Case study · April 2024 – today
Commercial search clicks more than doubled after a two-company merger
106 → 223 clicks from commercial-intent searches to msig-europe.com, August 2026 against August 2025. Both months are after the July 2025 migration, on the same domain (Google Search Console, Crescat's monthly and quarterly reports to the client).
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MS Amlin writes commercial insurance in the UK and across Europe. In 2024 it moved onto two new domains, and in July 2025 it merged with MSIG Insurance Europe to become MSIG Europe. Crescat has run SEO through both moves: building search for the new sites from launch, mapping the redirects that carried them through the merger, and growing commercial search on the combined site since.
Where MS Amlin (now MSIG Europe) started
MS Amlin Insurance SE writes commercial insurance for UK and European businesses: property, casualty, marine, risk engineering and specialist UK cover such as horsebox, trailer and agricultural vehicle insurance.
In spring 2024 it moved its UK and European business off the legacy msamlin.com onto two new domains, msamlin-insurance.com and msamlin-insurance.co.uk. In July 2025 it merged with MSIG Insurance Europe into MSIG Europe SE, and both sites moved again, to msig-europe.com and msig-europe.co.uk. Crescat has run the SEO since April 2024.
The starting point
- In June 2024 the new .com ranked 28th for 'ms amlin', while the legacy msamlin.com still held first place.
- Both new sites launched with default metadata. None of the 40 .com pages or 38 UK pages Crescat crawled had a meta description.
- Duplicate UK product pages (two agricultural motor pages, two shop pages) and a Motor hub page that was a heading over three links.
- No contact forms or quote tracking on the UK site, and no form tracking on the global site.
- A merger ahead: two companies, two sets of domains and nine country sites to bring together.
The work behind the numbers
Crescat mapped, specified and measured. MS Amlin's and then MSIG's own developers built the sites and put the redirects live.
Off msamlin.com without losing the brand (April–June 2024)
Mapped 455 page URLs and 228 image URLs from the legacy site to the new .com, built the hreflang set for the .com, UK, Belgian, French and Dutch sites, and planned how the brand searches would move across.
Technical audits and metadata (May 2024 – February 2025)
Rewrote every meta title and description on both sites, fixed 302s and broken links, merged duplicate UK product pages into keyword-led versions, and added image ALT text and Local Business schema.
Content for specialist products (January–June 2025)
Eight long-form UK guides (shop, vintage tractor, commercial combined, agricultural vehicle, property owners and smallholder tractor insurance), three tractor insurance articles and eight shop insurance pages.
Data-led digital PR (August 2024 – March 2025)
Three studies with press releases, including the UK wine market and a 20-year high in UK property insurance demand. The wine study became the UK site's most visited guide.
Carrying both sites through the merger (March–September 2025)
Wrote the merger redirect maps, checked staging against live before go-live, tested the legacy URLs on the day, then set up Search Console for nine MSIG Europe domains, rebuilt GA4 and reported before and after the move.
Growing commercial search on the combined site (October 2025 – today)
Rewrote 23 pages still written for MS Amlin, mapped 610 broken URLs for the developers, wrote a brand protection plan for nine markets, and optimised the risk engineering, marine, property and claims pages.
The results: MSIG's own Search Console, and Semrush estimates
Most figures are from Crescat's monthly and quarterly reports to the client, which record its Google Search Console data. Comparisons are year on year. After the July 2025 merger they compare months on the same domain, and where the earlier figure is a new site's launch month, the raw numbers are shown, not a percentage. Two rankings are Semrush's (UK database, third-party estimates) and Crescat's own rank tracking in Semrush; they are labelled and never combined with Search Console figures.
- 106 → 223clicks from commercial-intent searches to msig-europe.com+110.4%. Site-wide average position 16.0 → 8.4 over the same months.August 2026 vs August 2025 · Google Search Console
- 22 → 7average Google position on msig-europe.comClicks 6.64K → 7.11K. Q2 2025 is the partner company's site before the merger.Q2 2026 vs Q2 2025 · Google Search Console
- 20.28 → 6.01average position for MS Amlin brand searches on the new .comBranded clicks 107 → 547. The 2024 period is the new domain's launch.Apr–Jul 2025 vs Apr–Jul 2024 · Google Search Console
- 238 → 557UK clicks from commercial-intent searchesmsamlin-insurance.co.uk, before the merger. June 2024 was the UK site's launch month.June 2025 vs June 2024 · Google Search Console
- 19.15 → 9.49average position for 'horsebox insurance', onto page oneClicks 2 → 32. Q4 2024 on the MS Amlin UK site, Q4 2025 on msig-europe.co.uk.Q4 2025 vs Q4 2024 · Search Console query data
- 9thon Google for 'commercial combined insurance' (1,900 searches a month)The UK site's biggest source of organic traffic. Crescat's rank tracking had it 68th in September 2025; since mid-August 2026 it has been on page one on about half of days.October 2026 · Semrush estimates, UK database
Not everything held. UK clicks fell after the merger (from 1,217 to 355 in the first two months on the new UK domain) and were still lower year on year in April 2026, even as UK commercial keywords climbed from an average position of 33.2 to 18.47. New users on msig-europe.com were 38.8% lower in August 2026 than in August 2025, when merger news drove brand searches. Semrush shows the UK site with fewer top-three rankings than the old MS Amlin site at its best (3 against 7), 'agricultural vehicle insurance' slipping from 5th to 11th, and the risk engineering searches falling back in Google US since late 2025 ('risk engineering in insurance' from 1st in October 2025 to 44th in October 2026, in Crescat's rank tracking).
These are one client's figures through a domain launch and a merger. Every insurer starts from a different place, so they are not a forecast for yours.
How the numbers moved
Commercial insurance terms: average Google position
- No clicks in either quarter
- Clicks 0 → 4
- Clicks 1 → 0
- Clicks 1 → 4
- Clicks 2 → 32
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