MAT / Addiction Treatment · SEO + Web · Colorado & New Mexico
Three Brand Names. 22x the Organic Traffic. Zero SEO Equity Lost.
How Webserv rebranded Front Range Clinics into Porch Light Health without losing SEO equity — and grew organic clicks 1,222% in the year that followed.
TL;DR
The Short Version
The Problem
- Two brand changes and a domain migration in under six months, with a private-equity acquisition dictating the timeline
- Google Analytics had been disconnected on the original site for years, making pre-2023 performance data effectively unrecoverable
- A multi-state, multi-location MAT clinic network with location-specific rankings that could not be sacrificed to the migration
The Strategy
- Stage the new brand on the old domain first, then execute a URL-level 1:1 301 redirect map on the same day the domain switched
- Build content, service architecture, and E-E-A-T signals before the switch so Porch Light Health launched with a mature site, not a stub
- Run SEO, web development, GBP updates, and citation cleanup as a single continuous operation inside one week
The Result
- 84% of monthly organic traffic retained during the transition month itself, with full recovery by Month 2
- Organic clicks grew from 4,081 in 2023 to 52,990 in 2024, a +1,222% increase
- Steady-state organic traffic today is 22x the pre-rebrand baseline, with 877 keywords in positions 1-3
The Challenge
Three Brand Names in Six Months, and a PE Timeline That Would Not Wait
Porch Light Health did not start life as Porch Light Health. Before the current brand, the same clinic network operated as Front Range Clinics, and before that as FrontRangeMD, a physician-led practice with a website that had been running for years but whose Google Analytics had been disconnected long enough that reliable performance data before 2023 was effectively unrecoverable. By the time Webserv was asked to lead the rebrand to Porch Light Health, the same operator had already changed brand identities twice in six months and was about to do it again on a private-equity deadline.
The Front Range Clinics site went live in September 2023 as the first rebrand, consolidating the clinic network under a single umbrella. Four months later, in January 2024, a PE acquisition drove a second rebrand: Porch Light Health as the new parent brand, Front Range Clinics as its clinic network. That meant a new domain, new logo, new sitewide verbiage, and a coordinated migration executed on the acquisition's calendar, not SEO's.
Each rebrand carried the risks you would expect: losing ranking momentum, breaking backlinks that had taken years to earn, and confusing Google mid-crawl. There were also the ordinary logistical hurdles — Webserv had to chase down access to the porchlighthealth.com domain, which lived in Google Domains under the outgoing CFO before being transferred to IT and then to the SEO lead in early January 2024. None of that could be an excuse. The migration had to work.
Core Problems
Rebrand WhiplashTwo brand changes and a domain migration in under six months, each carrying its own SEO equity risk.
Zero Baseline DataGoogle Analytics had been disconnected on FrontRangeMD. The earliest reliable data was from June 2023.
Multi-Location ComplexityA Colorado and New Mexico clinic network with location-specific rankings to preserve across the transition.
PE-Driven TimelineThe Porch Light Health rebrand was tied to the acquisition. The migration had to work on their calendar, not SEO's.
Starting Point
677 monthly organic visits
frontrangeclinics.com, December 2023
DR 21, 74 referring domains
Full FRC backlink profile to transfer
Zero organic form conversions
JotForm only just implemented Dec 3, 2023
Analytics discontinuous
Pre-2023 data effectively unrecoverable
Our Strategy
Migrate the Domain. Keep Every Signal Intact.
A rebrand-plus-domain-change is one of the highest-risk moves you can make in SEO. Our approach was built on a single principle: the new site had to be a fully-formed successor on day one, not a fresh domain that would need to rebuild from scratch.
01
A real 1:1 migration plan, not a fresh domain launch
Full URL-level 301 map from every frontrangeclinics.com page to its exact PLH counterpart, covering blog posts, service pages, location pages, and legal pages. GSC Change of Address filed the same day the domain switched. Pre-launch, a Porch Light Health landing page was staged on the FRC domain first so Google and patients had time to recognise the new brand before the domain moved.
02
Content momentum built before the switch, not after
By the time PLH launched, the content and E-E-A-T scaffolding was already established: service pages for methadone, suboxone, vivitrol, and naltrexone; provider bio pages; local pages for each Colorado clinic; blog content targeting comparison and treatment-decision keywords. This meant Google had a fully-formed site to re-index, not a stub to grow into.
03
Full-stack support through the transition
Because Webserv owned both the SEO and web development sides, we were not handing a migration plan to a separate agency and hoping. The same team wrote the redirect map, executed the swap, staged the banner announcement, updated GBP listings, and ran BrightLocal citation cleanup. The migration ran as one continuous operation across the same week.
