Case Studies → Executing a Complex Multi-Site SEO Migration

Executing a Complex Multi-Site SEO Migration

Protecting SEO Authority During Morson Group’s Four-Brand Rebuild

Executive Summary

Morson Group, a leading recruitment and technical services provider, embarked on a major rebrand that consolidated more than a dozen established websites into four new brands: Morson Praxis, Morson Edge, Morson Vital, and Morson Nexus.

With thousands of pages, decades of SEO authority, and an ambitious new brand direction, the challenge was immense. eComOne partnered with Morson to deliver a seamless SEO migration strategy, ensuring the Group retained visibility, safeguarded rankings, and launched their new brand portfolio with confidence.

As a result, organic performance was successfully maintained during the transition and the new sites now provide a stronger foundation for future growth.

12+ Websites to 4

Morson Group is a market-leading name in recruitment, technical consultancy, and engineering services. Established in 1969, they have grown to become one of the UK’s most recognisable talent and consultancy businesses, supporting industries ranging from infrastructure and aerospace to energy, technology, and STEM training.

The Group’s evolution led to the development of multiple trading names and niche service websites. While this expanded reach, it also created fragmentation across digital assets. Their rebrand initiative sought to streamline operations, unify the brand, and strengthen market positioning under four focused divisions.

Consolidating over a dozen active websites,  each serving different markets and geographies, into four cohesive brands presented several hurdles:

  • Scale & complexity: Thousands of live URLs across multiple industries and global markets.
  • SEO authority preservation: Years of search equity and backlinks needed to be protected.
  • User experience: Simplifying navigation and messaging without losing service visibility.

Brand consistency: Aligning content with the new tone of voice across multiple domains.

  1. Safeguard organic visibility and traffic during migration.
  2. Consolidate brand messaging into streamlined, user-friendly websites.
  3. Provide long-term SEO strength to fuel growth across their redefined divisions.

Data & Discovery

Conducted a full audit of existing sites: traffic, keywords, backlinks, and high-performing content and prioritised pages critical to organic performance and business objectives.

Strategy

We created detailed information architecture for each new brand site. Built an extensive URL redirect mapping plan to protect link equity and collaborated with Morson’s internal team to align brand messaging with SEO best practice.

Execution

  • Implemented 301 redirects across all legacy sites to ensure seamless user journeys.
  • Migrated and optimised high-value content for the new brands.
  • Updated metadata, schema, and internal linking for consistency and visibility.

Innovation & Creativity

Used custom dashboards to monitor ranking stability and traffic post-launch, introduced content consolidation to reduce duplication and improve crawl efficiency and provided proactive issue resolution during and after go-live.

Morson Group selected eComOne for our proven expertise in large-scale SEO migrations and our ability to combine technical SEO execution with brand alignment. 

Our team’s collaborative approach, technical precision, and experience in complex multi-domain consolidations ensured the Group’s ambitious rebrand had the best possible foundation for success.

The migration was executed with precision, delivering measurable outcomes:

  • Organic visibility preserved: No major loss of rankings or traffic post-launch.
  • Foundation for growth: Improved site architecture and streamlined content positioned the brands for long-term SEO performance.
  • User experience enhanced: Simplified navigation and consistent messaging improved engagement.

Efficiency gains: Reduced duplicate or low-value content, ensuring search engines focus on priority pages.

eComOne continues to support Morson Group post-launch with:

  • Ongoing SEO growth strategies to strengthen visibility in each brand vertical.
  • Content expansion to capture emerging search opportunities across engineering, consultancy, and recruitment.
  • Technical audits to maintain site health and ensure long-term authority.

With a strong digital foundation in place, Morson Group is now well-positioned to grow visibility, strengthen its market leadership, and deliver even more value across its global markets.

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