Successful SEO Migration Unlocks Visibility Growth for Inghams
Discover how a full UX redesign and SEO-led migration helped Inghams increase organic visibility by 54% across key travel categories
In July 2025, we migrated Inghams to a refreshed design and re-engineered site structure. The goals were to protect years of organic equity and create a cleaner, faster path for both users and search engines to reach key destination and product content. Working closely with Inghams’ digital team and developers, we ran a joint migration process – from IA redesign and redirect mapping to template reviews and crawl/indexation governance – followed by coordinated post-launch monitoring. We also made the site more useful for users through major content updates and consolidation of journeys like the 'Walking' section. Compared with June 2025, visibility grew significantly across priority categories.
What we did
Site Structure & Navigation Redesign
1:1 Redirect Mapping & Testing
Template Optimisation & Internal Linking
Crawl & Indexation Controls
The results
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Increase in visibility for Inghams overall since June 2025
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Increase in visibility for Inghams Ski since June 2025
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Increase in visibility for Inghams Walking since June 2025
The challenge
Big website redesigns can easily put search visibility at risk if they’re not planned carefully. Inghams needed to modernise its templates, simplify navigation, and tidy up old page structures – all without losing the rankings it had worked hard to earn ahead of the key booking season. The old site had overlapping content and inconsistent links, which made it harder for search engines to understand. The challenge was to launch cleanly, avoid disruption, and set the new site up to perform even better than before.
Our approach
The impact
The migration delivered strong, lasting growth in organic visibility across Inghams’ key commercial areas. By improving the site structure, templates and content experience, we made the site genuinely more useful for travellers – especially across the ‘Walking’ journey, which saw the biggest uplift. With a faster, more organised platform and a collaborative approach between us and the Inghams team, the brand is now set up for long-term growth and confident content expansion ahead of future booking seasons.
