From Ranking Loss to 707,000 Impressions: Eskayvie SEO Recovery Case Study
Most SEO case studies are about growth from zero. This one is different.
Eskayvie is an established Malaysian health and supplement brand with genuine brand authority and a loyal customer base. They were not starting from scratch. They had rankings and then they lost them.
A website revamp and domain migration had disrupted the technical signals Google relied on to trust and rank the site. Traffic dropped. Impressions fell. Pages that had previously ranked well were either returning 404 errors or pointing to the wrong domain entirely.
Eskayvie came to us with a clear objective recover what was lost, and build a stronger, more scalable organic presence than they had before.
Here is what we found, what we did, and what the numbers show.
What We Found
The initial audit revealed a combination of technical damage and content gaps that were compounding each other. Each issue on its own would have been manageable. Together, they were causing meaningful traffic loss across an established website with real market authority.
The Website Revamp Had Left Technical Damage
When a website undergoes a significant structural revamp, URLs often change. Old pages get removed. New pages are created. If the transition is not managed carefully from an SEO perspective, Google loses the connection between the old content it had indexed and trusted, and the new content it has not yet evaluated.
For Eskayvie, the revamp had created a large number of 404 errors a pages that Google’s crawlers were trying to visit based on previously indexed URLs, only to find nothing there.
Every 404 encountered is a signal to Google that the site has become less reliable. Accumulated across dozens or hundreds of pages, this erodes the crawl trust that takes months or years to build.
The Domain Migration Was Creating Duplicate Content Risk
The migration from the old domain structure — int.eskayvie — to the consolidated eskayvie.com created a significant risk of duplicate content. If both versions of a page are accessible and indexed, Google does not know which one to rank. The authority that should be concentrated on a single URL gets split between two weakening both.
Without proper canonical tags and redirect management, the migration was actively working against the site’s ranking potential even after the new site was live.
Content Structure Was Outdated
Beyond the technical issues, the content that survived the migration was not structured to current SEO standards. Health-related content in Malaysia and globally is held to a higher bar by Google due to its YMYL (Your Money or Your Life) classification. Pages covering health topics require demonstrable expertise, clear structure, and content that genuinely serves the reader’s intent.
Eskayvie’s existing content was not written with this framework in mind. Articles lacked proper heading hierarchy, internal linking was inconsistent, and content was not aligned with the specific search queries potential customers were using.
Rankings and Traffic Had Dropped Significantly on Key Pages
The combined effect of the technical damage and content gaps was visible in Google Search Console impressions and clicks on key product and health content pages had dropped measurably from their pre-migration levels. Pages that had previously generated consistent organic visits were either not appearing in results or ranking far lower than before.
In the health supplement space, every day of suppressed visibility has a direct commercial cost. Recovery needed to begin immediately and proceed systematically.
What We Did
The recovery strategy was executed progressively from March through June prioritising the technical foundation first, then rebuilding content authority on top of a stable base.
1. Technical SEO Recovery and Website Cleanup
The first phase was entirely focused on restoring Google’s trust in the site’s technical integrity. Until the technical damage was resolved, any content work would be less effective.
This phase included:
- A full audit of all 404 errors across the domain, identifying every broken URL that Google had previously indexed
- Implementation of proper 301 permanent redirects from old URLs to the correct new equivalents — ensuring Google’s link equity and trust signals were transferred rather than lost
- Duplicate content management across both domains — implementing canonical tags and resolving indexation conflicts to ensure only the correct pages were being ranked
- URL restructuring to align with SEO best practices and improve crawl efficiency
- Internal linking review and rebuild to ensure authority flowed correctly through the new site architecture
- Search Console monitoring to verify that Googlebot was crawling and indexing the right pages after each fix was implemented
The goal of this phase was straightforward to restore the conditions for Google to trust and crawl the site properly. Without this, nothing else would work.
2. Content SEO and Health Article Optimisation
With the technical foundation stabilised, we turned to rebuilding topical authority through structured content. In the health and wellness industry, topical authority is particularly important. Google needs to see that a website covers its subject area comprehensively and accurately before it will rank it consistently for high-volume health queries.
