Case study • Website migration • SEO/GEO-ready content • Project management that doesn’t melt down at page 37.
A global English testing brand was migrating a huge website to a new platform.
They needed content that was cut down, SEO/GEO-ready, and actually deliverable at scale. :contentReference[oaicite:2]{index=2}
I joined https://hubbublabs.com as a freelance Senior Project Manager & SEO Specialist to run project management between the client, Hubbub Labs, and the web design agency (name withheld) — and keep the copy pipeline moving. :contentReference[oaicite:3]{index=3}
The problem (in plain English)
- High-volume content migration (100+ pages)
- Multiple stakeholders and approvals
- Tight timeline
- Quality + consistency needed across many writers
- SEO/GEO considerations baked in (not sprinkled on at the end like parsley)
What I did
This project wasn’t won by heroics. It was won by a clean system and ruthless clarity.
Here’s what I owned end-to-end:
1) Managed the writing engine
- Managed up to 13 freelance writers (briefs, instructions, deadlines) :contentReference[oaicite:4]{index=4}
- Controlled monthly writer costs :contentReference[oaicite:5]{index=5}
- Kept quality consistent (tone, structure, SEO basics, internal linking logic)
2) Built the workflow (so everyone knew what “done” meant)
I built a clear workflow that everyone could follow without interpretation:
- Draft
- Proofed (Hubbub)
- Client approval
- Submitted for build
(When a project has lots of stakeholders, “clear stages” is basically a superpower.)
Workflow details referenced from the original case study: :contentReference[oaicite:6]{index=6}
3) Documented and version-controlled everything
- Documented and version-controlled every page :contentReference[oaicite:7]{index=7}
- Made sure nobody was approving “Version FINAL v6 really final (2)”
4) Created the master tracking system
- Created the master tracking spreadsheets (status, progress graphs, red flags) :contentReference[oaicite:8]{index=8}
- Used tracking to unblock bottlenecks early (not after they’d become “a situation”)
Why the “system” part matters
PMI reported that 11.4% of investment is wasted due to poor project performance (Pulse of the Profession 2020).
Translation: a good workflow isn’t admin — it’s profit protection.
https://www.pmi.org/learning/thought-leadership/pulse/pulse-of-the-profession-2020
The results
- 100+ web pages written and finalised :contentReference[oaicite:9]{index=9}
- Delivered in ~3 months :contentReference[oaicite:10]{index=10}
- Multiple stakeholders, tight timelines — still shipped :contentReference[oaicite:11]{index=11}
What the client said
“HUGE congratulations all… an enormous effort… We can’t wait to see the site come to life!”
— Director :contentReference[oaicite:12]{index=12}
“Thank you… for the support, dedication, and collaboration… the amount of work and coordination this required…”
— Global Senior Digital Content Manager :contentReference[oaicite:13]{index=13}
What made this work (the repeatable bits)
Non-negotiables for big migrations
- One source of truth: a master tracker with clear statuses
- Clear definitions: what “draft”, “review”, “approved” actually mean
- Version control: fewer “accidental rewrites” and lost approvals
- SEO/GEO baked in: templates, headings, internal linking logic, consistent on-page structure
- Stakeholder rhythm: predictable review windows (otherwise approvals become folklore)
Need a website migration that doesn’t descend into chaos?
If you’re migrating a site (or rebuilding one) and want a clean system for content + SEO + delivery, I can help.
Start here: https://oliverbam.com/services/
Relevant services for this kind of project:
https://oliverbam.com/services/seo-website-optimization/
• https://oliverbam.com/services/content-direction-copywriting/
• https://oliverbam.com/services/
Convenient cross-links (if you’re also doing events)
If your migration is part of gearing up for a major moment (launch, conference, MWC-style push),
the event marketing hub is here:
https://oliverbam.com/news/event-marketing-playbook/