Project Overview
- Client: Michelin Hungary
- Project: SEO-Friendly Website Migration
- Period: November 2024 – August 2025 (post-launch period following the new website rollout)
- Scope: Impact of Website Migration on Organic Traffic Performance
- Objective: To prevent performance loss during the migration process and increase organic traffic through SEO-focused optimizations.
Campaign Structure
1. Target Audience
- DIY Vehicle Maintenance Enthusiasts
- Safety- and Performance-Oriented Drivers
- Vehicle Owners and Users Planning a Tire Replacement
- Consumers Looking for Premium-Quality Tires
- Prospective Vehicle Buyers
- Brand-Conscious Consumers and Online Researchers
2. Scope of SEO Implementation
- Michelin Hungary Website
3. Migration Strategy
- Implementing comprehensive technical improvements across the website
- Optimizing crawl budget efficiency
- Restructuring and optimizing URLs in line with SEO best practices
- Reviewing all website content against SEO criteria
- Ensuring all URL redirects were implemented accurately and comprehensively
Business Results
When comparing pre- and post-migration performance:
- 94% increase in users
- 24% increase in sessions
These results show that the website successfully avoided the traffic losses commonly associated with migration processes while also achieving stronger visibility in organic search results.
Minds2Lead’s Contribution
Working in close collaboration with Michelin’s global team, Minds2Lead successfully managed both the technical and content-focused aspects of the migration process.
As a result, the website not only maintained its expected performance throughout the migration but also achieved a significant increase in organic traffic. The project became an important success story for Michelin Hungary, transforming the potential risks of website migration into an opportunity for sustainable organic growth.
