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SEO Migration Impact Analysis
SEO Migration Impact Analysis
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This report quantifies the loss in organic search visibility following Latitude Homes' recent website migration to a new platform. All data is drawn from Semrush (New Zealand database), the live website, and the Internet Archive.
Latitude Homes moved its website onto a new platform and, in doing so, changed the address (URL) of many pages. The blog moved from /blog/ to /insights/, and several location and show-home pages were restructured.
When page addresses change during a migration, every old address needs a redirect that points Google to the new one, so the rankings and authority carry across. In this case a large number of those redirects are missing or not passing value. Google has been steadily dropping the old addresses from its index, and the new addresses have not recovered the visibility that was lost.
The result is a clear, ongoing decline in organic traffic and keyword rankings that lines up with the migration and has accelerated sharply in the last few weeks as Google finishes removing the old URLs. This is a recoverable situation, but it needs the redirect gaps fixed as a priority.
| Keyword | Before SEO 1 Mar 2023 |
After SEO 12 Oct 2023 |
September 2026 | Decrease | Volume |
|---|---|---|---|---|---|
| house plans whangarei | 7 | 3 | Not in top 100 | Lost (not in top 100) | 10 |
| building companies taranaki | 11 | 4 | Not in top 100 | Lost (not in top 100) | 10 |
| home builders northland | 5 | 5 | Not in top 100 | Lost (not in top 100) | 20 |
| te anau builders | 15 | 5 | Not in top 100 | Lost (not in top 100) | 30 |
| builders kingston | - | 6 | Not in top 100 | Lost (not in top 100) | 10 |
| southland home builders | 7 | 7 | Not in top 100 | Lost (not in top 100) | 10 |
| east auckland builders | 12 | 9 | Not in top 100 | Lost (not in top 100) | 140 |
| winton builders | 15 | 9 | Not in top 100 | Lost (not in top 100) | 10 |
| builders south taranaki | 11 | 9 | Not in top 100 | Lost (not in top 100) | 10 |
| builders waikato | 20 | 9 | Not in top 100 | Lost (not in top 100) | 170 |
| builders east auckland | 12 | 10 | Not in top 100 | Lost (not in top 100) | 140 |
| house builders te awamutu | 13 | 11 | Not in top 100 | Lost (not in top 100) | 20 |
| builders new plymouth | 25 | 12 | Not in top 100 | Lost (not in top 100) | 140 |
| stratford builders | 70 | 12 | Not in top 100 | Lost (not in top 100) | 50 |
| new zealand houses | 55 | 13 | Not in top 100 | Lost (not in top 100) | 1,900 |
| builders south auckland | 15 | 13 | Not in top 100 | Lost (not in top 100) | 110 |
| south auckland builders | 15 | 13 | Not in top 100 | Lost (not in top 100) | 110 |
| building companies christchurch | - | 13 | Not in top 100 | Lost (not in top 100) | 170 |
| coromandel builders | 16 | 13 | Not in top 100 | Lost (not in top 100) | 10 |
| new plymouth builders | 23 | 13 | Not in top 100 | Lost (not in top 100) | 140 |
| waikato builders | 21 | 13 | Not in top 100 | Lost (not in top 100) | 170 |
| builders west auckland | 23 | 14 | Not in top 100 | Lost (not in top 100) | 210 |
| waihi builders | 71 | 14 | Not in top 100 | Lost (not in top 100) | 30 |
| thames builders | - | 14 | Not in top 100 | Lost (not in top 100) | 40 |
| builders coromandel | 15 | 14 | Not in top 100 | Lost (not in top 100) | 10 |
