruption.

Following the migration from subdomain to main domain, Obility conducted a technical audit to identify and resolve any issues. A follow-up blog audit was completed a few weeks later to evaluate performance and identify additional optimization opportunities.

The Results

Within six months of the migration, organic traffic to the blog increased by 75% compared to the previous period.

The impact extended beyond the blog. Overall website traffic increased by 38%, the number of ranking keywords grew by 56%, and SERP feature visibility expanded significantly, increasing from zero to 797.