Content work across this phase included:
- Writing and updating SEO-optimised health articles targeting high-impact topics relevant to Eskayvie’s product range
- Keyword research for each article to identify the specific queries potential customers use when searching for health information and supplements
- Proper heading hierarchy — H1, H2, H3 — applied consistently to signal content structure to both readers and Google
- Internal linking between articles and product pages to build topical clusters and push authority toward commercial pages
- External linking to authoritative health sources to strengthen E-E-A-T signals
- Alignment of every article with the actual search intent behind its target keyword — informational articles matched to informational queries, commercial articles matched to buyer-stage queries
Content was not written to fill pages. It was written to match what real people search for when they are researching health topics and supplement purchases.
3. Ecommerce SEO and Product Page Optimisation
As a product-driven brand, Eskayvie’s revenue depends on product pages converting organic visitors into buyers. However, product pages that are not optimised for search will not attract organic visitors in the first place — regardless of how good the products are.
This phase focused on:
- Optimising individual product pages with keyword-targeted titles, descriptions, and structured content
- Ensuring products ranked for relevant commercial keywords with purchase intent
- Improving category page structure to support both navigation and indexation
- Connecting informational health article traffic to transactional product pages through strategic internal linking
The objective was to close the loop between someone discovering Eskayvie through a health article and arriving at the product page with enough context to make a purchase.
The Results
Within 3 to 4 months of consistent, structured SEO work, the performance improvements were clearly visible in Google Search Console.
400–500% Impressions Growth — Daily impressions grew from approximately 1,000 per day at the start of the engagement to 5,000–6,000+ per day. This reflects both the recovery of previously indexed pages and the new keyword coverage generated by the content strategy.
200–250% Organic Clicks Growth — Daily clicks grew from approximately 250 per day to 700–800+ per day. More than tripling click volume in under four months is a direct result of recovering rankings on high-impression pages while simultaneously improving CTR through better title and meta optimisation.
40–50% CTR Improvement — Average CTR improved from around 8–9% to nearly 12%. This improvement reflects better alignment between page titles, meta descriptions, and the intent of the searcher clicking through — not just more impressions.
Overall Performance at Campaign Milestone:
- Total Impressions: 707,000+
- Total Clicks: 84,000+
- Average CTR: 11.9%
- Average Position: 12.6
The recovery was not gradual. Once the technical fixes were in place and Google recrawled the corrected site, trust signals returned quickly and the content strategy then accelerated the growth beyond pre-migration levels.
The Main Takeaway
Eskayvie’s case study carries specific lessons for any business in Malaysia that is planning a website revamp, has recently completed one, or has experienced an unexplained drop in organic traffic.
A website revamp without SEO planning is a traffic risk, not just a design project. Every time a URL changes, every time a page is removed, and every time a domain structure is altered, there is an SEO consequence.
Without proper 301 redirects, canonical tag management, and crawl monitoring, those consequences accumulate into measurable traffic loss exactly as happened here before our engagement. Any business planning a website redesign needs SEO involvement from the planning stage, not after the damage is done.
Technical recovery unlocks the value of content. One of the most important lessons from this case is sequencing. We did not begin content creation until the technical foundation was stable. Publishing new articles on a site that Google cannot properly crawl is wasted effort. Fix the foundation first then build on it.
Topical authority in health content compounds fast when structured correctly. Once the technical issues were resolved and properly structured health content was being published consistently, Google’s trust in the domain recovered quickly and continued building. The jump from 1,000 to 6,000+ daily impressions in under four months shows how significant the compounding effect is when technical credibility and content quality work together.
Recovery SEO can produce results faster than starting from zero. Eskayvie already had brand authority, backlinks, and an established domain history. Once the technical damage was repaired and the trust signals restored, Google was able to re-evaluate and re-rank pages rapidly. Businesses with existing authority that have experienced traffic drops due to technical issues are often in a better position to recover quickly than entirely new sites are to rank from scratch.
Ready to Get More Traffic to Your Website?
Whether your website has experienced a traffic drop after a revamp, is suffering from an unresolved domain migration, or simply is not generating the organic visibility your brand deserves — the starting point is always the same.
Understand exactly what is wrong before trying to fix it.
A technical SEO issue left unresolved does not stay the same size. It compounds over time as Google’s crawl trust erodes further. The sooner it is identified and corrected, the faster the recovery.
Start with a free SEO audit — we will assess your website’s technical health, identify crawl and indexation issues, and give you a clear picture of what needs to be fixed and in what order.
Or if you are ready to start building scalable organic visibility for your business now:
View Our SEO Services Malaysia
Written by the Creative Site team — an SEO agency in Malaysia specialising in Technical SEO, SEO Recovery, and Search & AI Visibility for brands across Malaysia.
