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.
This is when I was approached by Hubbub Labs to support them as a freelance Senior Project Manager & SEO Specialist to run the project management between the client, Hubbub Labs, a handful of freelance copywriters and the web design agency — to keep the copy pipeline moving.
The task at hand
- 100+ web pages of content to migrate
- Multiple stakeholders and approvals
- Tight timeline
- Quality + consistency checks needed across many copywriters
- SEO/GEO considerations backed up (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 copywriters (briefs, instructions, deadlines)
- Supported in the control of the monthly writer costs
- 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.)
3) Documented and version-controlled everything
- Documented and version-controlled every page
- 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)
- Used tracking to unblock bottlenecks early (not after they’d become “a situation”)
The results
- 100+ web pages written and finalised
- Delivered in ~3 months
- Multiple stakeholders, tight timelines — still shipped
What the client said
“HUGE congratulations all… an enormous effort… We can’t wait to see the site come to life!”
Director
“Thank you… for the support, dedication, and collaboration… the amount of work and coordination this required…”
Global Senior Digital Content Manager
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/
Convenient resources (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/