Driving Search Performance Through a Successful Website Migration Michelin Romania: Achieved a 14% Increase in Organic Traffic
Project Overview
Client: Michelin – Romania
Project: SEO-Aligned Website Migration
Period: October 2024 – August 2025 (post-launch phase of the new website)
Scope: Impact of migration on organic traffic performance
Objective: Prevent performance loss during migration while increasing organic traffic through SEO-focused optimization.
Campaign Framework
Target Audience
- DIY car maintenance enthusiasts
- Drivers focused on safety and performance
- Vehicle owners planning tire replacements
- Consumers seeking premium tire solutions
- Prospective car buyers
- Brand-aware users conducting online research
SEO Implementation Scope
- Michelin Romania website
Migration Strategy
- Delivered comprehensive technical improvements across the website
- Optimized crawl budget efficiency to support search engine indexing
- Rebuilt URL structures in line with SEO best practices
- Reviewed and optimized all content against SEO criteria
- Implemented URL redirects accurately and without gaps
Results
A comparison of performance before and after the migration shows:
- 14% increase in users
- 16% growth in sessions
These results confirm that the migration avoided the traffic losses commonly associated with large-scale website transitions. Instead, the site strengthened its visibility and achieved a more competitive position in search results.
Minds2Lead’s Contribution
In close collaboration with Michelin’s global teams, Minds2Lead successfully led the migration from both technical and content-driven SEO perspectives. The project not only preserved expected performance levels but also delivered measurable organic traffic growth. As a result, migration-related risks were transformed into strategic opportunities, making this initiative a clear success story for Michelin Romania.
