ASU London – SEO Repair Kit
Transformation Journey
A Story of a Website Filled With Challenges… and the Transformation That Followed
The Blueprint for Transformation
When ASU London (formerly TEDI London) began its rebranding journey, their website was standing at a critical crossroads. What had once been the TEDI London site was now preparing to evolve into a new identity—but beneath the surface, a maze of technical issues, broken links, and SEO risks was quietly waiting to explode during migration.
And that’s exactly when our team stepped in.
Key Facts
Industry
Higher Education
Location
London, UK
Focus
Industry-Focused Programs
Project Objective
Preserve SEO Rankings
Maintain existing SEO rankings and organic traffic throughout the migration process.
Update Branding
Reflect the new ASU London branding across all website elements and pages.
URL Redirection
Ensure all old URLs are correctly redirected to the new domain structure.
Optimize Performance
Enhance site performance, user experience, and search engine visibility.
Challenges
Brand Transition
Migrating a website from TEDI London to ASU London while preserving link equity and visibility.
Complex URL Structure
Old slugs, outdated paths, and redirect issues that could easily cause ranking loss.
Technical SEO Maintenance
Broken internal/external links, missing alt text, redirect chains, metadata gaps, crawl traps.
Massive Content Expansion
170+ news articles and new sections being added during migration, increasing SEO risk.
Work Done on the ASU London Website
Comprehensive development and optimization to ensure a seamless transition and fully optimized site.
Redirects & SEO Cleanup
Implemented SEO-safe 301, 307, and 308 redirects to map all TEDI London URLs to their ASU London versions while preserving link equity.
Fixed broken links, added missing alt text, resolved redirect chains, and filled metadata gaps to restore a clean, optimized site structure.
“Our People” Section
Created listing and individual pages for faculty and staff
Added category-based filters for efficient search
Integration & Customization
Integrated Microsoft Dynamics 365 for CRM functionality
Customized plugins and enhanced Elementor widgets
Created custom post types for Events, Scholarships, Team, Courses
Site Rebranding & Content Expansion
Rebranded entire website with ASU London identity
Updated 35 templates and over 70 pages
Added over 170+ news articles
Designed pages in Figma and developed on WordPress
Building a Modern Academic Experience
Built complete program listings and fully designed single program pages.
Added advanced search filters with keyword-based search functionality.
Improved site structure with clean internal linking, better metadata, and optimized slugs.
Deployment & Standards
Migrated from staging to WP Engine
Followed all ASU standards for consistency
Ensured usability and accessibility compliance
Results
Outstanding outcomes achieved through strategic planning and meticulous execution.
0%
Traffic Loss
Seamless migration with no SEO impact
170+
News Articles
Content-rich platform expansion
100%
SEO Preserved
All rankings maintained
35
Templates
Fully rebranded components
Error-Free Link Structure
No broken links were found—every page, image, and resource remained fully intact, ensuring a flawless user journey across the entire site.
Seamless Redirect System
A full suite of redirects (301, 302, 303, 304, 307, 308, 410) was implemented, allowing all old TEDI London URLs to transition smoothly to ASU London.
Perfect Source-to-Target Mapping
Every source URL correctly pointed to its new destination with no dead ends or dropped equity, delivering a stable and SEO-safe migration.
Structural SEO Fixes
Redirect chains and metadata gaps were resolved to rebuild a clean, stable site structure, improving crawlability and long-term SEO performance.
Zero Crawl or Metadata Issues
The final scan showed no crawl errors or metadata gaps, ensuring effortless navigation for both search engines and site users.
The Digital Rebirth No One Expected
This project was far more than a simple website migration. It was a complete digital transformation—a journey from hidden risks and broken links to a fast, flawless, and fully SEO-optimized platform. At every step, we uncovered issues before they caused harm, automated link and redirect fixes to protect SEO value, monitored the site in real time as SEO Repair Kit caught problems instantly, and perfected every page, template, and post. The rebrand was executed strategically, ensuring not a single ranking was lost.
When the dust settled, ASU London emerged stronger, faster, and smarter. Every link worked, every page performed, and the website was fully prepared for long-term growth. It was more than a launch—it was a digital rebirth.