Crystal HR & Payroll
SEO Growth Foundations • Domain Migration • Local Visibility Improvements
“Avid Panda resolved the issue quickly and professionally, exactly what we needed."
At a Glance
#1 rankings achieved for core local payroll keywords in West Bromwich
(e.g., “payroll services”, “payroll companies”, “payroll outsourcing”)
Top-page visibility secured across multiple related HR & payroll search terms
(improving discoverability for local businesses and employers)
Successful SEO migration completed, preserving legacy authority from PayrollServicesCompany.co.uk and preventing traffic loss
(redirect map + technical fixes implemented)
Technical SEO issues reduced to near-zero, supporting future ranking growth
Google Business Profile ownership transferred and secured, ensuring local search stability and control
Improved site structure & URL clarity, removing outdated content paths and strengthening user navigation
The client was thrilled with the outcome:
“Avid Panda resolved the issue quickly and professionally, exactly what we needed."
— Jonathan Pitt, Managing Director, Crystal HR & Payroll
(in response to successful SEO Migration)
Delivering Real Results
Avid Panda supported Crystal HR & Payroll through a significant digital transition as they evolved from Payroll Services Company into a modern, unified HR and payroll brand.
Our work ensured that:
The new website launched without SEO loss, preserving the equity built over many years
Legacy visitors and search engines were guided cleanly to the right pages, avoiding traffic loss
Technical foundations were tightened — improving crawlability, speed, and structure
Google Business Profile ownership was correctly configured, securing their local search visibility
SEO strategy and analytics frameworks were put in place to guide future growth
This created a stable, scalable platform for Crystal HR & Payroll’s marketing going forward.
The Challenge
Crystal HR & Payroll faced several common but high-impact SEO challenges during their rebrand:
- A long-standing domain (payrollservicescompany.co.uk) with valuable historic URLs
- A new brand domain requiring careful migration to avoid SEO disruption
- Fragmented legacy content that needed mapping to modern service pages
- Technical inconsistencies affecting search visibility
- A need for a clearer local presence, including Google Business Profile ownership and setup
Navigating these issues without expert support would have risked ranking drops, broken links, and reduced visibility.
What We Did
1. Comprehensive SEO Audit & Strategy
We began by analysing:
- Technical SEO health
- Content gaps
- Service page positioning
- Competitor landscape
- Local search opportunities
This formed the foundation for a structured SEO roadmap tailored to HR and payroll services.
2. Domain Migration & Redirect Mapping
One of the most critical tasks was protecting the value of the old domain.
We:
- Audited every historic URL on the former site
- Mapped all legacy pages to modern equivalents
- Created a full redirect matrix for developers
- Ensured a smooth transition for users and search engines
This preserved existing authority and ensured no visitor hit a dead end.
3. Technical SEO Improvements
To strengthen long-term performance, we addressed:
- Indexation problems
- Meta data gaps
- Internal linking structure
- Page-speed considerations
- Analytics readiness and event tracking
These upgrades reduced friction for both users and Google, forming the bedrock for future growth.
4. Google Business Profile Ownership Transfer
Jonathan reached out regarding ownership rights over their Google listing — Avid Panda:
- Accepted the transfer request
- Resolved access issues
- Ensured Crystal HR had full control of their listing going forward
This stabilised their visibility for local payroll and HR searches.
5. Analytics, Reporting & Guidance
We ensured Crystal HR had:
- Clean measurement infrastructure
- Clear visibility of site behaviour
- A documented SEO plan that future marketers could follow
This meant the investment would continue delivering value beyond the engagement.
The Outcome
Crystal HR & Payroll exited the project with:
- A modern digital foundation aligned to their rebrand
- A stable, efficient website ready for long-term SEO growth
- Legacy value safeguarded, with no loss of traffic from the old domain
- Improved local visibility, backed by controlled ownership of their Google listing
- A clear, actionable roadmap for building future rankings and leads
This work positioned the company strongly for its next phase of growth in the competitive payroll and HR market.