AMAI pre-migration SEO and discoverability baseline

Organic snapshot

Where the site stands today

Semrush US estimates. This is the rankings and visibility baseline to re-pull and diff after cutover.

5,527

organic keywords

424

in positions 1 to 3

13,301

est. organic visits / mo

$125,854

est. traffic value

authority score

1,612

referring domains

4,232

keywords triggering AI Overviews

FAQ rich results (vs 5,047 PAA)

Answer engines

The risk the migration most easily breaks

A lift-and-shift that keeps rankings can still lose the traffic that never reaches a results page. For a physician audience researching insurance in natural language, that traffic is already large here.

AI exposure is real, and unmeasured

4,232

keywords already surface an AI Overview on amainsure.com. Answer engines do not execute JavaScript, so any content that renders through AJAX after the move disappears from their index while looking perfect to a human and to a visual-regression test. The site also holds zero FAQ rich results despite 5,047 People-Also-Ask keywords, which is an open opportunity, not just a risk.

Technical crawl

Shape of the site

Screaming Frog, full crawl with JavaScript rendering. 606 URLs crawled. The indexable content set is the real migration inventory.

Measure	Count	Read
Internal URLs	277	Everything the crawler reached
HTML pages	224	Of which 172 indexable, 105 not
Indexable content pages	128	The true inventory to migrate and 301-map one to one
Status 200	216	Healthy
Status 301 (internal)	30	Existing redirect rules to import into Drupal
Status 404	22	Broken links on the live site today

Fix, do not carry forward

What the crawl found to clean up

Pre-existing issues worth fixing inside the migration, since every page is being touched anyway.

22 live 404s. A handful are real dead pages (medicare-part-d, travel, longterm-disability, pure-life, buy-resident-disability-insurance); the rest are old campaign-tagged ad and social URLs. Redirect the real ones, let the campaign URLs die.
30 existing 301s to preserve. These include the www to non-www normalization (lock amainsure.com as the single canonical), product renames (disabilitypro to ama-sponsored, /mpl), and privacy-policy moves. A few are malformed with double slashes or truncated targets, so clean them rather than replicate.
48 indexable pages have no H1. The clearest on-page gap. Worth fixing in the Drupal templates during the rebuild.
Metadata hygiene. 55 titles over 60 characters, 58 meta descriptions over 160, 5 duplicate descriptions, 2 missing. Canonicals are present on every page, and content depth is healthy at about 1,200 words per page with no thin pages.

Rank tracking

Keyword set to monitor through cutover

35 keywords configured for Conductor, each pinned to a preferred URL so a post-migration drop points at the exact page that broke, grouped by cluster.

Cluster	Role	Example terms (US volume)
Brand & navigational	early warning	ama insurance (2,400), provider portal (1,600)
Malpractice / liability	core strength	claims made vs occurrence (2,900), tail insurance (1,000)
Physician disability	winnable	physician disability insurance (1,000), own occupation (720)
Life insurance	product	physician life insurance (720), ama life insurance (260)
Health / Medicare / other	watch	international health insurance (8,100, hard), medicare supplement plans (40,500, hard)

Status

Captured, and still outstanding

Captured

Semrush rankings, visibility and backlink baseline
Full Screaming Frog technical crawl, with the 404 and redirect lists extracted
Conductor keyword tracking set with preferred URLs

Outstanding (access-gated, time-sensitive)

GA4 and Search Console exports. The only true record of sessions, clicks, impressions and position, and it cannot be reconstructed after cutover. Request read access now.
Conductor AI-citation baseline. amainsure.com is not yet a Conductor web property, so the answer-engine reading needs the account set up before content freeze.

The one principle to hold

Only retire or redirect a page once a destination can take over the queries it ranks for, and capture every baseline while WordPress is live. Measured before, measured after, nothing left to guesswork.