Domino Records SEO Site Migration Case Study

We successfully migrated Domino Records website removing legacy websites across multiple countries and languages to offer one effective global site.


The client had a lot of legacy domains across 5 countries and multiple languages that they were planning on migrating to a single source.


Pattern Recognition

Having such a large amount of webpages, our best chance of a clean migration that didn’t overload the servers was identifying patterns in the URL structures of the old and new sites in order to help us write the regular expressions for the htaccess file.

Scraping Content

As some of the areas of the site were totally original standalone pieces we had to scrape the HTML of the pages in order to pull out common template patterns so we could easily tag and migrate the URLs.


Having to consider multiple languages we set about briefing the creating of HREFLANG sitemaps to submit to search console where we created multiple instances for each of the country and language variations.

Work with UX and Designers

We were lucky enough to be working with one of the best UX designers in London and had a very detailed set of visual sitemaps and new site structures to work from. The client also had a very senior internal development team that supported the project throughout allowing us access to all the information we needed as well as test instances and constant attention for making the changes that we needed to make to the site.

Working with Type A was super smooth. They did all the technical heavy lifting so I could focus on design. Would recommend.
Danny Blackman
Danny Blackman

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