- We inherited a legacy, aging domain, bloated page count and stagnant organic lead growth - TXO needed a smarter, cleaner foundation for scale.
- We implemneted and managed a seamless domain migration, cut 100k low-value pages, launched dual track product and content SEO strategies and overhauled site performance and user journeys.
- The outcome was a 36% increase in traffic, 70%+ increase in organic web leads - and organic search now drives over 90% of all inbound web enquiries.
36%
70%
90%
A strategic rebuild that shaped lasting growth.
How we delivered a complex domain migration, restructured bloated content and turned SEO into TXO's primary lead channel.
The brief.
We were approached by TXO with ambitious goals. They were looking to migrate from a long-established domain to a new three-letter TLD (txo.com) that better reflected their global positioning. Alongside this they faced challenges such as poor crawl efficiency, stagnant lead volume and an overreliance on product-led SEO. They needed a strategic partner to take full ownership of SEO - from technical oversight to long-term organic performance.
Our role.
We began by leading the domain migration, including detailed risk analysis, redirect mapping and coordination across multiple stakeholders. The domain switch coincided with a full site rebuild - raising the stakes further - but thanks to meticulous planning and execution, the migration launched cleanly and was followed over the coming months with a 36% uplift in organic traffic.
Beyond the migration, we also addressed TXO's bloated page count - with hundreds of thousands of low-value pages, crawl budget was being wasted. We helped rationalise the site's content, implemented split rendering for crawl prioritisation and introduced SEO-optimised category pages to consolidate relevance and authority.
Recognising that product-led SEO alone would cap growth, we launched a dual strategy; maintaining and enhancing product visibility, while rolling out a contend-led programme focused on techincal blogs and telecoms platform pages. This attracted new users, broadened coverage of high-intent queries, and reinforced TXO's credibility in the sector.
The impact.
- Organic traffic grew 36% in twelve months
- Web leads from organic grew 70% in the same time period
- Blog and platform content now make up 30% of the highest-trafficked pages
Why it matters.
TXO relies heavily on organic search to deliver commercial outcomes. Through careful planning, clear technical direction, and continuous refinement, we didn’t just protect visibility; we unlocked sustainable growth. The results show what’s possible when SEO is treated as a business-critical discipline, not an afterthought.
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