Turning Marketing Chaos into Digital Zen SEO: Following the Natural Flow

A long time ago… 😀, a business with a strong YouTube presence decided to create two brand verticals – two websites providing the same service with slight differences: one focused on online services, the other on personally provided services.

It seems the idea was to create two distinct experiences.

Site A was designed to feel exclusive and premium, reinforcing trust and authority, while Site B aimed to be accessible and scalable, appealing to a wider audience.

In terms of audience reach, Site A focused on a narrow, high-intent group — smaller traffic, but highly qualified visitors with a clear path to conversion. Site B, by contrast, targeted a broader, global audience, attracting more traffic with self-guided engagement and lower immediate conversion intent.

The content strategy reflected these differences. Site A offered curated, in-depth, high-touch content, keeping visitors engaged for longer. Site B prioritized scalable, modular content for self-service interaction, spreading engagement across multiple pages and modules.

The reality is that both websites offer the same or very similar products. This overlap can cause search engines to view the content as duplicate, potentially leading to SEO penalties or diluted authority.

Statistics show an initial organic spike, followed by a settling at lower levels.

Site A

Site B

An SEO immediately can say “Cannibalization”

Yeah, but Cannibalization in classic SEO terms is when two pages compete for the same keyword, which can lower rankings or split clicks.

In our scenario, both sites belong to the same company, so even if they compete in search, the end goal (conversion, sale, lead) stays within the company.

Additional Challenge

All of this is wrapped nicely in additional complications: the two brands/websites of the same business, offering the same variety of products, are based on one all-in-one marketing solution: Kajabi.

For those who are not familiar with it:

Kajabi is an all-in-one CMS and platform for creators to build websites, host online courses, manage memberships, run email marketing, and process payments. It’s tailored for digital products rather than general websites.

Here’s a short comparison with WordPress:

Kajabi

• Focus: Online courses, memberships, coaching, digital products.
• Hosting: Fully hosted (no server setup).
• Features: Built-in email marketing, sales funnels, payments, CRM.
• Flexibility: Limited design/customization compared to open CMS.
• Best for: Non-technical users wanting an all-in-one solution.

WordPress (traditional CMS)

• Focus: General websites, blogs, e-commerce, anything.
• Hosting: Self-hosted (need domain + hosting).
• Features: Plugins/themes for unlimited customization.
• Flexibility: Highly customizable, but requires more setup/maintenance.
• Best for: Users who need flexibility and control.

The Problem

The client is losing not only traffic but also revenue.

Tons of opportunities exist based on the nature of the all-in-one solution.

Migration is almost impossible because of the limitations of such platforms, which are great for non-technical clients but difficult to improve once you reach their boundaries.

All my SEO instincts were screaming – “go away from this client” because all my experience pointed to drastic changes that most probably would end up destroying the business completely 😀 😀 😀

Why moving from Kajabi to another CMS is challenging

• Kajabi doesn’t provide full HTML or database exports for pages, blog posts, or product setups.
• Digital products, memberships, and course structures usually require manual migration.
• Kajabi Cart, subscriptions, and payment integrations aren’t easily transferable.
• User accounts, memberships, and course progress usually cannot be exported, meaning users may need to re-register unless you use a migration tool.
• Kajabi’s email sequences, pipelines, and automations have to be recreated manually in the new platform.

In short, migrating is possible but often time-consuming, technically complex, and risk-prone, especially if the shop, courses and email sequences are heavily used.

The trade-off with all-in-one platforms like Kajabi:

• Pros: Easy setup, no technical maintenance, integrated tools (courses, shop, emails).
• Cons: Limited flexibility, harder to migrate later, and SEO/customization constraints.

If you start on Kajabi, you’re somewhat “trapped” because moving away is time-consuming and risky, especially with products, memberships, and traffic already established.

The key is: Kajabi is ideal if you prioritize speed and simplicity over long-term flexibility.

So, what to do?

Divide into short- and long-term actions.

That’s the sensible short-term strategy in this case:

• Leave both sites and the subdomain as they are, and avoid risky migrations or consolidations.
• Focus on improving what already works: Optimize the main site pages that drive traffic and conversions, additionally creating semantically related content for these clusters. Optimize subdomain shop pages that convert well. Fix on-page SEO, internal linking, and speed where needed.
• Avoid creating unnecessary changes that could harm existing rankings or confuse Google.
• Monitor performance – track traffic, conversions, and rankings per site/page to see which improvements actually help.

The idea is to follow the existing natural flow:

• Keep the current site structure, URLs, and content largely intact.
• Focus on enhancing what’s already working: SEO tweaks, internal linking, content quality, speed, and conversion paths.
• Avoid major migrations or consolidations that could disrupt traffic.
• Track performance carefully to guide incremental improvements rather than forcing changes.

It’s essentially optimizing along the path users and Google already follow, minimizing risk while boosting results.

Conclusion

Running away from challenges is against my nature…and also I’m too old to be able to do it fast 😀. Now, seriously – for me, the most important thing is always to help my clients.

In this case, the priorities were:

1. Make sure the client clearly understood the situation.
2. Implement short-term solutions (as mentioned above).
3. Reevaluate their ambitions and business goals: will they keep growing or just want to recover some positions?
4. Conduct a technical analysis – what they are using, not just the current marketing setup, and whether migration would bring benefits.
5. Analyze all in the context of the new AI reality and decide the next steps.

All this case shows the importance of the first choice of business model, platform, and strategy — and how crucial it is, if you can’t make the decisions alone, to find the right person or company to advise you.

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