We successfully unified Anthem Properties and Anthem United’s online presence, strategically merging two distinct brands into one cohesive platform. This integration strengthened their digital identity and improved SEO visibility without losing valuable search equity.
Anthem Properties
About The Client
Anthem Properties is a respected real estate developer recognized for managing a diverse range of residential, commercial, and retail properties. With a commitment to sustainability and innovative urban development, Anthem consistently focuses on enhancing the vibrancy and functionality of the communities they create.
Historically, Anthem operated two distinct online presences: Anthem Properties and Anthem United. Over time, maintaining separate digital identities became increasingly challenging as the company’s business divisions grew closer and more interconnected. Managing two separate domains resulted in fragmented branding, complex digital management, and diluted search engine visibility. Anthem needed a strategic approach to unify their online presence without losing the valuable SEO authority that had been built over many years.
Step One
Discovery and Alignment
We initiated the project by facilitating comprehensive digital workshops involving Anthem’s internal teams and their external development partner. These sessions were designed to identify key business objectives, uncover technical considerations, and ensure alignment among all stakeholders. Following the workshops, our team conducted a detailed SEO audit of both existing domains to thoroughly understand their current search performance, strengths, and areas needing improvement. During this phase, we also coordinated closely with Anthem’s development partner to integrate user experience (UX) considerations into our SEO strategy, ensuring a seamless user journey alongside optimized search visibility.
Step Two
Detailed Analysis and Strategic Planning
Based on insights gathered in the discovery phase, we developed and delivered an extensive 60-page SEO report. This comprehensive document provided a clear breakdown of our findings, including specific keyword optimization opportunities, backlink improvements, and crucial technical SEO aspects like page redirects, load speeds, and mobile usability. Additionally, the report included a structured implementation timeline, explicit instructions for addressing each identified issue, and clear next steps to guide Anthem’s development partner through the website integration process.
Step Three
Implementation and Integration
With strategic guidance clearly documented, we worked collaboratively with Anthem’s internal wo websites, strategically redirecting important URLs, preserving and enhancing existing SEO authority, and aligning branding and content into one cohesive and unified digital presence. Throughout implementation, continuous monitoring ensured minimal disruption to Anthem’s existing SEO performance.
Results and Impact
The careful planning and structured execution resulted in the successful integration of Anthem Properties and Anthem United into a single cohesive website. The unified platform preserved the strengths of both brands, significantly improved website functionality, and simplified digital management. Importantly, Anthem’s SEO visibility was not only maintained but strengthened. The unified domain resulted in improved search rankings, increased organic traffic, and more consistent, clear brand communication.
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