{"id":18872,"date":"2024-03-01T13:27:49","date_gmt":"2024-03-01T12:27:49","guid":{"rendered":"https:\/\/onder.nl\/?post_type=cases&#038;p=18872"},"modified":"2025-10-09T09:45:25","modified_gmt":"2025-10-09T07:45:25","slug":"seo-migration-for-shift-to-solar","status":"publish","type":"cases","link":"https:\/\/onder.nl\/en\/cases\/seo-migratie-voor-shift-to-solar\/","title":{"rendered":"SEO migration for Shift to Solar"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 100%,rgb(169,184,195) 100%)\">\n<h2 class=\"wp-block-heading has-turquoise-color has-text-color\">At a glance<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Challenges<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating a conversion-oriented design for the new website<\/li>\n\n\n\n<li>Devise and implement new URL structure and navigation<\/li>\n\n\n\n<li>Expanding the design with opportunities for helpful content<\/li>\n\n\n\n<li>Migrating to WordPress zonder significant dip in traffic<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading has-font-color-color has-text-color\">Results<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Website with structure, primary and secondary navigation<\/li>\n\n\n\n<li>Attractive design with extensive content blocks<\/li>\n\n\n\n<li>Increase in conversions from 16 per month to several per day!<\/li>\n\n\n\n<li>Doubling of organic traffic<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-transparent-background-color has-background is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Starting point <\/h2>\n\n\n\n<p>Solar canopies are a fast-growing market. Shift to Solar started as a provider of solar bicycle shelters, but soon added solar carports and solar panels on (company) roofs. We were asked to improve the organic findability of the website, but in doing so, we quickly ran into CMS limitations.&nbsp;<\/p>\n\n\n\n<p>Services were expanding, but it was very complicated in the old CMS to create good pages for this due to the lack of blocks and sub-navigation. Our SEO efforts increased the number of website visitors, but conversions lagged behind. So a migration to a new system was much needed!&nbsp;<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Growth in organic traffic, but conversions lagged behind<\/strong><\/h2>\n\n\n\n<p>Since starting the SEO trail, we saw nice organic growth, but this did not lead to more conversions. Adjustments to the CMS were possible, but very cost-intensive. Therefore, we finally decided to switch to WordPress.<\/p>\n\n\n\n<p>As a result, the migration is not only a <a href=\"https:\/\/onder.nl\/en\/services\/seo-migration\/\" data-type=\"link\" data-id=\"https:\/\/onder.nl\/diensten\/seo-migratie\/\">SEO migration<\/a> been: the design was completely redesigned and optimised for conversion. In consultation, we determined which elements were necessary in the new design to increase conversions.<\/p>\n\n\n\n<p>For instance, the web builder has made it easy to add buttons and pop-up forms on every page. The website has also been enhanced with blocks for projects, reviews and frequently asked questions, making it much easier to showcase Shift to Solar's expertise to a potential client.<\/p>\n\n\n\r\n<div id=\"tf-image-block_791112a7cfea77f44eb4d90f76c395b6\" class=\"block100 tf-image tf-image alignfull tf-image-autowidth tf-image-left\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/shift-to-solar-buttons-.webp\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/shift-to-solar-buttons-.webp 800w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/shift-to-solar-buttons--460x251.webp 460w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/shift-to-solar-buttons--768x419.webp 768w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/shift-to-solar-buttons--110x60.webp 110w\" sizes=\"(max-width: 800px) 100vw, 800px\" alt=\"New WordPress design\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>No URL structure or subnavigation was possible<\/strong><\/h2>\n\n\n\n<p>The old website had some major drawbacks. There was a flat website structure zonder subnavigation, which meant that all pages were at the same level. For both Google and the user, it was difficult to navigate the website. Many pages received an internal link only through the footer. Both individuals and businesses ended up on the same page, so both were not properly addressed (a conversion killer!).<\/p>\n\n\n\n<p>We felt it was important to be able to work with an extensive menu and subcategories in a new website. This addition allowed us to come up with a logical URL structure for the new website and allowed us to split the menu between services for individuals and businesses. <\/p>\n\n\n\n<p>The two target groups are now better addressed on the website, which has a positive impact on both organic traffic and conversions. Some searches belong to businesses ('solar carports') and others fit better with individuals ('home carport'). In GA4, we saw an increase of 125% in users and an increase of 131% in sessions with engagement after launch.<\/p>\n\n\n\r\n<div id=\"tf-image-block_c7c6ee7753308f5fd963243e880e7875\" class=\"block100 tf-image tf-image alignfull tf-image-autowidth tf-image-left\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-1536x633.jpeg\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-1536x633.jpeg 1536w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-460x190.jpeg 460w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-1100x453.jpeg 1100w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-768x316.jpeg 768w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2-110x45.jpeg 110w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/D2F29311-97E8-44CD-9D3B-0CD55BA46EE2.jpeg 1626w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" alt=\"increase of 125% in users\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Pages consisted largely of plain text<\/strong><\/h2>\n\n\n\n<p>Google not only looks at the content on a page, but also at user behaviour. When there is little to no interaction with a website, this sends a negative signal to Google. You can imagine that pages with plain text and maybe one image, are not very inviting to read further. Moreover, it gave us few opportunities to show expertise or build trust in the content.