Travel Portland
Travel Portland is the official destination marketing organization for the Portland metro area, dedicated to driving tourism, supporting local businesses, and showcasing the unique culture of the city to visitors around the world.
Avenue partnered with Travel Portland to ensure a seamless new site launch that preserved the site’s strong SEO authority and organic search performance. Working in close collaboration with Travel Portland’s internal team and creative partner, Avenue helped guarantee that all historical content and authority were successfully migrated, and that the new site would maintain visibility while still in development.
Once the site launched, Avenue continued to expand Travel Portland’s organic visibility through targeted content strategy and off-site SEO tactics, ensuring sustained growth in organic traffic and continued visibility for key tourism-related searches.
The Results
100% of keyword rankings
improved or maintained
+64%
growth in organic sessions YoY
Travel Portland was preparing to launch a new website and needed to protect their existing SEO equity during the transition. The goal was to migrate the site’s historically strong content and rankings without loss of organic visibility or traffic. The team also needed to ensure that the site’s new design and architecture continued to support SEO growth long-term.
The Challenge
Site Optimization Research & Strategy
Executed technical SEO improvements, including metadata, schema, and redirects to preserve authority through launch.
Services Implemented
Ongoing SEO Management & Reporting
Monitored performance post-launch, refining content and technical elements to sustain rankings and organic growth.
Keyword Research & Strategy
Identified high-value keywords and implementation opportunities to boost visibility and align content with user intent.
The Solution
We began with a comprehensive SEO transition strategy to ensure Travel Portland’s new website launch preserved its existing authority, rankings, and organic visibility. Avenue collaborated with Travel Portland and their creative partner to create a smooth handoff between the old and new sites, minimizing risk and maintaining performance throughout the development process.
SEO Transition Planning
Avenue performed a full audit of the legacy site’s content, URL structures, and backlink profile to identify high-priority pages and preserve SEO equity. We created a detailed redirect map, ensured all critical metadata and schema were transferred, and confirmed that analytics and tracking systems would remain uninterrupted through launch.
Content Preservation & Optimization
To maintain engagement and visibility, we worked to strengthen Travel Portland’s existing content library, optimizing top-performing pages and enhancing keyword alignment across new and migrated content. This ensured users and search engines could easily find and trust the refreshed site.
This approach allowed Travel Portland to maintain seamless visibility through the website transition and achieve a 64%+ year-over-year increase in sessions from organic search, with all priority rankings maintained or improved across target keyword sets.
Post-Launch Growth & Monitoring
After launch, Avenue continued to support Travel Portland with ongoing SEO optimization and off-site strategies. This included monitoring rankings and technical health, expanding the content library, and building quality backlinks to drive sustained growth over time.