Search traffic, rebuilt

How a nightlife marketplace cleaned up what search engines see: server rendering, a clean sitemap and a domain move without downtime.

Problem

The homepage rendered on the client, and the sitemap listed 186 redirect URLs next to the real pages.

Constraints

A live marketplace with real bookings, so no downtime. The brand and the domain were changing at the same time, and the team was small.

Approach

Moved the homepage to server rendering in early October, rebuilt the sitemap so it lists only real pages, cleaned up page titles and descriptions for venues, and added attribution tracking for ads. The domain move came with a Google Change of Address.

Outcome

• Sitemap 328 → 70 URLs, redirect entries removed.
• Brand moved to a new domain with zero downtime, and Google accepted the Change of Address.
• Ad attribution tracking in place, so bookings can be tied back to a campaign.

Still open

Performance numbers will be added once they are re-measured on the current release.

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