NIBC

About NIBC

NIBC is a bank focused on savings, mortgages and real estate, known for its personal approach and advisory role. Until 2023, NIBC managed its services through three separate domains: vastgoedhypotheek.nl for real estate, nibcdirect.nl for savings and mortgages, and nibc.nl as its corporate website. With a view to strengthening its brand positioning, NIBC decided to bring these domains together under one powerful digital roof: nibc.nl.

The challenge

Migrating to a single domain required not only seamless technical execution, but also a powerful SEO strategy to make the new domain visible and competitive from the outset. Aspen Digital was asked to manage this complex process.

For a financial institution such as NIBC, where trust and accessibility are central, it was crucial that customers could find their way to the right information without interruption. In addition, the challenge lay in retaining the authority built up by the existing domains and realising the new domain’s full visibility potential as quickly as possible.

The strategy

Before the migration:

Our specialists began with a thorough analysis and the development of a strategic action plan. Redirect lists and technical to-dos were prepared meticulously, allowing search engines to switch smoothly to the new domain. Every existing link was mapped to ensure that accumulated value would not be lost. This careful preparation was aimed not only at preserving SEO, but also at strengthening NIBC’s online position from the very first moment after the migration.

During the migration:

During the go-live, we worked closely with the NIBC teams and external developers to identify and address potential SEO issues immediately. Our SEO specialists carried out a detailed staging check, analysing and directly optimising critical points such as URL structure, internal links and duplicate content. This provided the assurance that the website could launch without technical issues.

After the migration:

As soon as nibc.nl went live, we closely monitored the performance and growth potential of the new domain. We advised on several essential SEO adjustments, including addressing duplicate content. For pages that showed overlap, we proposed using canonicals and implementing redirect solutions. These immediate actions helped optimise search engine indexing and kept the site clear and effective for both visitors and search engines.

Graph 1: The graph above shows the organic traffic to NIBC’s various domains since January 2023. This is non-branded traffic only: search terms containing ‘NIBC’ are not included. It shows that total traffic increased significantly after the migration and has also remained consistently higher than before the migration.