Case Study
Bustem
Streamlined domains, eliminated errors, and restored full SEO authority.
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Introduction and Overview
Bustem, a rapidly growing B2B SaaS platform specializing in brand protection and DMCA takedown services, was facing critical SEO challenges that threatened their aggressive growth trajectory.
The platform helps brands "bust copycats in seconds" through automated detection and rapid takedown of fake products, clone websites, and trademark infringements across TikTok, Amazon, and other major e-commerce platforms.
Having achieved an impressive $1M ARR in just 60 days, Bustem's success depends heavily on organic search visibility to reach e-commerce brands actively searching for brand protection solutions. However, after completing their domain migration from .co to bustem.com, multiple domain variants remained accessible, creating a fragmented online presence that was diluting their search authority and confusing potential customers who needed urgent brand protection services.
Metric | Before | After | Improvement |
|---|---|---|---|
Site Health Score | 10 | 66 | +56 (+560%) |
Domain Rating | 15 | 17 | +2 (+13%) |
Referring Domains | 215 | 233 | +18 (+8%) |
Redirects | 2–3 hops | 3 total | Single hop |
Broken Links | 1 | 0 | -1 (100% reduction) |
Domain Variants | 4+ accessible | 1 canonical | 75% reduction |
SSL Coverage | Partial | 100% | Complete HTTPS |
Crawl Errors | 525 errors on www | 0 errors | 100% elimination |
Canonical Structure | Fragmented | Unified | Complete consolidation |
The Challenge
The Challenge: Bustem's website was accessible through multiple domain variants, creating several critical issues:
SEO Equity Dilution: Search rankings and backlink authority split across .co and .com domains
Duplicate Content Issues: Google indexing identical content on multiple URLs
User Experience Problems: Inconsistent redirects causing confusion and occasional 525 errors
Analytics Fragmentation: Traffic data scattered across multiple domain versions
Multi-hop Redirects: Some URL chains required 2+ redirects, slowing load times
Brand Confusion: Multiple active domains diluting brand recognition
What We Did
Our Solution
Solution
Strategic Approach: Implemented a comprehensive domain consolidation strategy using Cloudflare redirect rules to establish https://bustem.com as the single canonical destination for all traffic.
Technical Implementation:
Phase 1: Legacy Domain Migration (.co to .com)
Created "co to com" rule in Cloudflare bustem.co zone
Match condition:
http.host in {"bustem.co", "www.bustem.co"}Action: 301 redirect to
concat("https://bustem.com", http.request.uri.path)Preserved all query strings for analytics tracking
Phase 2: Canonical Domain Establishment (.com zone)
Rule 1 "www to apex": Redirected www.bustem.com to https://bustem.com
Rule 2 "http to https": Forced secure connections for all bustem.com traffic
Maintained path and query parameter preservation
Phase 3: Infrastructure Optimization
Enabled Cloudflare proxy for bustem.com A records
Configured SSL/TLS encryption mode to "Full"
Activated Universal SSL certificates
Optimized DNS settings for performance
The Results
Within weeks of implementation, Bustem’s search infrastructure transformed from fragmented to fully unified. Site Health climbed from 10 to 66 — a 560% improvement — while Domain Rating rose by 13% and referring domains grew by 8%, reflecting renewed trust and authority. All 525 crawl errors were eliminated, broken links reduced to zero, and four competing domain variants were consolidated into a single canonical version. With complete HTTPS coverage, single-hop redirects, and a fully unified canonical structure, Bustem now operates from one clean, authoritative domain — boosting visibility, reinforcing brand trust, and securing stronger AI referencing across search ecosystems.
