Virgin Pure
An SEO audit focused on diagnosing channel underperformance, alongside a full pre and post domain migration audit to support the rebrand to Our Taap.
Back to Case StudiesCASE STUDY
Virgin Pure Migration & Non-Brand Strategy
A forensic look at why organic was underperforming as a channel, paired with the technical and strategic rigor required to migrate a domain without losing rankings, indexed pages or hard-won equity.
- Full deep-dive SEO audit of virginpure.com
- Diagnosis of organic channel underperformance
- Brand vs non-brand performance segmentation and loss analysis
- Identification of non-brand visibility gaps across product and informational queries
- Full SEO strategy to grow non-brand visibility
- Pre-migration SEO audit ahead of rebrand and domain change
- Post-migration SEO audit to validate transition and address fallout
- Redirect mapping review and migration risk mitigation
- Page indexing protection across migration
- Ongoing SEO services and support through the rebrand
Migration Audits
Pre+Post
Non-Brand
Brand vs
WHAT WE DELIVERED
Services Performed & Key Results
A breakdown of the work delivered and the measurable results achieved.
Services Performed
- SEO Auditing
- Brand vs Non-Brand Performance Analysis
- SEO Strategy Development
- Pre-Migration SEO Audit
- Post-Migration SEO Audit
- Domain Change & Rebrand SEO Support
- SEO Consulting & Ongoing Support
Equity
Protected
Non-Brand
Strategy Built
1:1
Redirect Mapping
Key Achievements
THE CHALLENGE
Brand-Heavy Channel, Migration Risk
Virgin Pure had a strong brand and loyal customer base, but organic was underperforming as an acquisition channel — with very little non-brand visibility. A domain change and rebrand added a second layer of complexity.
Non-Brand Visibility Gap
The vast majority of organic traffic was branded, with little non-brand visibility across the product and informational queries that should have been driving incremental growth.
Migration & Rebrand Risk
Any migration carries inherent risk of ranking loss, indexation churn and equity leakage. Virgin Pure needed to execute the rebrand to Our Taap without sacrificing branded equity.
Two Workstreams in Parallel
Both diagnostic and protective SEO work was needed — understanding the non-brand gap while ensuring the rebrand didn’t compound the problem.
The Solution
We delivered an SEO audit focused on channel underperformance, paired with a structured pre and post migration audit framework to protect equity through the rebrand.
2
Parallel Workstreams
Full
Migration Framework
The Strategy
Virgin Pure Our Strategy
The strategy for Virgin Pure was to run two parallel workstreams: diagnose and fix the underlying non-brand visibility problem, and protect equity through the rebrand and domain migration.
We started with a full GSC data extraction across domain and URL properties, processed through SEO Stack to enable clean brand vs non-brand segmentation across templates, queries and intents. The non-brand visibility gap was then mapped to its underlying drivers — content depth and coverage, internal linking, technical and indexation issues, and link authority on the templates that needed to compete in non-brand SERPs.
In parallel, the migration workstream followed a structured pre-launch, launch and post-launch audit framework: full URL inventory, 1:1 redirect mapping with priority page validation, internal link updates, canonical and hreflang review, sitemap refresh, robots.txt and indexation directive validation, staging environment lockdown and pre-launch crawl sign-off.
Post-launch, we monitored indexation, rankings and traffic across templates, validated the redirect map in production, surfaced any fallout and triggered the corrective work needed to stabilize and then grow performance on the new domain.
The Goals
- Diagnose why SEO was underperforming as a channel for Virgin Pure
- Quantify and address the non-brand visibility gap
- Deliver a full SEO strategy to grow non-brand traffic alongside existing brand performance
- Protect rankings and indexed pages through the rebrand and domain migration
- Pre-empt and mitigate migration risk before go-live
- Validate and stabilize SEO performance post-migration
- Support the wider rebrand with ongoing SEO services and guidance
- Position Virgin Pure to grow organic as a meaningful acquisition channel beyond brand
About Virgin Pure
Virgin Pure (transitioning to Our Taap) is a D2C home water brand with a strong brand and loyal customer base, undergoing a full rebrand and domain migration while looking to grow organic as a meaningful non-brand acquisition channel.
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