Merging the best of both worlds

(but do it ninja-style)

For over a decade, we have been a steadfast partner to T-Mobile, strategically navigating SEO to enhance the telecom giant's presence in the Dutch market and on Google. In early April 2023, the T-Mobile team presented us with a confidential rebranding challenge, aiming to merge T-Mobile and Tele2 into the new Odido. This project involved a substantial migration, pushing the T-Mobile team to seek our expertise in creating a seamless strategy. The catch? Managing the migration effectively while introducing the brand new Odido to the market and preserving previously SEO-gained organic traffic from T-Mobile as much as possible. Oh, and launching the new iPhone 15 just one week after the Odido website launch, why not!

Doing the work while hiding it from Google

(and the public)

Navigating the transition from T-Mobile and Tele2 to Odido posed challenges. Our goal was to maintain strong online positions for both branded (T-Mobile and Tele2) and non-branded keywords, ensuring continued organic traffic and sales while adapting and updating the web content to Odido.

We started by strategically creating 'Lite websites' for T-Mobile and Tele2, ensuring that all branded traffic was directed to the correct landing pages. To achieve this, we adapted the content on the T-Mobile and Tele2 'Lite websites.' Additional steps included developing a redirect mapping and creating a new menu structure. This resulted in a solid strategy to accurately capture both branded and non-branded traffic. All without giving away the secret rebranding to Google, of course.

Putting Odido right on the map

The migration of Odido, T-Mobile, and Tele2 was a remarkable success, retaining the majority of organic positions and achieving the most successful iPhone 15 launch ever for Odido. The strategic use of "Lite websites" played a crucial role, ensuring a smooth transition for branded traffic and contributing to a significant sales increase, even for a new brand. Overcoming challenges like updating Google My Business properties and meticulous tagging by our data team added to the project's success. Post-migration, a thorough technical scan and widespread implementation of the new Odido Tone of Voice further enhanced the website. This goes to show that a close collaboration with the client, involving Data, CRO/UX experts, and SEO specialists, makes a substantial impact on the project's success.