Whitehat Agency helped FAAA with a 34% increase in organic traffic and a 25% increase in organic leads

From Domain Shift to SEO Lift: How Whitehat Agency Safeguarded FAAA’s Search Visibility and Grew It

Problem:

When the Financial Advice Association of Australia (FAAA) decided to rebrand and migrate from the legacy fpa.com.au domain to faaa.au, they faced a classic SEO dilemma:

– Preserve hard-won organic traffic and authority built over years on the old domain
– Prevent ranking drops for business-critical keywords in a highly regulated finance niche
– Execute the move fast, with zero disruption to members, advisers and media audiences

Solution:

As a full-service digital marketing agency, we deployed a domain-migration playbook that blends the technical rigour of an SEO agency with the user-centric thinking of a web design agency:

– Comprehensive Pre-Migration Audit
– Crawled 2,000+ URLs, mapped every live page, asset and backlink source
– Bench-marked 300 high-value keywords and traffic segments for post-migration tracking
– Crafted a one-to-one 301 redirect matrix (old ➜ new) to preserve link equity
– Consolidated thin/duplicate content and cleaned up legacy cannibalisation issues
– Live‐tracked crawl errors, indexation status and Core Web Vitals as search bots discovered the new domain
– Post-Migration Growth Sprint (Months 1-4)
– Layered on internal-link optimisation to amplify priority service pages

Results (First 4 Months) :

• 34% Increase in organic revenue and climbing
• 25% Increase in organic leads
• 52% Surge in non-branded traffic
• 200+ page #1 keywords

FAAA not only avoided post-migration losses but its new domain is now outperforming the old one across every organic metric.

Transform, Protect, Grow.

This is what happens when a strategic SEO agency with deep technical chops partners with a future-focused digital marketing agency and web design agency mindset , all under one roof at Whitehat Agency.