Case: AI-powered website relaunch & GEO excellence

How hurra.com transformed 25,000 pages in 5 days

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The starting point: legacy baggage instead of assets

An international consulting giant in the finance and business sector was facing the biggest rebranding and website relaunch in its digital history: the website, which had grown over more than 10 years, was technically outdated, structurally inconsistent and fragmented in its content. Its 25,000 pages, built on SharePoint and Typo3, were not simply to be migrated. They were to be assessed for content, cleaned up and transformed for a new, component-based CMS.

The mission:

• Quality over quantity.
• Semantic clarity instead of HTML sprawl.
• SEO and GEO readiness by design.

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Our approach: AI-based assessment meets technical precision

Instead of sending hundreds of editors through tens of thousands of pages, hurra.com relied on a fully automated, AI-supported process:

• Development of a GPT-supported assessment system
• Integration of external SEO metrics (impressions, rankings, backlinks)
• Two-stage analysis: technical regex cleaning + semantic GPT correction
• Scoring system to determine relevance, quality and suitability for migration

In the end, only 7,500 pages were carried over into the new CMS: the most relevant, most valuable and cleanest ones.

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The project timeline: from chaos to clarity in 4 phases

Phase 1: Planning (March to April 2025)

In this phase, we laid the foundation for a scalable, component-based information architecture:

• Structure & template analysis
• Target structure mapping
• Stakeholder alignment with UX, SEO & IT
  

Phase 2: Technical development (July to August 2025)

The next step was to build the technical foundation, including AI models and automated interfaces:

• GPT model for content scoring
• Interfaces to SEO tools
• Setup of cleaning & migration logic

Template of the scoring basis used to assess and classify the KPIs

Final version of the SEO score rating per page

Phase 3: Migration (Sep to Nov 2025)

Next came the automated, data-driven transformation of 25,000 pages, which were assessed and cleaned:

• Crawl & assessment of 25,000 pages
• HTML cleaning & semantic repair
• Migration of 7,500 pages into the new CMS
• Global replacement of the old brand name in all elements

Example of an HTML fragment (contact box) before and after automated clean-up and revision

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Phase 4: Go-live (December 2025)

In the final step, all components were brought together and the system was put into operation:

• Activation of the redirect logic
• Tracking integration with hurra.com’s consentless GA4 setup
• Validation & launch
  

GEO readiness by AI: content that scales globally

Every page was analyzed against five criteria:

1. Structure
2. Precision
3. Trustworthiness
4. Machine compatibility
5. Readability

Content with a clear focus, a semantically valid structure and consistent language proved particularly GEO-ready: prepared for internationalization, voice search and LLM integrations. The result is a content setup that not only performs today but is also future-proof.

Screenshot of a completed AI assessment. AI readiness of one page from the crawl, combined with color coding and a term frequency focus (main keyword TF) to make classification easier for editors.

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Technical highlights & business impact

A direct comparison between the manual and the AI-supported process shows just how big the difference really is.

Comparison: AI-supported vs. manual processing

And the numbers speak for themselves: more than 90% of the cleaned HTML blocks could be migrated directly without rework, and the AI workflow delivered a cost advantage of €267,000, 99% time savings and maximum scalability.

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The biggest challenges and our solutions

Complex legacy issues, unclear priorities and fragmented processes made the migration particularly demanding. Our solution: an AI-supported workflow with a targeted answer to each challenge:

• Technical legacy issues → GPT-supported content repair + regex preprocessing
• Internal linking problems → automatic link clearing & redirect framework
• Missing content prioritization → scoring by SEO strength, backlinks, semantic depth & GEO readiness
• Multi-layered departmental approvals → assessment matrix as an objective basis for decisions

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The result: ready for CMS, SEO, GEO & AI

The process delivered a system that is not only stable and clean but performs over the long term:

✅ Cleanly structured, reduced content
✅ Semantically valid & machine-readable
✅ SEO-optimized & internationally scalable
✅ More efficient than any manual solution
✅ Future-proof thanks to AI-based analysis

What usually takes months took AI 5 days.
And not just faster, but significantly better.

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Conclusion: the relaunch rethought, with hurra.com as AI performance partner

This case study is a prime example of data-driven digital marketing:
We showed how AI, SEO & GEO expertise and technical architecture work together seamlessly and turn a complex web project into a scalable, profitable platform that can be rolled out internationally.

Not a copy-paste relaunch but a real structural change.

Are you facing a similar challenge in financial marketing? 👉 Let’s talk.