Rabbie's: 55% Organic Visibility Growth Following a High-Risk Migration

The Challenge

Rabbie's is a PE-backed travel business with ambitious commercial growth targets across its key international markets.

When we began working together in May 2024, the immediate priority was a major platform migration. Migrations of this scale present significant SEO risks, with changes to a website's platform, structure, content and URLs potentially resulting in lost rankings, traffic and revenue.

Our initial challenge was to ensure that Rabbie's completed the migration without losing its established organic search performance. Following the migration, our remit expanded to include international SEO and strategic support focused on commercial growth.

The project required us to:

• Protect existing rankings and organic visibility throughout the platform migration
• Identify and manage the technical SEO risks associated with the new website
• Coordinate closely with Rabbie's technical, marketing and ecommerce teams
• Develop an international SEO strategy for priority growth markets
• Translate organic search improvements into increased revenue and conversions

The Work

We worked with Rabbie's from May 2024 until October 2025, initially providing in-depth technical consultancy for its large-scale platform migration.

Working closely with the technical, marketing and ecommerce teams, we helped ensure that SEO considerations were incorporated throughout the migration process. This protected the organic performance Rabbie's had already established while creating a stronger technical foundation for future growth.

Our work included:

• Developing the SEO strategy for the platform migration
• Assessing and prioritising potential migration risks
• Reviewing the existing website structure and priority landing pages
• Defining technical SEO requirements for the new platform
• Advising on URL changes and redirect requirements
• Reviewing the new website before launch
• Monitoring rankings and organic visibility throughout the migration
• Identifying and resolving post-launch technical issues
• Developing a new international SEO strategy
• Identifying opportunities across key growth markets
• Providing ongoing strategic support focused on ambitious commercial targets
• Working collaboratively with Rabbie's technical, marketing and ecommerce teams

The Outcome

The migration was successfully completed without the ranking losses that can commonly accompany a project of this scale. Rabbie's not only protected its existing search performance but improved its rankings following the move.

This created a strong foundation for the next phase of our work: using international SEO to drive greater commercial performance across priority growth markets.

The growth highlights:

• Organic visibility increased from 57,792 to 89,375
• Overall organic visibility grew by approximately 55%
• Organic revenue increased by 28% year on year across key growth markets
• Organic conversion rate increased by 31% year on year across key growth markets
• Existing rankings were protected throughout the platform migration
• Rankings improved following the migration
• Rabbie's established a stronger foundation for continued international SEO growth

By combining detailed technical consultancy with an internationally focused SEO strategy, we helped Rabbie's turn a potentially risky platform migration into an opportunity for sustained organic and commercial growth.