Changing a publisher's website is not primarily a visual exercise. When years of articles, categories, tags and links sit behind a homepage, redesign means deciding what should change without breaking what continues to create value.

For Gioconews, through Marketing Multimedia, I managed the project and client relationship for the new editorial portal, working closely with Alessio Crisantemi and the teams involved. The project included a new website and a migration from the previous Joomla CMS to the company's proprietary CMS.

The migration readers should not notice

An editorial archive contains far more relationships than a page reveals: indexed URLs, taxonomies, tags, internal links and newsroom habits. The migration therefore had to preserve valuable addresses and handle changed ones correctly, preventing the redesign from producing missing pages or breaking continuity in search engines.

Google recommends mapping old URLs precisely to their new destinations and using permanent redirects when an address changes. In this project, that SEO principle was not a task added after the build: it belonged to the architecture and migration from the start.

Coordinating product, newsroom and technology

The site had to look more modern, but above all it had to keep working as an editorial tool. That meant holding together the public frontend, the newsroom back office and the structure of imported content. As project and account manager, my job was to maintain dialogue between client and team, clarify priorities and carry decisions through release.

The case connects directly with the theme of invisible work: when the result is simple navigation, nearly all the complexity resolved remains behind the screen.

SEO as continuity, not decoration

For an editorial product, SEO is not about adding keywords at the end. It is also preservation: allowing readers and search engines to find an existing body of work after a technology change. Gioconews left me with this lesson: a successful migration does not erase a product's history to make its present look new.