<\/p>\n\n\n\n<p>We felt it was important to make the pages more interactive and to be able to expand them with different types of content. You can think of adding a block with frequently asked questions, reviews and projects of satisfied customers. This makes the content come alive much more and people don't have to struggle through a large chunk of text to get all the information they need. Different content blocks increase the interaction with a page, but also the scannability of the text.<\/p>\n\n\n\r\n<div id=\"tf-image-block_1adc93bcaa01b59f769458c0a502bc1b\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-1536x357.jpeg\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-1536x357.jpeg 1536w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-460x107.jpeg 460w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-1100x256.jpeg 1100w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-768x179.jpeg 768w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-2048x477.jpeg 2048w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-110x26.jpeg 110w, https:\/\/onder.nl\/site\/uploads\/2024\/02\/F8B0E31E-808A-4AC3-9A7C-27822A0F6C87-scaled.jpeg 2100w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" alt=\"\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Objectives<\/h2>\n\n\n\n<p>The process went exactly as we like to see a migration. Some of the steps:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Setting up URL structure<\/li>\n\n\n\n<li>Mapping all old URLs and creating the redirect file<\/li>\n\n\n\n<li>Identify current technical issues and brief them to the web builder<\/li>\n\n\n\n<li>Design feedback<\/li>\n\n\n\n<li>Meetings to discuss the website with all stakeholders<\/li>\n\n\n\n<li>Transfer content and optimise it immediately<\/li>\n\n\n\n<li>Adding CTAs<\/li>\n<\/ul>\n\n\n\n<p>After going live:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Checking measurability<\/li>\n\n\n\n<li>Contacting social media party for the custom URLs<\/li>\n\n\n\n<li>Monitor GSC for 404s or other errors<\/li>\n\n\n\n<li>Monitors GA4<\/li>\n\n\n\n<li>Crawl rotated for resolving technical errors<\/li>\n\n\n\n<li>Clarity analyses to see if people are up against something<\/li>\n\n\n\n<li>Search terms updated and content further expanded<\/li>\n<\/ul>\n\n\n\n<p>This ultimately resulted in an increase in visitors (+90%!) and an increase in conversions.<\/p>\n\n\n\r\n<div id=\"tf-image-block_46f959532551df88b17080e35224c260\" class=\"block100 tf-image tf-image alignfull tf-image-autowidth tf-image-left\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies-.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies-.png 1152w, https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies--460x257.png 460w, https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies--1100x615.png 1100w, https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies--768x429.png 768w, https:\/\/onder.nl\/site\/uploads\/2024\/03\/Groei-organische-sessies--110x61.png 110w\" sizes=\"(max-width: 1152px) 100vw, 1152px\" alt=\"\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-transparent-background-color has-background\">Completion <\/h2>\n\n\n\n<p>The collaboration with <a href=\"https:\/\/shifttosolar.nl\/\" data-type=\"link\" data-id=\"https:\/\/shifttosolar.nl\/\" target=\"_blank\" rel=\"noopener\">Shift to Solar<\/a> has shown that a migration does not necessarily lead to a (temporary) dip, but can also have an immediate positive impact on organic growth. The migration to WordPress, with its extensive options for content blocks, sub-navigation and <a href=\"https:\/\/onder.nl\/en\/services\/conversion-optimisation\/\" data-type=\"diensten\" data-id=\"17761\">conversion optimisation<\/a>, was a hit! Both we and the client are very pleased with the result achieved.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 100%,rgb(169,184,195) 100%)\">\n<h2 class=\"wp-block-heading\">Result<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Doubling of organic traffic<\/li>\n\n\n\n<li>More top five positions than ever<\/li>\n\n\n\n<li>Main keyword from position 9 to 5<\/li>\n\n\n\n<li>Conversions quadrupled<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<p><strong>Also migrate zonder dip in traffic or conversions?<\/strong><\/p>\n\n\n\r\n<div id=\"tf-buttons-block_f976cecf955882df0f39b51f67c31b1a\" class=\"block100 tf-buttons tf-buttons alignfull\">\r\n\r\n          <a class=\"btn  btn-turq\" href=\"https:\/\/onder.nl\/en\/services\/seo-migration\/\" target=\"\">\r\n           <span>Discover your opportunities<\/span>\r\n       <\/a>\r\n   \r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<p><\/p>","protected":false},"author":21,"featured_media":19345,"template":"","class_list":["post-18872","cases","type-cases","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/18872","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/cases"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/21"}],"version-history":[{"count":0,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/18872\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media\/19345"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=18872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}