| builders oamaru | 53 | 14 | Not in top 100 | Lost (not in top 100) | 110 |
| builders gisborne | 19 | 15 | Not in top 100 | Lost (not in top 100) | 210 |
| house and land packages northland | 18 | 15 | Not in top 100 | Lost (not in top 100) | 30 |
| builders balclutha | 47 | 15 | Not in top 100 | Lost (not in top 100) | 30 |
| builders upper hutt | 30 | 15 | Not in top 100 | Lost (not in top 100) | 110 |
| west auckland builders | 22 | 16 | Not in top 100 | Lost (not in top 100) | 210 |
| builders waihi | 74 | 16 | Not in top 100 | Lost (not in top 100) | 20 |
| hastings builders | 68 | 16 | Not in top 100 | Lost (not in top 100) | 70 |
| builders hawkes bay | 14 | 16 | Not in top 100 | Lost (not in top 100) | 170 |
| cambridge house builders | 57 | 16 | Not in top 100 | Lost (not in top 100) | 10 |
| house builders cambridge | 43 | 16 | Not in top 100 | Lost (not in top 100) | 10 |
| building company christchurch | - | 18 | Not in top 100 | Lost (not in top 100) | 170 |
| oamaru builders | 45 | 18 | Not in top 100 | Lost (not in top 100) | 110 |
| gore builders | 43 | 18 | Not in top 100 | Lost (not in top 100) | 110 |
| prefab homes nz | 16 | 19 | Not in top 100 | Lost (not in top 100) | 880 |
| home builders warkworth nz | 56 | 19 | Not in top 100 | Lost (not in top 100) | None |
| builders christchurch | - | 19 | Not in top 100 | Lost (not in top 100) | 480 |
| builders hastings | 57 | 19 | Not in top 100 | Lost (not in top 100) | 70 |
| napier builders | 89 | 19 | Not in top 100 | Lost (not in top 100) | 110 |
| te awamutu builders | 63 | 19 | Not in top 100 | Lost (not in top 100) | 140 |
| masterton builders | 31 | 19 | Not in top 100 | Lost (not in top 100) | 480 |
| auckland north shore builders | 42 | 20 | Not in top 100 | Lost (not in top 100) | 10 |
| gisborne builders | 19 | 20 | Not in top 100 | Lost (not in top 100) | 210 |
| builders invercargill | 55 | 20 | Not in top 100 | Lost (not in top 100) | 390 |
| christchurch builders | - | 21 | Not in top 100 | Lost (not in top 100) | 480 |
| hawkes bay builders | 21 | 21 | Not in top 100 | Lost (not in top 100) | 170 |
| builders whangarei | 21 | 21 | Not in top 100 | Lost (not in top 100) | 390 |
| invercargill builders | 59 | 21 | Not in top 100 | Lost (not in top 100) | 390 |
| builders te awamutu | 56 | 21 | Not in top 100 | Lost (not in top 100) | 140 |
| christchurch building company | - | 22 | Not in top 100 | Lost (not in top 100) | 170 |
| builders dunedin | 60 | 23 | Not in top 100 | Lost (not in top 100) | 590 |
| building companies dunedin | 52 | 23 | Not in top 100 | Lost (not in top 100) | 110 |
| builders rotorua | 64 | 23 | Not in top 100 | Lost (not in top 100) | 320 |
| dunedin building companies | 66 | 24 | Not in top 100 | Lost (not in top 100) | 110 |
| rotorua builders | 59 | 24 | Not in top 100 | Lost (not in top 100) | 320 |
| builders masterton | 33 | 24 | Not in top 100 | Lost (not in top 100) | 480 |
| builders in pukekohe | 88 | 25 | Not in top 100 | Lost (not in top 100) | 880 |
| builders pukekohe | 95 | 25 | Not in top 100 | Lost (not in top 100) | 880 |
| timaru builders | - | 25 | Not in top 100 | Lost (not in top 100) | 210 |
| christchurch home builder | 49 | 26 | Not in top 100 | Lost (not in top 100) | 140 |
| christchurch house builders | 48 | 26 | Not in top 100 | Lost (not in top 100) | 210 |
| builders stratford | - | 10 | 64 | -54 | 50 |
