Steak, the search-inspired communications agency, has been appointed as the search engine optimisation (SEO) consultant for the formation of a new charity between two of the UK’s leading charitable organisations, Help the Aged and Age Concern England. Steak, which already works with V inspired, ActionAid and TZ Kids in the charitable sector, has been tasked with advising how to retain SEO equity and maintain visibility in natural search listings as the two organisations prepare to combine and work towards the formation of a new brand.

Steak will initially carry out a comprehensive audit of the charities’ current sites assessing visibility and traffic, content and link profiles before creating a migration strategy. Steak will ensure that the new site maintains current natural search equity by mapping permanent URL redirects to the most appropriate landing pages and consolidating key onsite content; all designed to guarantee visibility in natural search listings and high levels of traffic through to the website.

Anna Slosmanis, online marketing manager, Help the Aged, said, “Creating a new digital presence for the organisation is an exciting challenge, part of which is ensuring that we retain the SEO equity held by existing sites.“

Kulraj Singh Salh, Steak’s director of natural search, added, “The migration strategy will also be key to communicating the new branding of the organisations to visitors who happen to arrive on the site via a search for an old brand term. Taking the easy approach and simply redirecting the user to the homepage will result in a poor user experience and, as a result, a high bounce rate and waste in natural search traffic. This is why the mapping and content consolidation is vital.”

Published on: 5:23AM on 12th March 2009