What We Did
Execution Across Every Layer
Migration and redirect execution
- Built a URL-by-URL 301 redirect map covering every FRC page to matching PLH URL
- Deployed the redirects on the same day the new domain went live in mid-January 2024
- Submitted GSC Change of Address the same day
- Ran a transition banner on the site announcing the new name
- Coordinated domain ownership and DNS control transfer with client-side IT
Content and authority foundation
- Built full service-page architecture on FRC before the switch so PLH inherited a mature site
- Comparison content targeting decision-stage searches: narcan vs naltrexone, sublocade vs suboxone, vivitrol vs oral naltrexone
- Local pages for each Colorado clinic including Denver, Colorado Springs, Grand Junction, and Steamboat Springs
- Blog content anchored to real search demand with zero-volume terms excluded
Local SEO and citation cleanup
- BrightLocal citation campaigns to update NAP citations from FRC to PLH across every citation source
- Google Business Profile updates for all clinic locations
- Outreach to referring sites to update linking anchor text and URLs
Post-launch monitoring and reporting
- Monthly SEO progress reports documenting GSC, GA4, CallRail, and JotForm data
- Yearly progress report delivered documenting the full 2024 vs 2023 comparison
- Quarterly business review cadence with the PLH leadership team
The Site Today
Homepage — Experience Life Beyond Addiction hero, insurance network, CEO letter, and clinic locator
Clinic finder — interactive map showing 60+ locations across Colorado and New Mexico built during the rebrand
Location page — city-specific content, insurance, hours, and services built for each clinic in the network
Services page — medically reviewed byline, structured table of contents, FAQ schema, and internal linking
Blog article — author byline, TOC sidebar, structured headings, and internal links to service pages throughout
The Results
One Rebrand. One Domain Change. 22x the Traffic.
Organic clicks
+1,222%
From 4,081 in 2023 to 52,990 in 2024 on the new domain
Organic sessions
+391%
From 13,711 to 67,365 in GA4, full year 2023 vs 2024
Search impressions
+15,636%
Google now shows PLH vastly more often than it showed FRC
Organic traffic growth · Dec 2023 to present
Pre-rebrand
677
monthly visits
Today
15,000+
monthly visits
Clicks 2024
+1,222%
4,081 to 52,990
Migration month
84%
traffic retained
Monthly organic visits
Migration month (Jan 2024)
Migration performance
- 84% traffic equity retained in the transition month itself
- Full traffic recovery by Month 2 on the new domain
- FRC domain equity fully transferred to PLH by Month 3
- Zero broken redirects reported — the 301 chain worked exactly as designed
Sustained growth since
- Q1 2025 continued to outpace Q1 2024: +396% clicks, +676% impressions, +222% organic sessions, +108% organic conversions
- 877 keywords now ranking in positions 1-3 on a domain that had zero keywords in January 2024
- Multiple number-one rankings on high-intent medication terms including narcan vs naltrexone
- Steady-state 15,000+ monthly organic visits in Q2 2026, up 22x from the pre-rebrand baseline
How It Was Done
The Same-Day Execution Stack
Every signal Google looks for during a domain migration was in place at launch. Not days later. Not weeks later. The same day the domain switched.
Same day At DNS switch
Within 2 weeks Post-launch
Ongoing Continuous
✓
1:1 URL redirect map deployed
Every frontrangeclinics.com URL 301'd to its exact PLH counterpart — blog posts, service pages, location pages, legal pages. No chains, no catch-all.
✓
GSC change of address filed
Google Search Console Change of Address submitted the same day the domain switched, telling Google to transfer crawl authority immediately.
✓
Transition banner live on FRC domain
A pre-launch announcement page was staged on the old domain so Google and patients had time to recognise the new brand before the domain moved.
✓
Google Business Profile updates
All clinic GBP listings updated with the new brand name, domain, and logo across every Colorado and New Mexico location.
✓
BrightLocal citation cleanup
NAP citations updated from FRC to PLH across every citation source. Referring sites contacted to update linking anchor text and URLs.
↻
GSC, GA4, and ranking monitoring
Post-launch crawl monitoring, index coverage checks, and ranking tracking to confirm equity transferred correctly and catch any issues early.
Planning a rebrand or domain migration?
Talk to a team that has done it three times for the same operator without losing SEO equity.
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What Made the Difference
01
We had already done this twice
When PE acquired Front Range Clinics and needed a rebrand to Porch Light Health, this was our third domain move for the same operator. FrontRangeMD to FRC in September 2023, then FRC to PLH in January 2024. The 301 map was not theory. It was muscle memory.
02
The new site was not new
The content, service architecture, and E-E-A-T signals were already established on the FRC site before the domain switched. PLH launched with a fully-formed presence, not a stub. That is why February 2024 traffic on the new domain was already 384 visits when the domain was three weeks old.
03
Full-stack team, one timeline
Webserv owned the SEO, the web build, the citation cleanup, and the client communication. No handoffs, no finger-pointing between agencies. The migration ran as a single operation in a single week. When the domain transfer got held up with the outgoing CFO, we resolved it internally and kept the timeline intact.
04
What Google cares about was ready on day one
GSC Change of Address filed the same day the domain switched. 301s deployed at DNS-switch time, not days later. NAP citations updated in the following two weeks, not months. Every signal Google looks for during a domain migration was in place at launch — that is why the transition month only saw a 16% dip and Month 2 recovered fully.
