How we moved FAAA to a new domain — and grew organic 34% in four months
Switching to faaa.au could have been a nightmare, but Whitehat Agency turned it into a masterclass. We lost zero traffic, gained 34% more visitors and saw leads jump 25% in just four months. If you need a bullet-proof SEO partner, these are the people to call.
FAAA Marketing TeamFinancial Advice Association of Australia
Move the domain. Keep the rankings. Don't drop a single member touchpoint.
When the Financial Advice Association of Australia rebranded from fpa.com.au to faaa.au, the marketing team faced a familiar but high-stakes problem: years of organic equity sat on the old domain, and one wrong move could erase it overnight.
In a tightly regulated finance niche where members, advisers and media all rely on search to find the right information, the brief was clear — preserve the rankings, protect the authority and execute the move quickly with zero disruption.
A domain-migration playbook engineered to protect equity, then grow it.
We ran a pre-migration audit deep enough to make the cutover boring — crawling 2,000+ URLs, mapping every asset and backlink, and benchmarking 300 high-value keywords so we'd see the smallest movement after launch.
Once the new domain was live, we shifted from preservation to growth — layering on internal linking, content consolidation and technical fixes that turned the new home into a stronger one than the old.
Comprehensive pre-migration audit
Crawled 2,000+ URLs, mapped every live page, asset and backlink, and benchmarked 300 high-value keywords so any post-migration movement was instantly visible.
One-to-one 301 redirect matrix
Built and stress-tested a complete old-to-new redirect map to preserve every drop of link equity through the rebrand.
Content consolidation
Cleaned up thin and duplicate pages, fixed cannibalisation and tightened the site architecture so the new domain launched lean.
Live crawl monitoring
Tracked crawl errors, indexation status and Core Web Vitals in real time as search bots discovered faaa.au — catching and fixing issues within hours.
Post-migration growth sprint
Internal-link optimisation, on-page work and new content targeting non-branded queries across the priority service pages.
Zero traffic lost. 34% added. A new domain that already outperforms the old one.
Inside four months, faaa.au not only avoided post-migration losses — it outgrew its predecessor across every organic metric. Revenue from organic search lifted 34%, organic leads climbed 25% and non-branded traffic surged 52% as the new domain built authority on its own terms.
Most importantly, 200+ keywords landed on page one of Google.com.au — locking in the rankings the association needs to serve members, advisers and the press in a tightly regulated category.
The numbers that made the rebrand stick.
A national finance association, a high-stakes domain move and a regulated niche where one mistake costs years of authority. Here's what a disciplined migration playbook delivered.
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