| new build homes | 7 | 3 | 53 | -50 | 390 |
| home builders coromandel | 11 | 10 | 60 | -50 | 10 |
| builders nz | 7 | 6 | 48 | -42 | 590 |
| house builders invercargill | 18 | 9 | 48 | -39 | 10 |
| new home builders invercargill | 14 | 7 | 44 | -37 | 10 |
| house builders new plymouth | 8 | 8 | 40 | -32 | 30 |
| house and land packages auckland | 15 | 14 | 46 | -32 | 320 |
| hamilton house builders | 28 | 17 | 46 | -29 | 40 |
| home builder | 7 | 6 | 31 | -25 | 110 |
| christchurch home builders | 41 | 23 | 46 | -23 | 140 |
| house plans nz | 7 | 1 | 22 | -21 | 1,300 |
| house builders nz | 2 | 7 | 28 | -21 | 590 |
| house designs nz | 7 | 1 | 21 | -20 | 590 |
| home builder nz | 3 | 2 | 22 | -20 | 390 |
| home builders nz | 7 | 5 | 25 | -20 | 390 |
| house builders | 9 | 9 | 29 | -20 | 720 |
| house plans | 5 | 1 | 20 | -19 | 1,600 |
| house floor plans | 16 | 1 | 19 | -18 | 390 |
| floor plans nz | 9 | 1 | 19 | -18 | 140 |
| home builders | 9 | 10 | 28 | -18 | 110 |
| new build homes nz | 2 | 1 | 18 | -17 | 110 |
| house builders rotorua | 31 | 15 | 32 | -17 | 10 |
| house builder christchurch | 42 | 23 | 40 | -17 | 210 |
| house floor plans nz | 10 | 2 | 16 | -14 | 90 |
| home builder christchurch | 39 | 26 | 40 | -14 | 140 |
| show homes near me | 14 | 5 | 9 | -4 | 110 |
| show homes nz | 10 | 5 | 8 | -3 | 90 |
| show homes | 22 | 9 | 12 | -3 | 320 |
| Metric | Before (May) | After (Sep) | Change | % |
|---|---|---|---|---|
| Organic traffic (est. monthly visits) | 4,979 | 3,830 | -1,149 | -23% |
| Organic keywords (Google top 100) | 1,959 | 1,332 | -627 | -32% |
| Keywords in top 3 | 151 | 90 | -61 | -40% |
| Keywords in top 10 | 428 | 264 | -164 | -38% |
| Keywords in top 20 | 744 | 496 | -248 | -33% |
New platform, new URLs. The live site is a modern rebuild with a changed URL structure. The blog now lives at /insights/ (previously /blog/), and location / show-home pages have been restructured.
Timing confirmed by the Internet Archive. The old /blog section was still live and returning a normal page as recently as 19 May 2026. The new /insights section has no archive record before then, placing the migration after mid-May 2026.
Old URLs are being dropped, not redirected. Keywords that used to rank on old addresses (/blog/…, /show-homes/…, /location/…) have fallen sharply: two thirds of the tracked 2023 keywords (66 of 98) are no longer in Google's top 100, and most of the rest have slipped to page two or three, rather than carrying over cleanly to the new pages.
The decline is accelerating now. Daily data shows keyword count falling from 1,618 to 1,332 in the first nine days of September alone, exactly the delayed de-indexing pattern expected 3-4 months after a migration with redirect gaps.
/find-your-local-team instead of a real equivalent, so the relevance is lost.The single biggest problem is the old regional pages. Every /location/…-region page (Canterbury, Otago, Waikato, Taranaki, and so on) used to rank for that region's "builders" searches. After the migration, all of them now redirect to one generic "Find your local team" page rather than a region-specific page. Google treats ~150 distinct, locally-relevant pages collapsing into one generic page as a loss of relevance, which is exactly why most of the "[town] builders" keywords have dropped out of the top 100, and the broader head terms that shared these pages have slid to page two or three.
