Summary
Two foundations sit under every SEO result: search engines have to find and trust the pages, and the team has to see what organic traffic does after it lands. At Lugg I led the site migration of the blog onto the main domain, consolidated the sitemaps, and built the analytics funnel that ties marketing-site visits to quotes and bookings.
The problem
- A blog on a subdomain. The blog lived at
blog.lugg.com, splitting link equity from the main site and taking readers out of the booking funnel. - Eight sitemaps. Eight sitemaps were submitted separately, and some page types were missing from all of them.
- Near-zero funnel visibility. The marketing site had almost no conversion tracking, so ad spend could not be optimized on real conversion behavior.
Site migration and sitemap consolidation
- Migrated
blog.lugg.comtolugg.com/blog, moving link equity onto the main domain and keeping blog readers inside the conversion funnel. - Replaced eight separately submitted sitemaps with one
sitemap-index.xml, then audited coverage page type by page type. - Added previously unindexed page types to the sitemap:
/estimate,/retailers,/compareand the section index pages. - Added breadcrumb navigation across all blog pages, giving users and crawlers a clear path back to the main sections.
Full-funnel analytics
I built a GA4 and Google Tag Manager setup that covers every key touchpoint on the marketing site, from the first page view to the start of a booking.
- 12 dataLayer events covering page views (with city and region), quote submissions, "see prices" clicks, estimate views, vehicle selections, "book now" clicks, booking session starts, email signups, Lugger (mover) applications and out-of-service-area hits.
- Every event enriched with location, pricing, UTM and ad-click attribution, plus an
is_internalflag that filters out staff traffic. - Connected to Google Ads, so spend can be optimized on actual conversion behavior instead of the previous near-zero visibility.
Performance
Alongside the migration I led page speed optimizations and dead-code cleanup on the marketing site, aimed at faster pages for both people and crawlers.
Results
- One domain: the blog now builds authority for
lugg.cominstead of a separate subdomain. - One sitemap index in place of eight, covering page types that were previously left out.
- Full quote-to-booking attribution for organic and paid traffic, where there was almost none before.
Together with the programmatic landing pages and structured data work, this was part of the period in which Lugg's organic clicks grew 28% year over year and average ranking position moved from 36 to 15.4.