BACKGROUND In October 2015, Stanley consolidated two separate web properties of the Stanley brand into one site. This process was designed to mitigate trafc disruption and improve trafc and increase results from organic search. The migration was managed by Digital River with the organic search strategy, execution, and tracking supported by the BrightEdge platform. THE PROBLEM A large focus of the migration was on limiting any negative impact to the organic channel: reductions in organic trafc, organic revenue, total keyword presence in the Search Engine Results Pages or total pages indexed by the Search Engines. There was an understanding that removing a product category from the site would most likely lead to a decrease in all categories, but that through careful planning this

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