Client account, not named
A removals firm with vans in Chester and Mid Wales: the relaunch, 51 of 56 pages indexed in three days, and the first month's numbers
A family removals and storage firm with vans based in Chester and in Mid Wales replaced a site that had been quietly losing ground with a new one on 28 September 2026. The client is not named here, which is our rule for every case study unless the owner asks to be; every figure is from its Search Console and the URL inspection records, and the window straddles the relaunch and Google's August spam update, so we read it carefully.
The short version: the relaunch did not cost the site its history, because every old address was mapped before the switch; Google indexed 51 of the 56 new pages within three days; and the average position across all searches moved from 41.5 to 27.9 in the thirty days around the change, with clicks up 22% on the previous thirty.
By Daniel Stoychev, Webso Digital · 6 October 2026
41.5 to 27.9
average position, the 30 days to 3 Oct against the 30 before
41 to 50
clicks, the same two windows
51 of 56
new pages indexed by 1 October, three days after launch
1.7
position for the firm's own name, 19 clicks
Before and after
What the thirty days either side of the relaunch show
The 30 days before (5 August to 3 September)
- 41 clicks from Google
- 4,671 impressions
- Click rate 0.9%
- Average position 41.5
- An old site, old addresses, pages Google had been declining for months
The 30 days to 3 October (relaunch on 28 September)
- 50 clicks, up 22%
- 4,432 impressions, down 5% and expected: fewer junk searches
- Click rate 1.1%, up 29%
- Average position 27.9, up 13.6 places
- 56 new pages, 51 indexed in three days, the rest requested one by one
The relaunch itself
The part that decides whether a new site keeps the old one's history
- 1
Every old address mapped before the switch
The old site's Search Console history was read URL by URL. Each old address now answers 200, 308 or 410 on the new site: the page itself, a redirect to its replacement, or an honest gone. Nothing was left to return a soft 404, which is the mistake that took a chunk of another client's catalogue out of Google this year.
- 2
Fifty-six pages built around the jobs people search for
House removals, office moves, storage by size and by site, packing, the Mid Wales depot and the Chester one, each a page that says something the others do not. The storage pages carry real sizes and real prices because the owner agreed they should.
- 3
Submitted on the day and inspected on the third
The sitemap and IndexNow on launch day; URL inspection on 1 October showed 51 of 56 indexed. The five that were not were requested one at a time rather than resubmitted in bulk, which is what the inspection tool is for.
- 4
Nothing claimed for thirty days
The site is measured at day 35 and again at day 90. The owner was told the first month would be noisy and it was; the position move is the signal worth reading, and it points the right way.
What the queries say
The brand holds, the Mid Wales side is appearing, the head terms are early
The firm's own name sits at 1.7 and brought 19 of the 50 clicks, which is what a relaunch has to protect first and did. "Removals Welshpool" is at 10 on the Mid Wales side, where the old site had no page at all. "House removals" at 31 and "moving companies near me" on a handful of impressions are the head terms starting to appear, and they are not to be judged on a month.
The honest column: impressions fell 5%, which we expected, because the old site showed for searches it should never have been near; clicks are a small number, and a 22% rise on 41 is nine clicks. What we would not want to see, the brand falling or the old addresses turning into 404s in Search Console, did not happen. That is the first month's job.
Your site, the same way
The free audit runs these measurements before we quote
Search Console, the coverage sweep and a page-by-page crawl are free to repeat on any site. We run them on a Wrexham business before quoting, and you get the numbers whether or not you hire us.
How to read this page
- The client is a real account and is not named; the facts are from its Search Console, its URL inspection records and the launch log.
- The window straddles the relaunch and Google's August spam update. We quote the position and click movement as the early signal it is, not as a result settled.
- The next read is the day-90 one, at the end of December, and it will be published here.
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