PPC Energy: Driving growth through SEO-led domain migration

The Challenge

Migrating an established energy brand from enel.ro to ppcenergy.ro in a tight 3-month window, while overhauling the site structure, redesign and content — without losing organic rankings or traffic.

• Full domain migration from enel.ro to ppcenergy.ro in just 3 months
• Complete overhaul of the site structure
• Complete redesign of the website
• Content revised and adapted to the new layout
• Two distinct entities (Muntenia and Energie) needed clear differentiation to avoid duplicate content and cannibalization

Our Approach

We partnered with ENEL to facilitate the migration to PPC Energy. The proposed solution was a well-structured site architecture that would preserve the old pages' rankings after migration and successfully index new pages with growth potential. 5 key initiatives were taken:

1. Rebuilding the site structure: in-depth keyword research on the energy sector, analysis of the old site's performers, logical architecture reflecting the two entities (Muntenia and Energie), and new landing pages targeting non-branded keywords with strong ranking potential.
2. Creating and optimizing new content: keyword-driven, focused on user intent, refreshed existing content aligned to the new layout and SEO best practices.
3. Implementing 301 redirects: precise redirects to transfer SEO authority from old URLs to the new ones; every critical page redirected to avoid 404s and preserve rankings.
4. Preventing duplicate content: worked closely with developers to differentiate Muntenia and Energie, optimized metadata and headings to signal each section's focus to search engines, and developed anti-cannibalization strategies.
5. Marketing automation deployed to support the new ecosystem.