Virgin Pure

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.

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.

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.

Both diagnostic and protective SEO work was needed: understanding the non-brand gap while ensuring the rebrand did not compound the problem.

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 stabilise and then grow performance on the new domain.