EducationSEOSocialScaling organic growth through migration
Headline result+1,262%Organic clicksFrom 16,024 to 218,201
The results
13.6x organic clicks after a high-risk website migration
With the migration stable, the growth layer took over. In the first half of 2026, organic clicks grew from 16,024 to 218,201 against the previous six months, and keywords ranking in Google's top 3 grew from 5,904 to 84,682. Most of the new visibility came from non-branded searches, students looking for a course rather than for Amity by name.
+1,262%Organic clicksFrom 16,024 to 218,201
+894%Non-branded keywordsFrom 11,828 to 117,600
+1,334%Keywords in Google's top 3From 5,904 to 84,682
+824%Search impressionsFrom 1.30M to 12.0M
Period: Jan to Jun 2026, compared with the previous 6 months · Source: Google Search Console
The story
What we did and what moved
Overview
Amity University Noida is one of India’s leading private universities, offering undergraduate, postgraduate, and doctoral programs across a wide range of disciplines. With strong brand recognition and a large digital footprint, organic search plays a critical role in student discovery, program evaluation, and inquiry generation.
Given the scale of its academic offerings, search visibility is a key driver of enrollment demand and institutional reach.
Business Objective & Search Challenge
Amity’s primary objective was to increase organic traffic and lead generation while successfully navigating a large-scale website migration without losing existing search visibility.
The transition involved high risk due to complex URL changes, redirection requirements, and the need to rebuild technical SEO foundations post-migration-making this phase a technical SEO case study where stabilizing rankings and traffic took priority before pursuing growth.
Strategy Overview
To manage risk while enabling recovery and scale, dau designed a phased SEO strategy that prioritized migration stability first, followed by structured optimization and growth.
Foundation Layer: Migration & Technical SEO
- Comprehensive pre- and post-migration SEO audits.
- Detailed URL redirection mapping to preserve rankings and link equity.
- Technical recommendations covering crawlability, indexing, and site structure.
- Close coordination with development teams to ensure accurate execution.
Growth Layer: SEO Optimization & Traffic Expansion
- Implementation of SEO fundamentals post-migration.
- On-page optimization for priority academic and program pages.
- Improved internal linking to strengthen discoverability.
- Focus on organic lead-driving pages.
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