The UK’s largest pay TV broadcaster, BSkyB, used Pi to deliver strategic support and analytics to many of its web teams. One of these was Sky Movies; a leader in traffic, opinion and brand recognition.
Sky Movies needed to update and ultimately replace their old web platform and CMS which proved to be prohibitive, with the URL structure deemed unsatisfactory for ultimate search performance. The platform carried a huge volume of content comprising of trailers, reviews, images, previews, interviews, and compilation pieces for every single movie – as well as many years’ worth of daily news. The strength of this content could not be lost.
When any migration takes place it’s imperative to ensure all individual pages are permanently redirected to the most relevant, new pages. If this is not done correctly multiple 404 pages will be returned, culminating in a massive loss of traffic. It was down to Sky Movies, Pi support, and deep analysis through Pi that this large scale migration went smoothly.
Together the teams created a new URL structure and digital strategy based on a folder structure for Sky Movies, and the entire BSkyB network of sites, thus unifying the digital offering. Pi enabled this clear transition by tracking 1000s of KPI terms daily across the returning URLs.
Through the technical ability of the Sky development team, the intelligence of the new structure and strategy recommended, combined with the input from IP and Pi Datametrics, the migration significantly increased performance and traffic.
“The Pi team engaged with and gained the confidence of editorial, tech and senior management throughout the process. The result was we lost no ground in the SERPs for our business critical terms. In fact many of them improved.”
Head of Digital Delivery
Sky Entertainment Marketing