In spring 2024, Havwoods Accessories began rebranding as Marldon. That meant two live e-commerce websites had to move to new domains at the same time, without losing the search visibility the business depended on.
Before anything moved, we recorded search performance for both sites and took a full snapshot of every live URL. The client’s team froze new products and blog posts until after the rebrand, so nothing published mid-migration could slip through the net.
We mapped every old URL to its new home on both domains, including the original redirect set on the Marldon site and the 15,925 redirects on the FloorBase platform. Priority pages for traffic and sales were identified and checked first.
We set up marldon.co.uk on our managed hosting behind Cloudflare, updated the database so every internal link and admin path used the new domain, and settled SSL before switching on redirects, which prevents redirect loops. Host-level 301s then sent every marldonuk.com address to the same page on marldon.co.uk.
We planned the switchover with the client on site, coordinated with the platform supplier, and kept every legacy redirect in place on the new domain. On launch day we spotted old URLs falling back to the homepage and replaced that within hours with a path-preserving 301, so every product, category and blog link landed on its exact equivalent.
We set up a new GA4 property and Google Search Console for marldon.co.uk on launch day, submitted sitemaps so Google could find the new domains quickly, and added GA4 e-commerce tracking to FloorBase after launch.
We tested redirects, crawled the new sites, and watched rankings, indexing, site speed and analytics in the weeks after each launch, ready to fix anything Google flagged before it could cost traffic.
A rebrand is one of the riskiest moments in a website’s life: change the domain carelessly and years of search visibility can disappear overnight. Marldon came through theirs stronger. Both new domains took on the full authority of the old ones, the Marldon site went on to more than triple its search clicks, and the business could launch its new identity knowing customers searching for its products would still find them.
Before the move, marldonuk.com averaged around 194 clicks a month from Google. By July 2024, two months after launch, marldon.co.uk was getting 442, and the growth kept coming: 610 in November 2024 and 631 by March 2025, more than three times the pre-migration level.
Marldon’s monthly search impressions grew from around 9,100 in the month before the move to 22,200 by March 2025, giving the new brand far more exposure than the old domain ever had.
In August 2024, two months after the switch, floorbase.co.uk took 2,030 clicks from Google, more than the 1,830 the old domain recorded in the changeover month, with impressions up from 117,000 to 242,000. It held at around 2,000 clicks a month through the autumn.
Links from old marketing emails, directories, bookmarks and other websites all land on the right page, so years of accumulated authority carried straight across to the new brands.
A rebrand should be a fresh start, not a reset. We planned every redirect before a single domain changed, so Marldon and FloorBase kept everything they had built in search and the new Marldon site went on to more than triple its traffic.
Two domains, two platforms, 15,925 legacy redirects and a fixed rebrand date, delivered with no loss of search traffic. Marldon’s search clicks were up 128% within two months and more than tripled within ten, while FloorBase overtook the old domain’s traffic within eight weeks of launch.
Planning a move of your own? See our website migration services.
Talk to Fertile.Digital about a website migration that protects your search traffic.
Stop losing hours to manual reporting, follow-ups and compliance checks. Our custom AI agents, dashboards and automation integrate with the systems you already run, so the wins keep stacking after the case study ends.