This project involved involved migrating the current website of British Assessment Bureau (which is Amtivo Group's largest and most established certification body) onto their main website https://amtivo.com/uk/ over the period of 12 months. We needed to ensure that we preserved search equity and protected British Assessment Bureau’s long-standing visibility and brand authority as well as building a scalable framework to support future acquisitions. We also needed to ensure that we provided a consistent customer experience across the Group’s certification offerings

We worked closely with their current SEO agency and the Marketing Team to strengthen SEO performance through technical improvements and structured data and migrated the site using a cluster-by-cluster phased migration approach. We did this to minimise risk and help mitigate customer impact and also maximise brand strength.

We did this by:

Adopting semantic structures.

Implementing bespoke structured data.

Utilising brand entity linking to clarify the relationships between British Assessment Bureau and Amtivo and the services they offer.

Keep/Kill/Combine auditing for all legacy content.

Core pages were rewritten to align with search intent.

Technical SEO issues were fixed.

Crawlability improvements were made.

Internal linking was strengthened.

Each ISO standard was migrated into a defined topical cluster.