Work · The Archery Collective
A studio that had outgrown its own domain.
The Archery Collective is a cosmetic tattoo and esthetics studio in St. Louis Park, Minnesota, home to a group of independently operating artists. Their website lived at microbladingminnesota.com, named after one service among many. We moved them onto their own brand, rebuilt the site on hosting they own, and took the search history with them.
- Role
- Domain migration · Rebuild · SEO
- Moved
- microbladingminnesota.com to thearcherymn.com
- Scale
- 19 pages, 12 artist profiles
- Live
- September 2026
The domain named the wrong thing.
Before touching anything we pulled a full Search Console baseline. It made the case on its own. Over three months, the page the domain was named after, /microblading/, drew nine clicks and sat at position seventeen. Microblading queries in total accounted for 3.8 percent of the studio's search clicks, and local microblading searches for 0.8 percent.
The brand was already doing better than the keyword. "The archery" was the single biggest query, 112 clicks at a 17.5 percent click rate from position 3.5, with "the archery collective" close behind at 20.9 percent. Fine line tattooing, meanwhile, pulled 863 clicks and was the studio's strongest page by a wide margin.
A domain built around microblading was describing a business that had moved on. The move to thearcherymn.com follows the demand rather than the history.
The home page
Before and after.
Drag to compare the previous site with the studio's own brand.
Page by page
Rebuilt, not repointed.
A domain move on its own changes the address. These pages were rebuilt behind it. Five of them below, each shown at the same depth before and after.
Previous site captured 16 September 2026, before the migration. Current pages captured 19 September 2026.
Taking the history with them.
A domain migration puts search equity at risk, and analytics history is easy to lose. This studio's Google Analytics property sits in an account belonging to the previous administrator. Moving a GA4 property requires administrator access on both the account it is leaving and the one it is going to, which the studio does not have, so the history was not theirs to take with them.
So before the migration we archived it: 110,523 sessions and 81,707 users covering 2023 to September 2026, channel by channel and page by page, alongside a complete Search Console baseline for the old domain. Whatever happens to the account, the record is the studio's.
Archiving the history is the part that cannot be redone after the fact.
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