Four websites, one authority. Zero traffic lost.

Royal BAM Group is one of Europe’s largest construction companies, headquartered in Bunnik, the Netherlands, with approximately €7 billion in annual revenue and around 17,000 employees across the Netherlands, the UK & Ireland, and Belgium. This project centred on BAM UK & Ireland. Its growth runs on brand, reputation and relationships built over decades. But the way new demand actually finds a construction group in 2026, namely organic search, was working against them. Their digital presence wasn't one authoritative home. It was four separate websites, each carrying its own history, its own content, and its own slice of authority.

BAM UK & Ireland operated four live websites, all running on Drupal: bam.co.uk (BAM Construct UK, DA 36), bamnuttall.co.uk (Civil Engineering, DA 31), bamireland.ie (BAM Ireland, DA 29) and ukandireland.bam.com (the overarching UK & Ireland site, DA 38). Four domains meant four fragments of authority: the same search visibility split four ways instead of compounding into one. Growth doesn't stall from a lack of content or a lack of effort. It stalls from fragmentation, authority that never adds up because it was never designed to sit in one place. And consolidation is exactly where most migrations break. Merge domains carelessly and you lose rankings, traffic and years of accumulated equity overnight. The brief wasn’t just to combine the sites. It was to combine four into two, and not lose a single point of organic value doing it.

We designed the consolidation around one non-negotiable: preserve SEO value end to end. Four websites became two. bam.co.uk became the new consolidated UK home and bamireland.ie was retained for the Irish market, with all content moved across 1:1 so nothing that earned rank was left behind. The difference-maker was being in early. We were involved before the migration happened, not after. That gave us control over the three things that decide whether organic value survives a merge: URL structure, redirects and metadata. Left until post-launch, SEO becomes ten times harder to fix. Designed in from the start, it becomes the plan itself. Just as important was the architecture around the work: clear scoping, realistic hours, and a clean division of roles between Gradient, BAM's development partner Synetic, and BAM's own web team. Defined ownership, no scope creep.

We ran the migration across five phases, with weekly alignment between Gradient, BAM and the development team throughout. Phase 01 · Analysis. A full audit of all four sites, with complete content and URL mapping. Phase 02 · Migration plan. URL structures, redirect logic and metadata exports, mapped before anything moved. Phase 03 · Implementation. Technical SEO, 1:1 content transfer and structured data. Phase 04 · Testing. Acceptance checks, mobile, redirect validation and full crawls. Phase 05 · Post-launch. SEO audit, monitoring and backlog development to keep compounding after go-live. Redirect plans, content transfer and technical SEO stayed on schedule from first audit to final crawl.

More than 2,000 URLs mapped and redirected. Four websites consolidated into two. All five phases delivered on time. And the metric that matters most in any migration: 0% organic traffic lost, no ranking drops, no indexation issues. That quality of delivery became the best sales argument there is. Our client contact scored the project a 10 on NPS and became an internal ambassador, introducing us to Group-level stakeholders at bam.com. What started as a one-off migration has opened a conversation about long-term organic growth across the wider BAM Group, centred on non-branded visibility and AI-search readiness.