Consolidated hundreds of location domains, +300% organic traffic

Client: Kindred Healthcare · Industry: Healthcare · Role: SEO lead at LEAP Agency · Work: Site architecture, URL strategy, domain consolidation

Kindred Healthcare’s customer journey was split across hundreds of separate location domains. That made it nearly impossible to understand user behavior or build search authority in one place. The new website brought every location onto a single domain.

The challenge: hundreds of sites, one new home

Every location domain had its own rankings and history. Moving them all without losing that value meant getting the structure, the URLs and thousands of redirects right on launch day.

What I did

1. Audited everything

I crawled and audited the full set of location sites to understand what ranked, what drove traffic and what could be retired.

2. Designed URLs for local search

Existing location URLs used long facility names with no addresses. Working with design and engineering, I defined a new URL structure that included each location’s address, so pages matched how people search for care near them.

3. Mapped every redirect

I mapped thousands of old URLs to their new locations and built the redirect file that carried years of search equity into the new site.

Results

• +300% organic search traffic year over year after launch.
• One domain, so behavior and performance could finally be measured across every location.

What this shows

When the structure is right, everything else compounds. Fixing the foundation did more than any single on-page change could.