Novopsych.
NovoPsych engaged Spicy Web during a period of significant internal growth to manage a high-stakes transition from their .com.au domain to a .com domain. The primary goal was to facilitate expansion into the US market without losing the business’s existing traffic momentum. Spicy Web successfully protected the site’s high-growth trajectory throughout the migration, implementing a technical SEO framework that turned search visibility into a high-yield revenue stream. By focusing on conversion-driven growth, we scaled the partnership to deliver a 12.6x return on investment.
Industries
- SaaS
- B2B
Services
- SEO
- Technical SEO
- International SEO
- SEO Migration
Spicy Web levelled up our business in so many ways that we didn’t even know were possible.
Challenges & Objectives
Traffic Preservation: Safely migrate to a .com domain while ensuring the business’s existing high-growth search rankings and traffic volume remain protected throughout the transition.
International Market Reach: Overcome regional search limitations to establish NovoPsych as a primary authority for clinical assessments in the United States.
Technical Performance: Resolve numerous technical deficiencies, including a broken international hreflang setup and a disorganised heading architecture that obscured content priority for search engines.
ROI Attribution: Establish a clear framework for tracking and attributing conversions across free and paid customer acquisition channels while also monitoring performance across multiple sub-domains.
Within 12 months, we delivered a 310% increase in non-branded revenue.
↑ 310%+
Increase in
Non-Branded Revenue
↑ 28%+
Increase in
Organic Clicks
↑ 12.6x
delivered for
ROI
Fantastic experience from start to finish. Spicy Web is professional, creative, and genuinely cares about getting things right. Great service and great people.
Approach & Strategy
High-Stakes Migration Management:
- Executed a US-based server upgrade and a managed 301 redirect strategy that allowed search engines to discover new pages organically, simulating a natural changeover to safeguard existing search equity.
Cross-Domain Analytics:
- Configured advanced conversion tracking in GA4 to accurately measure trial and paid sign-ups and assessment completions across the site’s various sub-domains, providing full visibility into the customer journey.
Structural Remediation:
- Rectified the site’s technical foundation by fixing international targeting protocols and implementing a logical, semantic heading structure to ensure page authority and clarity for search crawlers.
Internal Linking Architecture:
- Implemented a sophisticated site-wide linking strategy to interconnect all assessments with their related counterparts, ensuring both users and search engines can effectively discover high-value pages.
Key Results
Through a carefully managed SEO migration and ongoing technical improvements, NovoPsych successfully preserved performance during a high-risk transition while establishing a stronger technical foundation for significant growth.
Revenue Efficiency
- Delivered a 310% increase in non-branded revenue within the first three months following structural and internal linking improvements, demonstrating that enhanced search visibility translated directly into higher-value customer acquisition rather than simply increased traffic volume.
Organic Traffic Stability During Migration
- Preserved the vast majority of existing organic traffic throughout the domain migration process, a critical achievement for a rapidly growing digital platform, ensuring the business maintained operational continuity and continued user acquisition during a period that typically introduces volatility.
Scalable SEO Infrastructure
- Established a structured internal linking and technical SEO framework connecting all assessments across the platform, enabling users and search engines to more efficiently discover relevant content and supporting long-term scalability as the assessment library continued to expand.
