SUCCESS STORY

How to migrate more than 4,000 URLs without losing rankings? SEO strategy and shift from product to customer focus for Roser Group

Sector

Design and manufacture of machinery for the food industry

Services

SEO Strategy · Inbound Marketing · HubSpot

THE COMPANY

Context

Our client, Roser Group, is a leading company in the metallurgical industrial sector with more than 65 years of experience. Specializing in industrial hygiene solutions and machinery for the food industry, they have a strong international presence in over 110 countries.

After decades of activity, the company had consolidated digital authority in its niche. However, its previous bespoke web ecosystem had structural limitations that hindered expansion. The catalog was overly focused on the technical product, neglecting the user browsing experience and opportunities for segmented lead capture by sector and product line.

The challenge

The main challenge was not only to renew Roser Group’s digital image, but to carry out a high-risk technological transition without destroying the SEO equity accumulated over years. The challenge consisted of:

Execute a critical migration: Map and redirect more than 4,000 URLs without traffic drops.
Redesign the information architecture: Move from a "product catalog" to a website oriented to solutions for each of their buyer personas.
Preserve historical authority: Ensure that the rankings gained in sectors such as the meat industry were transferred intact to the new platform.
Efficient internationalization: Structure the website so that Google would understand the relevance of their solutions in global markets.

INDUSTRIAL SEO AND WEB ARCHITECTURE STRATEGY

Our strategic approach

From the beginning, we identified that for Roser Group, their website was not just a business card, but their main international acquisition asset. Therefore, the proposal was not approached as a simple website redesign, but as a comprehensive SEO project.

We designed a system where the web architecture and technical SEO worked in an integrated way within the WordPress and HubSpot environment, allowing the brand’s historical authority to serve as a springboard into new markets.

These were the three main strategic lines we followed:

1. Restructuring the web architecture focused on the Buyer Persona

The first step was to understand how Roser Group’s customers search. We identified several ideal customer profiles and transformed the technical navigation into solution-based navigation. Instead of forcing the user to search among hundreds of machines, we designed specific conversion paths, making it easier for Google’s algorithm to better categorize the relevance of each section.

2. Precision technical migration: redirecting 4,000+ URLs

The core of the SEO success lay in managing the migration. Abandoning a bespoke website to move to a modern structure carries the risk of generating thousands of 404 errors that sink rankings.

We performed an individualized mapping of over 4,000 URLs, applying strategic 301 redirects. This process ensured that every external link and every position in Google’s ranking pointed exactly to its new equivalent, preserving the link juice (the link strength) intact.

3. On-page SEO optimization and technical content system

To reinforce the new site, we implemented a technical content strategy of value where we sought not only volume, but authority.

This strategic line included:

Focus on strategic products: We optimized product page content to include the specific keywords that allow positioning their equipment and machinery in top results.
Segmented metadata optimization: We adjusted each title and description to respond to industrial purchase search intents.
Strategic blog: We created a content ecosystem that resolves technical and specific questions of the buyer personas and decision-maker profiles, attracting qualified traffic that previously did not reach the site.

CASE STUDY

The result

The technical execution allowed that, after the launch of the new Roser Group website in May 2022, the impact was immediate and, above all, secure.

Among the main results stand out:

Consolidation of authority: 100% of critical URLs migrated successfully, maintaining relevance in key sectors such as the meat industry.
0% loss of organic visibility: The migration of the 4,000+ URLs was completed without any incident, keeping historical traffic stable.
Maintenance of strategic keywords in the TOP 10, especially in the meat and industrial hygiene sectors.
Transformation of the digital channel: Transformation of the digital channel: The website went from being a static catalog to a lead generation engine with qualified leads integrated directly into HubSpot.

Beyond the metrics, the impact for Roser Group was structural. Thanks to this strategy, the company not only protected its digital legacy, but now has a scalable, optimized platform to lead the global B2B industrial sector. Their website has ceased to be a static catalog and has become a qualified lead-generation asset that attracts new international opportunities, transforming SEO into a real, safeguarded competitive advantage.

RECOGNITION

E-TECH Award 2022

This project was awarded the prize for best digital marketing strategy at the E-TECH Awards 2022, presented by AENTEG (Association of New Technology Companies of Girona).

The jury highlighted the strength of the global inbound marketing strategy applied to Roser Group.