Website and SEO case study

Website, SEO & Domain Move
A site that ranks, a clean move

A fast, search-friendly website with dozens of pages: guides, a tactics library, feature pages and pages written for AI assistants. We also moved the whole site to a new domain, done by the book so rankings carry over.

SEO & Web SEOWebsiteDomain Migration
75+
Pages
built for search
25+
Guides
answering real searches
1 day
Domain move
accepted by Google
AI
Ready
llms.txt for assistants
Published on GoogleAI assistantsEmail
Industry
SEO & Web
Timeline
Site live Aug 2026; domain move 16 Sept 2026
Outcome
A site that ranks, a clean move
Result snapshot

A site that ranks, a clean move

The site has dozens of pages built for search, from in-depth guides to a full tactics library. The move to totalfootballstudio.com on 16 September 2026 was accepted by Google the same day, with every old address redirected so rankings move across instead of resetting.

Dozens of pages bringing in organic search traffic
Domain moved with Google's Change of Address accepted the same day
Content that works in search, in AI answers and in email
A site that keeps working for the business after a video stops trending
/ The challenge

Where the bottleneck actually was

Social videos bring people in for a few seconds and then they are gone. We wanted a website that keeps bringing people in from Google, and that AI assistants like ChatGPT can read and quote. Halfway through, the product also needed its own domain, which is exactly the moment many sites lose their rankings.

Social traffic disappears after a few seconds; search traffic keeps coming.
A domain move is when most sites lose their rankings.
AI assistants read websites too, and most sites give them nothing clean to read.
Pages heavy with JavaScript are slow and hard for search engines to read.
/ What we built

A system built around the real workflow

We built the site to load fast and be easy for search engines to read: every page is plain HTML first, with structured data that tells Google what each page is. We wrote guides that answer the questions coaches search for, turned the video catalogue into a browsable tactics library, and added llms.txt files so AI assistants get a clean summary. Then we moved the site from a subdomain to totalfootballstudio.com: every old address redirects to its new one, both versions stay verified, and Google was told through a Change of Address the same day.

Module 01
A fast static website, HTML first, built with Astro
Module 02
In-depth guides written around what coaches actually search for
Module 03
A tactics library that turns every video into a page
Module 04
Structured data, sitemap and RSS for search engines
Module 05
llms.txt and a full-text version for AI assistants
Module 06
A domain move with page-by-page redirects and a Google Change of Address
/ For your business

How your business could use this

1

Businesses that rely on social media

Turn your posts and know-how into pages that bring in customers from Google every month, not just on the day you post.

2

Companies changing their domain or rebranding

We plan the redirects and Google settings so you keep the rankings you worked for.

3

Brands that want to show up in AI answers

We make your site easy for ChatGPT, Perplexity and Google's AI to read, so they can recommend you.

/ Questions

Common questions

Will I lose my Google rankings if I change domain? +

Not if it is done properly: a redirect from every old page to its new page, both domains kept verified, and a Change of Address in Google Search Console.

What is llms.txt? +

A plain-text summary of your site written for AI assistants, so tools like ChatGPT can understand what you do and point people to the right page.

Build profile
Stack
AstroStructured dataGoogle Search Consolellms.txtNetlify
Proof source
Total Football Studio, built and run by Naurra
totalfootballstudio.com, built and optimised by Naurra
Related pages
Next step

Want this outcome in your business?

We scope custom AI systems around the workflow that is already costing you time, margin, or speed.

Book a free consultation
/ Part of one product

One of eight systems behind Total Football Studio

We built and run Total Football Studio ourselves: 30M+ views in the last 3 months and 80K+ followers, all from organic content, and hundreds of users in a couple of weeks. This page is one part of it. Here are the others.

See the whole build
/ More case studies