How Domain Consolidation Grew Traffic 64% and 45% for Two Delta Dental Member Companies
Unleashing the potential of Delta Dental’s digital identity through board-approved domain strategy.
THE CLIENT – Delta Dental
Delta Dental is the largest dental insurance provider in the nation, comprising a network of 39 independent companies, offering coverage to over 85 million people.
Our Results
64%
YoY increase in traffic to the DDNC sub-domain
45%
YoY increase in traffic to the DDTN sub-domain
14%
Increase in Organic Search sessions within 1 week of migration for DDNC site
Challenge
Implement our domain strategy with a pair of member companies, each with unique technical challenges and requirements.
The board-approved domain consolidation strategy aimed to create a unified digital identity for Delta Dental, and the execution began with two member companies: Delta Dental of North Carolina (DDNC) and Delta Dental of Tennessee (DDTN). Each company had its own website, content management system, and technical stack, which posed unique challenges in ensuring a seamless transition.
Variations in website structure, content migration needs, redirect mapping, and SEO considerations demanded a tailored approach for each member company. Balancing individual requirements while maintaining a cohesive brand presence across the digital ecosystem required meticulous planning, coordination, and technical expertise. Wheelhouse DMG® had to navigate these challenges to ensure a successful implementation of the domain strategy for DDNC and DDTN, setting the stage for a stronger, more unified online presence for Delta Dental.
Approach
Combine technical SEO expertise, meticulous project management, and a deep understanding of Delta Dental’s unique challenges, to navigate the complexities of a pair of domain migrations.
Wheelhouse DMG embarked on this project with a clear vision of the intricacies involved in migrating DDNC and DDTN to new subdomains, building on our board-approved domain strategy for the system. The team leveraged our extensive knowledge of the system and technical SEO best practices to ensure a seamless transition, focusing on critical aspects such as redirect mapping, XML sitemap creation, and content optimization.
Simultaneously, we employed meticulous project management skills to coordinate the numerous stakeholders and moving parts involved in each migration, ensuring that timelines were met and objectives achieved. By deeply understanding the unique challenges faced by Delta Dental and its member companies, we tailored our approach to address the specific needs of DDNC and DDTN, ultimately leading to successful migrations that laid the groundwork for a more unified and impactful digital presence.
Outcomes
The results of both migrations validated the power of our domain strategy and paved the way for a more unified, effective, and impactful digital presence for Delta Dental.
The successful execution of the DDNC and DDTN domain migrations showcased the effectiveness of the board-approved consolidation strategy, with both member companies experiencing significant improvements in search visibility, organic traffic, and keyword rankings.
The new subdomains, aligned with Delta Dental’s national brand, not only enhanced the user experience but also laid the foundation for a more cohesive and authoritative online presence. By demonstrating the potential of a unified digital identity, Wheelhouse DMG’s work opened the door for future migrations and strategic optimizations across Delta Dental’s digital ecosystem.
The value delivered through these initial migrations extended beyond the immediate results, setting the stage for long-term benefits such as increased brand recognition, improved user engagement, and ultimately, a stronger competitive position in the digital landscape.