Alongside that, the old show-home location pages and a set of blog posts return a straight 404 with no redirect at all, taking their rankings with them.
| Old URL | Status now | Should redirect to | Keywords it used to hold (monthly searches) |
|---|---|---|---|
| /location/canterbury-region | Generic redirect to /find-your-local-team | Region landing page for Canterbury | 7 location keywords, e.g. christchurch builders (480), house builder christchurch (210), christchurch house builders (210) |
| /location/otago-region | Generic redirect to /find-your-local-team | Region landing page for Otago | 5 location keywords, e.g. builders dunedin (590), dunedin building companies (110), building companies dunedin (110) |
| /location/southland-region | Generic redirect to /find-your-local-team | Region landing page for Southland | 6 location keywords, e.g. builders invercargill (390), invercargill builders (390), builders balclutha (30) |
| /location/taranaki-region | Generic redirect to /find-your-local-team | Region landing page for Taranaki | 7 location keywords, e.g. new plymouth builders (140), builders new plymouth (140), stratford builders (50) |
| /location/waikato-region | Generic redirect to /find-your-local-team | Region landing page for Waikato | 8 location keywords, e.g. builders waikato (170), waikato builders (170), te awamutu builders (140) |
| /location/tauporotorua-region | Generic redirect to /find-your-local-team | Region landing page for Tauporotorua | 3 location keywords, e.g. builders rotorua (320), rotorua builders (320), house builders rotorua (10) |
| /location/hawkes-bay-gisborne-region | Generic redirect to /find-your-local-team | Region landing page for Hawkes Bay Gisborne | 6 location keywords, e.g. gisborne builders (210), builders gisborne (210), builders hawkes bay (170) |
| /location/northland-region | Generic redirect to /find-your-local-team | Region landing page for Northland | 3 location keywords, e.g. builders whangarei (390), home builders northland (20), house plans whangarei (10) |
| /location/coromandel-region | Generic redirect to /find-your-local-team | Region landing page for Coromandel | 5 location keywords, e.g. thames builders (40), waihi builders (30), builders waihi (20) |
| /location/queenstown-region | Generic redirect to /find-your-local-team | Region landing page for Queenstown | 3 location keywords, e.g. builders cromwell (40), te anau builders (30), builders kingston (10) |
| /location/auckland-south-and-east-region | Generic redirect to /find-your-local-team | Region landing page for Auckland South And East | 4 location keywords, e.g. east auckland builders (140), builders east auckland (140), south auckland builders (110) |
| /location/auckland-north-and-west-region | Generic redirect to /find-your-local-team | Region landing page for Auckland North And West | 3 location keywords, e.g. west auckland builders (210), builders west auckland (210), auckland north shore builders (10) |
| /location/wellington-wairarapa-region | Generic redirect to /find-your-local-team | Region landing page for Wellington Wairarapa | 3 location keywords, e.g. builders masterton (480), masterton builders (480), builders upper hutt (110) |
| /show-homes/location/[region] (20 pages) | 404 gone page gone, no redirect | New /showhomes/[region]-showhome equivalent (these exist and load) | Show-home discovery terms, e.g. "show homes nz" (90), "waikato show homes", "show homes hawkes bay" |
| /blog/what-is-the-average-house-size-in-new-zealand | 404 gone page gone, no redirect | /insights/ equivalent | "new zealand houses" (1,900), "average house size nz" |
| /blog/lets-chat-colour-with-resene | 404 gone page gone, no redirect | /insights/ equivalent | Resene colour terms, e.g. "merino resene", "half merino resene" |
/find-your-local-team (a single team-finder page), not a matching regional page. "404 gone" = the URL returns a not-found error with no redirect. Old-URL inventory from the Internet Archive (Wayback Machine) snapshots of latitudehomes.co.nz; keyword and volume figures from the 2023 all-time report and Semrush (NZ).Sources: Semrush (New Zealand database) for domain rank history and organic keyword positions; the live latitudehomes.co.nz website; and the Internet Archive (Wayback Machine) for migration timing.
Migration date: pinned to after 19 May 2026 from archive evidence. An exact go-live date was not published; a tighter date would need confirmation from Latitude Homes or their web developer.
Gap, Google Search Console: we do not currently have GSC access for this domain. GSC would confirm the exact date, show crawl/redirect errors on the old URLs, and give first-party click and impression data. Recommend requesting access to complete the picture. All figures here are Semrush estimates, which are directionally reliable but not first-party.