VAZPO Case Study · Search Continuity & Conversion
Rebuilding a mature B2B website without erasing the search history it already earned.
VAZPO already had SEO history, product content and overseas traffic. The rebuild had to add clearer sample-order and bulk-RFQ paths without discarding the search value underneath the site.
The Transformation
From "Contact Us" to Buy Sample + Bulk RFQ on the product page.
High-intent visitors from search and paid traffic could act directly on the product page instead of restarting through a generic contact form.
Legacy conversion pattern · evaluation ended in a generic contact restart.
PV 2000DC TCA Solar PV Cable
Sample demand and bulk procurement move into direct actions.
Sample specification
Quantity
Rebuilt conversion structure · sample orders and bulk RFQs become direct product-page actions.
The Business–Website Gap
Acquisition had moved forward. The website had not moved far enough with it.
The business already had years of product pages, multilingual search entrances and growing buyer intent. But high-intent visitors still fell back to generic contact routes. The website now had to protect existing search value and do more conversion work at the same time.
What Changed, And Why It Matters
The website now protects search continuity and handles buyer intent more deliberately.
Migration Evidence
The redesign sat on top of a documented migration plan.
Representative records show how historical paths were handled before cutover.
| Historical URL / Scope | Decision | Why | Destination / Handling |
|---|---|---|---|
| Keep intent | Existing topic still matters | Historical topic preserved; no forced commercial retargeting. | |
Decision rationale Existing topic still matters. Treatment note Historical topic preserved; no forced commercial retargeting. | |||
| Redirect | Clear legacy flow | 301 → /sample-cart/ → 200 | |
Decision rationale Clear legacy flow. Treatment note
| |||
| Hold | Source identity unclear | No guessed destination until the original page can be proven. | |
Decision rationale Source identity unclear. Treatment note No guessed destination until the original page can be proven. | |||
| Review | Product match unresolved | Remain unresolved rather than create a confident but wrong redirect. | |
Decision rationale Product match unresolved. Treatment note Remain unresolved rather than create a confident but wrong redirect. | |||
Exact documented scope: 4,367 historical URL decisions and 1,838 historical real-content pages mapped. These are migration-scope facts, not post-launch uplift claims.
The Bottom Line
A mature website rebuild is not a reset.
The project had two jobs at once: make the website easier for buyers to act on, and protect the search assets the business had already accumulated. That is the difference between simply replacing a website and rebuilding one responsibly.
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