We planned the relaunch of digital-targets.com in 4 phases: a new positioning, new copy, a custom WordPress theme and the move from digital-targets.de to digital-targets.com. In this website relaunch case study, we show how we went about it, which technology we use and how we prepared every page for Google and AI search engines such as ChatGPT.
Key points at a glance
- Goal of the relaunch: a clear positioning for digital marketing, AI and GEO instead of a pure consulting website.
- The domain has moved from digital-targets.de to digital-targets.com, and all old addresses redirect via 301.
- A custom block theme replaces the old theme, and fonts load locally in a privacy-friendly way.
- Every page follows a GEO format with a short answer, questions as headings and an FAQ.
- Our own GEO Score plugin now rates the website at 96 out of 100 points.
Why did we rebuild digital-targets.com?
Our old website presented Digital Targets as a pure consulting firm, but today our services are much broader: digital marketing, AI visibility, websites and e-commerce. On top of that came outdated content, old brands and a theme that we could hardly extend in any meaningful way.
With the relaunch we wanted to achieve 3 things: a clear structure based on our services, fast and lean technology, and content that can also be cited in AI answers. We removed old brands such as BeDigit and Payments24 and developed the former SEM section into “AI & GEO”.
How did we approach the relaunch?
The relaunch was planned over 4 weeks, each week with a clear focus, from positioning through to go-live. We worked on a staging environment first, i.e. a non-public copy of the website.
- Week 1: Sharpen the positioning and define the new page structure (sitemap)
- Week 2: Write the copy and create a design preview
- Week 3: Build the pages on the staging environment and integrate the GEO plugin
- Week 4: Test, set up 301 redirects and launch the website
The order mattered to us: content and structure first, then design. A beautiful layout is of little help if the pages do not answer visitors’ questions. You will find a detailed guide for your own project in our website relaunch guide.
Why did we move from .de to .com?
Digital Targets works for clients all over Europe and in Cyprus, so an international domain suits our services better than a German .de address. In addition, the website is now also available in English and French.
For the move, we installed WordPress afresh on digital-targets.com and transferred the content with the All-in-One WP Migration plugin. Since then, the old domain has redirected to the new domain via a 301 redirect, keeping the full path. So anyone who opens an old link to a subpage lands directly on the same page under .com. This is exactly the approach recommended in Google’s guide to site moves.
| Area | Before | After |
|---|---|---|
| Domain | digital-targets.de | digital-targets.com with 301 redirect from .de |
| Theme | Purchased theme with page builder | Custom WordPress block theme |
| Fonts | Via the old theme | Lato and Roboto embedded locally |
| Positioning | Consulting | Digital marketing, AI & GEO, websites, e-commerce |
| Content | Few pages, some outdated | Service pages, 10 guides and a revised blog |
| AI readability | Not considered | AI crawlers allowed, llms.txt, structured data |
What technology does the new website use?
The new Digital Targets website runs on WordPress with a custom block theme that we tailored precisely to our content. This means it works without a page builder and only loads what is really needed.
- Custom block theme: consistent templates for service pages, guides and the blog
- Local fonts: Lato for headings, Roboto for body text, with no connection to external font services
- Yoast SEO: page titles, meta descriptions, sitemaps and structured data
- Cookie banner: management of consent for statistics and marketing, as required by § 25 TDDDG
- Caching and WebP: cached pages and modern image formats for short loading times
How did we prepare the website for AI search engines?
AI search engines can only cite what they are allowed to read and can understand quickly, so we deliberately prepared access, structure and content. We apply these 4 measures across the entire website.
- In the robots.txt we explicitly allow 7 AI crawlers, including GPTBot, OAI-SearchBot, ClaudeBot and PerplexityBot. Which crawlers OpenAI uses is described in the OpenAI documentation.
- The root directory contains an llms.txt file with a short company profile and the most important pages. We extend it with every new page.
- Structured data describes our company, including founder, address, languages, service area and VAT ID.
- Every page starts with a short answer, headings are phrased as questions, and the answer comes first under each question.
