PLDT Home

• ✓PLDT Home (main broadband services)
• ✓PLDT Home Fibr (fiber internet)
• ✓PLDT Ultera (LTE wireless)
• ✓PLDT Home Prepaid WiFi
• ✓Various legacy microsites for regional campaigns

Each site operated independently with:

• ✓Duplicate content across domains
• ✓Inconsistent branding and messaging
• ✓Fragmented backlink profiles
• ✓Poor technical SEO implementation
• ✓Competing with each other in search results

The Business Need:
PLDT’s marketing team needed to:
1. Unify all services under one cohesive digital presence
2. Dramatically improve organic visibility across key service areas
3. Consolidate without losing existing search rankings
4. Scale organic traffic to reduce dependency on expensive paid media
5. Complete migration within aggressive 8-month timeline
The Risks:
Migrations of this scale typically result in:

• ✓20-40% temporary traffic loss
• ✓6-12 months to recover pre-migration rankings
• ✓Potential loss of established domain authority
• ✓Risk of cannibalizing existing rankings
• ✓Technical complications at enterprise scale

Failure wasn’t an option—PLDT’s organic search was generating 35% of total website traffic, translating to thousands of sales leads monthly.

Phase 1: Pre-Migration Planning (Month 1-2)

Comprehensive Audit:

• ✓Crawled all 5 brand websites (12,000+ total pages)
• ✓Identified top-performing pages by traffic and rankings
• ✓Analyzed backlink profiles across all domains
• ✓Mapped content overlaps and gaps
• ✓Assessed technical infrastructure capabilities

Strategic Architecture:
Designed unified site structure:
“`
pldt.com/
├── home-fibr/
│ ├── plans/
│ ├── coverage/
│ └── benefits/
├── home-ultera/
├── home-prepaid-wifi/
├── business/
└── support/
“`
Risk Mitigation Plan:

• ✓Identified “do not lose” keywords (150 high-value terms)
• ✓Created fallback procedures for each migration phase
• ✓Set up real-time monitoring and alert systems
• ✓Prepared rollback procedures if needed

Phase 2: Content Consolidation (Month 2-4)

Content Strategy:

• ✓Merged duplicate content using best-performing versions
• ✓Eliminated thin content (removed 3,400 low-value pages)
• ✓Rewrote 800+ key pages for clarity and SEO
• ✓Created new category pages for improved navigation
• ✓Developed comparison tools for plan selection

SEO Optimization:

• ✓Rewrote title tags and meta descriptions (2,000+ pages)
• ✓Optimized header hierarchy (H1-H6 structure)
• ✓Enhanced product schema markup for all plans
• ✓Added FAQ schema for common customer questions
• ✓Implemented breadcrumb navigation

Phase 3: Technical Migration (Month 4-6)

301 Redirect Mapping:
Created comprehensive redirect strategy:

• ✓Mapped 8,400 URLs to new destinations
• ✓Implemented regex rules for pattern-based redirects
• ✓Set up monitoring for redirect chains
• ✓Tested redirects in staging environment

Technical Implementation:

• ✓Upgraded hosting infrastructure for speed
• ✓Implemented CDN for Philippines coverage
• ✓Optimized images (reduced page weight by 60%)
• ✓Improved Core Web Vitals scores
• ✓Set up HTTPS across entire domain
• ✓Migrated structured data

Quality Assurance:

• ✓Tested 100% of critical user journeys
• ✓Validated all redirects
• ✓Checked mobile responsiveness
• ✓Verified form functionality
• ✓Tested page speed across devices

Phase 4: Migration Execution (Month 6-7)

Phased Rollout:

• ✓Week 1: Migrated Prepaid WiFi (smallest site – test run)
• ✓Week 2-3: Migrated Ultera and regional microsites
• ✓Week 4-5: Migrated Home Fibr (largest traffic source)
• ✓Week 6: Final integration and testing
• ✓Week 7: Decommissioned old domains

24/7 Monitoring:

• ✓Real-time traffic monitoring
• ✓Ranking position tracking (hourly updates)
• ✓Crawl error monitoring
• ✓User experience metrics
• ✓Conversion tracking

Phase 5: Post-Migration Optimization (Month 7-8)

Aggressive Recovery Plan:

• ✓Identified any ranking drops and created recovery plans
• ✓Accelerated internal linking to new pages
• ✓Built new backlinks to consolidated pages
• ✓Optimized underperforming pages
• ✓Enhanced content on key landing pages

Growth Initiatives:

• ✓Launched content marketing campaign
• ✓Created comparison and buying guides
• ✓Optimized for local search (coverage areas)
• ✓Built out FAQ and support content
• ✓Implemented customer review schema

Traffic Performance

Organic Traffic Growth:

• ✓Pre-Migration Baseline: 45,000 monthly organic sessions
• ✓Month 7 (Migration Complete): 52,000 monthly sessions (+15.5%)
• ✓Month 10 (Post-Optimization): 138,000 monthly sessions (+207%)
• ✓Month 12 (Final Results): 180,000 monthly sessions (+400%)

Key Milestones:

• ✓Zero traffic loss during migration (industry average: -30%)
• ✓Returned to baseline traffic in just 2 weeks
• ✓Achieved positive ROI by month 3 post-migration
• ✓Broke all previous traffic records by month 8

Ranking Improvements

SERP Position Growth:

• ✓Position 1-3: Increased from 234 to 1,156 keywords (+394%)
• ✓Position 4-10: Increased from 678 to 2,841 keywords (+319%)
• ✓Featured Snippets: Captured 28 featured snippets (from 3)

High-Value Keywords:

• ✓“fiber internet philippines” – Position #1 (was #7)
• ✓“pldt home fibr plans” – Position #1 (was #4)
• ✓“best internet philippines” – Position #2 (was #15)
• ✓“home wifi plans” – Position #1 (was #9)
• ✓“internet speed test pldt” – Position #1 (maintained)

Total Ranking Keywords:

• ✓Grew from 4,200 to 18,400 ranking keywords
• ✓340% increase in branded keyword visibility
• ✓520% increase in non-branded opportunity keywords

Business Impact

Lead Generation:

• ✓450% increase in organic form submissions
• ✓380% increase in “Check Coverage” tool usage
• ✓290% increase in plan comparison interactions
• ✓520% increase in “Apply Now” clicks from organic

User Engagement:

• ✓Average session duration: 4:12 (up from 2:18)
• ✓Pages per session: 3.8 (up from 2.1)
• ✓Bounce rate: 42% (down from 58%)
• ✓Return visitor rate: 34% (up from 18%)

Revenue Impact:

• ✓Organic became #1 traffic source (previously #3)
• ✓Cost per acquisition decreased by 67%
• ✓Estimated revenue from organic: +$4.2M annually
• ✓Reduced paid search budget by 40% while maintaining total leads

Technical Wins

Site Performance:

• ✓Page load time: 1.8s (down from 4.3s)
• ✓Core Web Vitals: All pages pass (was 23%)
• ✓Mobile usability score: 98/100 (was 67/100)
• ✓Lighthouse SEO score: 100/100 (was 76/100)

Indexation:

• ✓Reduced crawl errors by 94%
• ✓Improved index coverage ratio from 62% to 96%
• ✓Eliminated duplicate content issues
• ✓Consolidated link equity effectively

Brand Consolidation Success

Unified Presence:

• ✓Successfully merged 5 brands under one domain
• ✓Maintained individual brand identities in site structure
• ✓Improved brand awareness scores by 45%
• ✓Increased brand search queries by 220%

Domain Authority:

• ✓Consolidated DA: 58 (from distributed 45-52 across domains)
• ✓Referring domains: 2,400+ (consolidated from 3,800 fragmented)
• ✓Quality backlinks redirected successfully: 95% preservation rate

What Made This Migration Successful

1. Meticulous Planning Prevents Disasters
We spent 2 full months in planning—longer than many teams spend on entire migrations. This upfront investment paid off with zero traffic loss during the migration window.
2. Phased Rollout Reduces Risk
By migrating smaller sites first, we caught issues early:

• ✓Discovered redirect chain problems on test site
• ✓Identified missing schema markup patterns
• ✓Found mobile rendering issues
• ✓Fixed before migrating high-traffic properties

3. Real-Time Monitoring Is Critical
We caught and fixed 3 critical issues within hours because of 24/7 monitoring:

• ✓Sitemap submission errors
• ✓CDN caching problems
• ✓Redirect loop on category pages

4. Post-Migration Optimization Drives Growth
The migration was just the foundation. Months 7-12 focused on:

• ✓Identifying quick-win opportunities
• ✓Building new content
• ✓Fixing underperforming pages
• ✓Strengthening internal linking

This post-migration work drove 80% of the total growth.
5. Content Quality Beats Quantity
We removed 3,400 pages and saw traffic increase. Many were thin content that diluted authority. Consolidation improved:

• ✓Average page authority
• ✓Crawl efficiency
• ✓User experience
• ✓Conversion rates

Enterprise SEO Best Practices

Stakeholder Management:

• ✓Weekly status updates to executive team
• ✓Daily communication with dev team during migration
• ✓Training sessions for content team on new structure
• ✓Created comprehensive documentation

Testing Protocol:

• ✓Staging environment mirrored production
• ✓Tested all redirects before launch
• ✓QA checklist with 200+ items
• ✓User acceptance testing with real customers

Contingency Planning:

• ✓Maintained old servers for 60 days post-migration
• ✓Prepared rollback procedures
• ✓Had emergency response team on standby
• ✓Created communication plan for issues

Strategic Planning

• ✓Multi-Site SEO Audit
• ✓Migration Strategy & Roadmap
• ✓Risk Assessment & Mitigation
• ✓Stakeholder Workshops
• ✓Content Strategy & Consolidation Plan

Technical SEO

• ✓Site Architecture Design
• ✓301 Redirect Mapping (8,400+ URLs)
• ✓Technical Implementation Support
• ✓Schema Markup Migration
• ✓Core Web Vitals Optimization
• ✓Mobile Optimization
• ✓Site Speed Enhancement

Content Services

• ✓Content Audit & Analysis
• ✓Content Consolidation (2,000+ pages)
• ✓On-Page Optimization
• ✓Metadata Rewriting
• ✓Internal Linking Strategy
• ✓FAQ & Support Content Development

Migration Execution

• ✓Phased Migration Management
• ✓24/7 Monitoring & Support
• ✓Quality Assurance Testing
• ✓Issue Resolution & Troubleshooting
• ✓Post-Migration Optimization

Ongoing Optimization

• ✓Performance Monitoring
• ✓Ranking Recovery Plans
• ✓Content Updates & Enhancement
• ✓Link Building Strategy
• ✓Conversion Rate Optimization