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AXIS SEO Technical SEO Audit, Content Strategy, Content Production

Industry

Telco

Client

AXIS

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About

Turning a post-revamp decline into sustained, intent-led organic growth.

Services
  • Technical SEO Audit
  • Content Strategy
  • Content Production
  • SEO Monitoring
BACKGROUND

Building organic momentum ahead of a major website revamp

AXIS has worked with us since February 2025 to accelerate its organic growth. Through technical SEO, content strategy, and continuous optimization, our work has focused on strengthening AXIS’s visibility across different search journeys, from exploring mobile data packages to finding answers about services and connectivity.

Over the course of the partnership, AXIS undertook a major website revamp spanning its product pages, help center, and blog. This introduced a new structure across some of AXIS’s most important digital touchpoints while our ongoing SEO work continued in parallel.

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CHALLENGE

Keeping organic growth on track through a major revamp

Maintaining the organic visibility we had already built with AXIS became a key priority during the revamp. As pages transitioned into the new structure, changes to URLs, redirects, and content architecture affected how existing search signals carried over to the new website.
After the revamped website went live, organic traffic declined for three consecutive months, with the help center among the most affected sections. The challenge involved three interconnected priorities:
  • Preserving existing search visibility as pages transitioned into the new website structure.
  • Identifying the actual causes of the decline by distinguishing migration issues from broader shifts in search demand.
  • Recovering affected sections while protecting long-term momentum.

The Recovery Strategy

Restoring AXIS’s organic performance began with understanding what had changed and which issues had the greatest impact. From there, we combined technical recovery with a broader restructuring of how the website captured search intent, guided users toward relevant products, and supported ongoing optimization.
Technical SEO Audit

Diagnosing before acting

We conducted a full crawl-based technical SEO audit to trace how the migration affected search performance. The crawl surfaced temporary redirects where permanent redirects were required, along with redirect chains, missing H1 tags across dozens of pages, duplicate meta descriptions, and gaps in structured data.
Rather than treating every traffic movement as a technical problem, we cross-validated the findings against search and analytics data, trend signals, and live search results. This helped us distinguish migration-related issues from broader shifts in search demand and prioritize the fixes that were most critical to recovery. We then worked closely with the development team to correct the redirects, resolve the structural issues identified in the crawl, and support the recovery of affected sections.
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Search-Led Site Architecture

Rebuilding around specific search intent

Addressing the technical changes was essential to recovery, while returning to sustained growth required the website to serve more of the specific searches AXIS customers were making.
We expanded the site architecture with hundreds of new pages across two key areas: intent-specific product detail pages (PDPs) and individual FAQ topics, each with its own dedicated URL. We also added a tutorial segment for how-to searches that previously had no matching page. This helped users land directly on the products or guidance most relevant to their needs.
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Content Optimization

Connecting content with product discovery

AXIS’s blog already attracted informational traffic, presenting an opportunity to extend the user journey beyond the article. We added related-product carousels to blog detail pages, connecting each topic with relevant AXIS offerings.
This created a clearer path from information to action, allowing the blog to support product discovery and conversion alongside organic traffic growth.
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Ongoing Production and Reoptimization

Creating a faster optimization cycle

To make ongoing optimization more efficient, we made SEO footer content and FAQ sections editable through the CMS. Updates could go live without waiting for each change to be hardcoded and deployed by the development team.
This was supported by an ongoing program of 50 SEO-led articles per month, alongside a reoptimization effort focused on pages with high visibility but low click-through rates.
Results

Restoring organic performance and sustaining growth

AXIS fully recovered from three consecutive months of post-revamp traffic decline and returned to a sustained growth trajectory.
Beyond the recovery, AXISNET download actions grew by 17.0%. The stronger technical and content foundation also began capturing visits from emerging discovery channels, with AI Search and LLM referrals achieving a 10.1% conversion rate in July 2026.
AXIS now has a broader range of pages addressing specific search needs, creating an intent-driven ecosystem that connects product discovery, customer support, editorial content, and conversion opportunities. This stronger foundation is built to sustain organic performance as search behavior continues to evolve.
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From February 2025 to July 2026, AXIS's organic performance grew across traffic, visibility, and conversion:

+85.3%

Organic Sessions

+36.7%

Search Queries Driving Traffic

+17.9%

Product Selection Actions on Site