M&A Centralized HTTPS & Redirect Management for Acquired Domains ((NO, FI, SE, DK)

Purpose
Establish a group‑wide model for handling HTTPS and domain redirects during acquisitions, ensuring digital value is preserved, risks are minimized, and integrations are executed consistently.

Background
Acquisitions involve taking over domains and digital traffic. Poor handling can cause loss of traffic, reduced SEO value, brand trust issues, and increased technical debt. Internal routines show that domain transfers are already part of the integration process, but a standardized approach for HTTPS and redirect management is missing.

Today, redirects are administered via CSC (which does not support HTTPS), but Ahlsell has the ability to initiate HTTPS through a tool that developers have access to.

Target State

• Full overview of the group’s domain portfolio

• Secure HTTPS on all domains

• Standardized permanent redirect structure

• Clear ownership and process

• Embedded in the M&A playbook

Business Value

• Protects acquired digital assets (traffic, ranking, leads)

• Reduces operational and brand‑related risks

• Improves scalability and consistency in future integrations

• Lowers external dependency and cost

Scope

• Inventory of domains during acquisitions

• Definition of shared HTTPS and redirect standards