CoreRFID’s old site was built on WP Bakery, a clunky page builder that had left the site looking dated. It had also grown to around 60 pages over the years, spreading authority too thinly and ranking mainly for informational searches like “what is RFID” rather than the commercial terms that actually convert. Having been through a rebuild once before, CoreRFID needed a modernised, better structured site that wouldn’t cost them the rankings and traffic they’d already built.
Our Development and Design and SEO teams put their heads together and put together a strategy.
We consolidated the sitemap from around 60 pages down to roughly 30, merging thin industry and inspection pages into stronger, single landing pages and folding FAQ content into commercial pages via accordion blocks rather than letting it compete for the same search intent. We rejected several proposed page splits, including a standalone “How It Works” page and separate URLs for Contact, to avoid keyword cannibalisation.
We kept as much of the original site’s structure as possible, rebuilding a new theme around it and rewriting existing pages to match the new content strategy rather than starting over. GA4 traffic data guided which case studies and news pages to preserve, and those pages kept their existing URLs and imagery to carry across their SEO value. Redirects were set up only for the pages being removed, firing automatically at launch, with nothing lost as removed content was kept as drafts on the backend.
We also added a translation plugin so key pages could localise on the fly for international visitors, and integrated CookieYes for compliant consent management alongside Google Tag and event tracking to make sure all traffic was tracked properly from day one.
CoreRFID launched with a modern, streamlined site, roughly half the page count of the original but far more focused, with commercial pages now doing the work of converting traffic instead of competing with their own content. Legacy rankings were protected through careful URL carryover, the site is now ready for international visitors, and full tracking and consent management mean performance can be measured accurately from launch.
Another job well done, great work team!
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