How OFX Achieved 250% Organic Traffic Growth Through Brand Migration

Seamless content migration across AU, US, UK, CA, NZ, and HK geographies, with zero traffic loss, 40% keyword ranking uplift, and 15% CVR improvement.

The Challenge

OFX operated in a highly competitive fintech landscape for international money transfers, facing intense rivalry from players like Western Union and TransferWise. Regulatory requirements across multiple jurisdictions added complexity, demanding compliant content while maintaining global visibility.

Prior to the project, OFX's digital presence was fragmented across legacy domains like ozforex.com.au, usforex.com, and others, leading to diluted link authority and suboptimal Google indexing. Pre-migration baseline metrics showed average monthly impressions of 3M+ but low CTR (0.1-0.4) for non-brand terms, with conversions heavily reliant on branded searches like [ozforex].

Success required a seamless brand migration to ofx.com/en-xx structure without traffic drops, implementation of international SEO best practices like HREFLANG, and optimization for high-volume keywords. Constraints included tight sprint timelines and coordination with internal JIRA processes.

Fragmented domains causing negative subdomain impacts in Google index
Thousands of external links pointing to deprecated ozforex.com.au URLs
Need for 301 redirects on high-value pages to preserve SEO equity
Content migration sequencing across six geographies (AU first, then others)
Escalating critical SEO JIRA items amid ongoing site development
Identifying content opportunities via keyword analysis and AdWords data
Ensuring no downtime with website monitoring alerts

The Solution

NETEVO developed a sprint-based SEO roadmap aligned with OFX's migration goals, prioritizing AU subdomain cleanup and link reconfiguration to consolidate authority under ofx.com.

Tactical implementation included 301 redirects for high-value ozforex.com.au pages, HREFLANG tags for geo-specific content, and a lookup table for URL mapping. We escalated JIRA SEO requests and conducted a website audit to align with internal priorities.

Content opportunities were identified through a keyword mindmap seeded with Google Keyword Planner data and Search Term Reports, focusing on high-CVR terms like currency pairs and money transfers.

Measurement involved real-time monitoring alerts for key URLs and iterative optimization using AdWords Search Query Reports to refine targeting.

Our Approach

Subdomain Cleanup: Removed negative au.ofx.com impacts from Google index
Link Reconfiguration: Updated thousands of external links starting with owned assets
301 Redirect Implementation: Preserved equity for high-value legacy pages
HREFLANG & Geo Migration: Sequential content rollout from AU to HK
Keyword Mindmap: Visualized opportunities with monthly search volumes
Website Audit & JIRA Alignment: Escalated optimizations and integrated with dev processes

The Results

The migration transformed OFX's organic performance, delivering sustained growth in traffic, rankings, and conversions across all six geographies with zero downtime.

Traffic & Visibility

Organic Sessions Growth

250% increase post-migration across all geographies

Monthly Impressions

3M baseline to 7.5M+ (150% growth)

Top 3 Rankings

40% increase for target keywords

Multi-Geo Coverage

Unified presence across AU, US, UK, CA, NZ, HK

Conversion Performance

Click-Through Rate (CTR)

50% improvement on non-brand terms via title/description optimization

Conversion Rate (CVR)

15% uplift on high-volume terms like 'currency converter'

Predicted Monthly Conversions

300% increase validated through Keyword Planner analysis

Revenue Attribution

Direct correlation between organic growth and business KPIs

Migration Success

Zero Traffic Loss

Maintained 100% traffic continuity during 6-domain consolidation

Redirect Accuracy

Strategic 301 implementation preserved link equity across regions

HREFLANG Implementation

Flawless geo-targeting maintained user experience consistency

Sprint Delivery

Phased rollout completed on schedule across all markets

Key Lessons

Multi-geo brand migrations require systematic authority consolidation

Consolidating six fragmented domains (ozforex.com.au, usforex.com, etc.) into a unified ofx.com required strategic 301 redirects and HREFLANG architecture. Without this structure, the migration would have fragmented authority rather than consolidated it.

Zero-downtime migrations demand sprint-based coordination

Managing 3M+ monthly impressions across six geographies meant any misstep would cost conversions. Sprint-based roadmaps with staged rollouts ensured technical precision while maintaining business continuity.

Predicted conversions validate migration ROI before completion

The 300% increase in predicted conversions provided early proof that migration investments would pay off. This forward-looking metric helped justify continued investment during the transition period.

Brand consolidation can accelerate growth, not just preserve it

Rather than focusing solely on traffic preservation, the engagement achieved 250% organic growth. This proves that well-executed migrations transform brand changes from risks into growth catalysts.

"We took on a big project of consolidating our global websites to one website. NETEVO has been able to help us migrate to our Content Management System (CMS). Their key responsibilities include migration strategies and further growth post implementation SEO rankings for each respective location. They helped us identifying existing SEO faults to ensure we do not carry them to our new CMS."

Brandon Ward

Head of Acquisition

OFX

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If your organization is navigating brand migrations, geo expansions, or SEO optimizations in competitive sectors, NETEVO can deliver measurable growth. Our proven frameworks ensure zero-downtime transitions and sustained performance gains.

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