Global brand: migration and hreflang consolidation

Preserve equity across regions while cleaning duplicate and cannibalising URLs.

1 July 2023

Sector: Global brand

Focus: SEO & Search Strategy, Website Design & Development

Situation

Multiple ccTLDs and folder structures were stepping on the same queries, and hreflang errors in Search Console had become background noise. International SEO needed ownership, not occasional tidy-ups.

What we focused on

  • URL policy: One decision per language/market, no infinite alternate strategies.
  • Redirects: Mapped with sampling checks, not bulk hope.
  • Monitoring: Post-migration dashboards for indexation and canonical behaviour.

Outcome

Stabilised international visibility and fewer “wrong country” landing complaints.

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