SEO migration and restoring organic site traffic for A.H. BEARD

About the client

A.H.Beard is a family-owned Australian company, with a proud 120-year history of producing amazing mattresses.

Five generations of the A.H. Beard family have been committed to continuous innovation to ensure that they remain leaders in their field.

Today, A.H. Beard employs a team of over 400 dedicated and highly skilled people to produce up to 10,000 mattresses each week, which are sold in Australia, New Zealand and around the world.

The challenge

A.H. Beard is one of Australia’s largest mattress manufacturers. The company is family owned and has been operating for over 120 years with 400 dedicated staff making up to 10,000 mattresses a week.

A.H. Beard came to us via our agency partner Sharley Consulting, the client had recently launched a new website and was experiencing a significant drop in organic traffic as a result of the site migration. The client had not engaged an SEO agency to look after the SEO migration so there wasn’t any pre-migration documentation that we could use in order to better understand the migration process.

As well as restoring organic traffic, the client wanted to better understand site engagement. With multiple stockists, the main conversion on the website is retailer searches via the ‘find a retailer’ page, so increasing retailer searches was essential to the campaign’s success.

Scope of work


Entreprise SEO Audit


SEO Migration


Ongoing technical SEO


Ongoing Link building


Ongoing Content recommendations


Tracking and Reporting

Our solution

In order to understand the nature of the SEO migration and any possible technical impediments to traffic acquisition, we had to conduct a comprehensive enterprise SEO audit. The aim of the enterprise SEO audit is to uncover all issues associated with the website and enable us to develop a data driven strategy to SEO optimisation.

Since A.H Beard had gone through a website migration it was important that our SEO audit layered pre migration data and compared the site pre and post migration. We used a combination of tools including Wayback Machine, Google Analytics (pre migration data) and web logs to understand what the old website structure was like. On the basis of this data, we ran the enterprise audit, comparing the previous website structure and the new website, and worked backwards to identify the technical issues that may have led to the drop in organic traffic.

Some of the high priority items the enterprise SEO audit addressed included:

  • 301 redirect remapping and page duplication
  • Content optimisation and recommendations on new websites
  • Google search console reconfiguration based on new website features
  • Information architecture restructuring and internal linking strategies to maximise SEO equity flow
  • Onpage optimisations and keyword mapping
  • Backlink audit and clean up

On completion of the SEO audit we set up an implementation task list to ensure all audit findings were implemented based on priority levels and resource availability.

In order to align with A.H. Beard’s goals and bearing in mind the wholesale business model, we set up reports that highlighted performances from a perspective of retailer searches. We ensured retailer search tracking was implemented correctly and set up Google Analytics goals that showed both the absolute number of retailers searches and the conversion rate for those searches.


Below are the results achieved for the clients over a YoY comparison pre vs post migration.

  • 54.1% increase in new organic users after migration compared YoY
  • 407% Increase in retailer searches YoY
  • 236% increase in retailer searches conversion rates
  • Organic keyword indexing jump from 1151 pre migration to 11,402 post migration


Reminder: Google UA Historical Data to be Deleted in July 2024