• 26% increase in organic traffic to the dental section of the website
  • Several successful SEO migrations
  • Over 99% of organic traffic maintained during transition


Bupa is an international healthcare group based in the UK and servicing 190 countries with a variety of health related services and products. Over the last few years, Bupa has set about acquiring smaller private companies within the healthcare remit, including a large number of previously independent dental practices.

The Brief

As the appointed agency following a selective and rigorous procurement process, we were selected to develop the SEO strategy around the Bupa dental section of the business in the UK. As Bupa had acquired a large number of smaller, independent dental practices, the brief involved assessing the viability of each website in it’s own right from an SEO perspective, and developing a strategy to bring each individual website under the Bupa brand whilst maintaining the SEO value and organic traffic of each. Many of the acquired practices were ranking well on a local basis in their designated areas, so the scale of the task involved a significant amount of risk to organic traffic figures.

The Results

"Red Cow provided exactly what was asked for and more during this campaign. It was a large scale task to successfully migrate each individual website and maintain the SEO value of all of them, but Red Cow managed it with ease and took any worry away from us, leaving us to get on with everything else knowing this part of our SEO strategy was in excellent hands."

Irfan Rehman - SEO Manager, Bupa
Bupa: our big SEO Manchester client.

We worked through the analysis of the existing websites and assessed them using a number of criteria that we use as standard during the website migration process. We then set about defining which sites would be best to keep live, and which could be absorbed into the dental section of the main Bupa website. Once this had been done, we scoped out how to maintain the SEO value of the remaining websites once they were brought into the Bupa site, and developed a strategy to execute this. The result was the maintenance of all previous traffic levels, with not a single independent website experiencing a drop in rankings or traffic during the migration. There were also several areas that improved as they benefitted from the overall authority of the Bupa website. This resulted in an increase in organic traffic to the dental section of the website of over 26%.