We explain how to implement these steps on your own website in our guide Becoming visible in ChatGPT & Co.
How do we measure the GEO quality of each page?
Digital Targets checks every page with its own WordPress plugin, GEO Score, which rates the page against fixed rules for AI search engines. The plugin shows a score for each page and a list of concrete tasks.
Among other things, it checks short answers, questions as headings, concrete facts, sources for legal statements, FAQs with structured data, author details and access for AI crawlers. In the first full scan, our website scored 87 out of 100 points. After working through the task list, it now stands at 96 points, and 38 of the 39 rated pages achieve the rating “good”.
Some points could not be solved with copy alone. One example is linked company profiles on social networks, which we will add as the next step.
What content is new on the website?
The main additions are detailed service pages, a guides section covering 10 topics and a completely revised blog. Every page answers the questions that clients ask us most often in the initial consultation.
- Service pages for SEO, AI & GEO, Google Ads, affiliate marketing, social media, websites and e-commerce
- Guides ranging from SEO basics and tracking with GA4 to the online shop
- 12 revised and expanded blog posts with FAQs and source references
- Custom featured images in the consistent Digital Targets design
What did we learn from the relaunch?
Our most important lesson: a relaunch is not finished at go-live, because only checking every single page reveals where gaps remain. These are the points we would pass on to any business.
- Plan content before design and focus each page on one main question
- Define redirects before launch and test them with real old links after launch
- Check not only copy but also graphics, templates, email addresses and files for the new domain
- Consistently remove old content and extensions that are no longer needed
- Measure after launch, make improvements and measure again
An example from our own relaunch: after the domain move, the featured images still showed the old address digital-targets.de. We regenerated all 29 graphics, recalculated the resized image versions and cleared the cache. Details like these are easy to overlook because they do not appear in any text.
What comes next after the relaunch?
Since October 2026, Digital Targets has also offered the website in English and French, each version checked by hand rather than purely machine-translated. At the same time, new blog articles on SEO, AI, Google Ads and e-commerce will be published regularly.
We are also completing our company profiles on social networks and linking them to the website. We will continue to monitor progress with the GEO Score plugin. If you would like to know how well your own website is prepared for AI search engines, start with our website checklist.
Frequently asked questions
How long did the relaunch of digital-targets.com take?
The relaunch was planned over 4 weeks: positioning, copy and design, building on a staging environment, and testing and go-live. Before launch, we deliberately took more time for the content so that the website would not go online with half-finished pages. After launch, further optimisations followed based on the GEO score, such as additional facts, sources and more detailed blog posts.
Do old links to digital-targets.de still work?
Yes. The old domain redirects to digital-targets.com via a 301 redirect and keeps the full path. An old link to a subpage therefore leads directly to the matching page on the new domain. For search engines, the 301 redirect signals that the move is permanent. The redirect will remain in place for the long term so that older links continue to work.
Why didn’t you use a ready-made theme with a page builder?
A custom block theme only loads what we really need, so it stays fast and easy to manage. All pages follow the same templates, which simplifies maintenance and ensures a consistent GEO format. Page builders, by contrast, often add a lot of extra code. For clients, we implement both approaches depending on the project; what matters are the goals, the budget and who will maintain the website later.
Can Digital Targets carry out a relaunch like this for my business too?
Yes, we plan and support relaunches from positioning, copy and technology through to redirects and go-live, for websites as well as for online shops with WooCommerce, PrestaShop or Shopify. We make sure that existing rankings are preserved and that the new website is prepared for Google and AI search engines from day one. It all starts with a free initial consultation.
What is the GEO Score plugin?
GEO Score is a WordPress plugin by Digital Targets that rates every page by how well AI search engines can understand and cite it. Among other things, it checks short answers, questions as headings, facts, sources, FAQs, structured data and access for AI crawlers. For each page, it creates a task list with concrete improvements. We are continuously developing the plugin further.
Planning a relaunch?
We support your relaunch from structure, copy and technology through to go-live, and prepare your website for Google and AI search engines.
