Case Study

How We Migrated 1.4 Million Pages Without Losing Traffic (Then Doubled B2B Conversions)

Most agencies treat migrations as damage control. We saw it as an opportunity to rebuild the foundation and shift the entire business model.

When a sound effects library with over 1 million sounds wants to completely redesign their site, migrate every single page, and pivot from B2C to B2B at the same time, most SEO agencies would recommend waiting.

We said let’s do it all at once.

The client came to us in October 2023 as a well-established sound effects library serving YouTube creators, indie game developers, and filmmakers. They were good at B2C. But they wanted to sell to post-production shops, major film studios, AAA game developers, and large advertising agencies. Competition from newer players was increasing, and they needed to differentiate.

Fast forward to today: their traffic quadrupled post-migration, they’re ranking for 2.7x more relevant keywords, and their B2B conversions increased 50% year-over-year. They’re still a client because the work keeps delivering.

Here’s how we pulled it off.

Background

The client runs one of the largest sound effects libraries in the world with over 1 million individual sounds covering everything from footsteps to explosions to ambient noise. They’d built a strong B2C business serving individual creators: YouTube channels, indie game developers, small film projects, advertising freelancers.

But the market was shifting. Competitors who historically focused on music libraries were expanding into sound effects and winning deals. The client needed to move upmarket and target enterprise buyers:

Post-production shops handling major film and TV projects
Large-scale film studios (think Universal, Disney-level players)
Product developers embedding sound effects in cars, toys, and electronics
AAA game developers at companies like Ubisoft and EA
Major advertising agencies producing high-budget video and radio content
Marketplace platforms that license the library for their own sites

Oh, and they were planning a complete site redesign and migration for April 2024. Every single one of their 1.4 million pages needed to be rebuilt.

The Challenges

Programmatic site architecture meant we couldn’t A/B test copy changes. Any content change applied to the entire site at once. We couldn’t risk tanking some pages while improving others.
B2B keyword targeting is nearly impossible in this space. Nobody searches “sound effects for AAA game developers.” They search “sound effects library”—the same query B2C users enter. We needed to attract enterprise buyers without alienating the existing audience.
The client initially resisted low-volume keyword targeting. They wanted high search volume. We had to build trust before they’d let us pursue niche B2B terms that might only get 10 searches per month but convert at much higher rates.
The migration timeline was fixed. April 2024 was happening regardless. We had four months to plan, execute, and ensure nothing broke.

Build Trust, Execute the Migration, Then Pivot to B2B

Phase 1: Prove We Understand Their Business (October 2023 – March 2024)

The client wanted to start with link building only. No content changes yet—they needed to see we understood their market before giving us access to their site.

We built links targeting both high-volume keywords for their homepage and library pages AND ultra-niche B2B terms for their enterprise-facing pages. That dual approach showed we could balance immediate wins with long-term strategy.

Results from this phase:

Their main B2B page went from 4 clicks per month to 13 in three months
Impressions jumped from 2,500 to 21,000—showing we were building visibility in the right spaces

Small numbers, but significant growth for a niche B2B audience. The client started trusting us with bigger projects.

Phase 2: The Migration (January – May 2024)

This is where most agencies either play it safe or screw it up entirely. We saw the migration as an opportunity to fix structural SEO issues that had existed for years.

What we did:

Redesigned the entire site navigation to make it easier for both users and search engines to find relevant content.
Created an internal linking structure for all 1.4 million pages. Every sound effect, library, and collection page needed to link to relevant content without creating chaos.
Worked directly in Figma with their designer to bake SEO into every page template before development started. Previously, SEO was an afterthought.
Built a comprehensive migration plan with specific instructions for preserving rankings, redirects, and site architecture.
Monitored every signal in Google Search Console during and after launch, spot-checking pages to catch issues before they became problems.

The site launched in April 2024. By mid-May, traffic had quadrupled.

The Rightsizing (August 2024): When Traffic Drops Are Actually Good

In August, Google did what Google does: it re-evaluated the site and adjusted rankings. Traffic dropped from 60,000 monthly clicks to about 35,000.

Most clients would panic. We explained this was actually a win.

When you go from practically zero optimized pages to 1.4 million pages with proper SEO, you’re going to rank for some irrelevant keywords initially. Google’s August adjustment threw out the noise and kept the signal. The client went from 1,500 relevant page 1 keywords to 4,000—and that number has held steady for over a year.

Cleaner data. More qualified traffic. Better reporting. Rightsizing isn’t failure—it’s Google confirming you’re ranking for the right things.

Phase 3: The B2B Content Strategy (Mid-2024 – Present)

With the migration stable and the client’s trust fully earned, we shifted focus to what they actually hired us for: B2B growth.

We started by talking to their product and sales teams. The client had well-developed buyer personas and example companies for each segment (kudos to them for doing that work). We used those personas to build content that spoke directly to enterprise decision-makers.

What we created:

B2B-focused blog content addressing enterprise pain points
Nine dedicated B2B landing pages, each targeting a specific industry segment

The B2B work is paying off. Conversions from enterprise buyers increased 50% year-over-year (382 in 2024 to 573 in 2025). That B2B page that was getting 4 clicks per month when we started? It’s now pulling 96 monthly clicks.

We’re now working on their LLM optimization strategy. Results pending, but the foundation is solid.

Migration Success + Business Model Shift

Here’s what happened over 14 months:

traffic growth

post-migration

+50%

B2B conversions

in 2025 vs 2024

1.7x

page 1 keywords

from 1,500 to 4,000

24x

B2B page traffic

after building dedicated section

What We Learned

Complex migrations require cross-functional collaboration. Working directly with designers in Figma and coordinating with developers ensured SEO wasn’t bolted on after the fact. When SEO is baked into the templates from day one, migrations go smoother.

Rightsizing is a sign of success, not failure. That August 2024 traffic drop wasn’t a problem—it was Google cleaning up irrelevant rankings and confirming we were targeting the right keywords. Going from 1,500 to 4,000 relevant page 1 keywords is a massive win.

B2B targeting requires understanding the actual business. You can’t just chase high-volume keywords. We worked with the client’s product and sales teams to understand their personas and built content that spoke to enterprise decision-makers—not just individual creators.

Build trust before you ask for big changes. Starting with link building gave us a chance to prove we understood their market. By the time the migration came around, the client trusted us to make major structural decisions.

SEO isn’t just technical work—it’s business strategy. The migration quadrupled traffic. The B2B strategy increased conversions by 50%. Both required understanding how the business needed to evolve, not just chasing rankings.

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