Amtivo Shortlisted for Best SEO Campaign 2025

Amtivo celebrate their SEO strategy, technical precision, and Group-wide digital cohesion.

Amtivo is proud to be shortlisted for “Best SEO Campaign” at the UK Search Awards 2025 – recognition of our commitment to digital excellence and brand integration across our certification services.

The shortlisted entry “Amtivo (Supported by The Structured Data Company & Submerge) – British Assessment Bureau Website Migration” highlights our approach to future-facing SEO and entity-led transformation within the certification sector.

British Assessment Bureau is a UKAS-accredited certification body and part of Amtivo Group. Our UKAS accreditation provides assurance that every ISO certificate we issue is recognised worldwide, and all carry the trusted ‘Crown & Tick’ mark – a symbol of credibility and confidence that comes with Government-endorsed certification. This campaign formed part of our wider strategy to create a unified, scalable and technically robust digital framework that supports all current and future brands within Amtivo Group.

Campaign overview: A digital migration with strategic intent

The nominated project involved migrating the legacy website of British Assessment Bureau – Amtivo’s largest and most established certification body – onto the Group’s main digital platform: amtivo.com

More than a content shift, this was a strategic initiative designed to:

• Preserve search equity and protect British Assessment Bureau’s long-standing visibility.
• Strengthen SEO performance through technical improvements and structured data.
• Support future acquisitions by building a scalable, standards-based digital framework.
• Provide a consistent customer experience across the Group’s certification offerings.

How we delivered it: SEO-first execution at scale

Our team, working closely with The Structured Data Company and Submerge, applied a phased, cluster-by-cluster migration approach. The technical implementation focused on three priorities:

• Clarity for users and search engines
  By adopting semantic structures, structured data, and entity linking, we clarified the relationship between British Assessment Bureau, Amtivo, and the services we deliver.
• Preserving and enhancing performance
  Legacy content underwent a strategic audit using a Keep/Kill/Combine model. Core service pages were rewritten to better align with search intent, improve crawlability, and strengthen internal linking.
• Scalable architecture for the future
  Each ISO standard was migrated into a defined topical cluster under “/standards/iso-xxxx/”, creating a consistent structure that will be reused across future brand integrations.

Importantly, the approach was designed to be repeatable. It now serves as a blueprint for further Group migrations, minimising risk while maximising brand and performance gains.

Why this mattered for Amtivo

As the UK arm of a growing international group of certification bodies, British Assessment Bureau is responsible for delivering certification services to thousands of businesses across the UK. A clear and accessible digital platform for the group is essential to supporting that mission.

This campaign demonstrated that:

• SEO can be an enabler of organisational clarity, not just traffic growth.
• Website migrations can be handled without compromising trust.
• Technical search strategy has a critical role to play in long-term digital alignment within compliance-focused industries.

The result? A migration that didn’t just maintain performance, it set a new benchmark.

Impact at a glance

• +50% organic traffic on Google (H1 2025), with Bing traffic up +186%
• 655 legacy pages reviewed and streamlined
• 14 ISO standards successfully migrated under the new structure
• No disruption to inbound MQL volumes, with organic search continuing to drive around 40% of leads

These results underscore our belief that compliance and innovation are not mutually exclusive – they’re mutually reinforcing.

What this recognition means

This shortlist is a reflection of the collaborative, cross-functional effort within Amtivo – from technical SEO teams to senior leadership, marketing, and IT. It reinforces our belief that well-planned, structured, and standards-aligned digital initiatives drive real, measurable results.

“We’re delighted to be shortlisted for Best SEO Campaign at the UK Search Awards. This recognition reflects the skill and dedication of everyone involved in delivering the successful migration of the British Assessment Bureau website.

The project brought together teams across Amtivo – supported by The Structured Data Company and Submerge – to create a stronger, more connected digital experience for our clients. Every decision was led by data, collaboration, and a clear vision for how our brands grow together.

Being recognised at this level reinforces the importance of thoughtful, evidence-based marketing, and the value of building lasting trust through meaningful digital experiences.”, says David English, Group Marketing Director at Amtivo.

British Assessment Bureau is rebranding in 2026

The website migration also laid important foundations for the next stage of British Assessment Bureau’s journey, as the business prepares to rebrand as Amtivo in autumn 2026. This change brings the organisation fully in line with the wider Amtivo Group and strengthens its ability to deliver even greater value to clients under one global brand.

While the name will change, everything clients trust about British Assessment Bureau will remain the same – including its people, services, accreditation, and commitment to supporting organisations with dependable certification. Unifying all Group companies under a single brand will provide deeper expertise and a more seamless experience for clients.

About Amtivo

Amtivo Group is an accredited certification body delivering certification, training, and technology-enabled services. We support clients in demonstrating conformance to internationally recognised standards – including ISO 9001, ISO 14001, ISO 27001, ISO 45001 and more.

As an international Group, Amtivo brings together global expertise with local delivery. Our work enables businesses to strengthen their management systems, manage risk effectively, and grow with confidence.

Learn more about our UK services at the new online home of British Assessment Bureau, at amtivo.com/uk

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