
A website migration is a critical step in the evolution of your website, whether it is upgrading your platform, rebranding, or updating your content management system (CMS). Regrettably, website migration, if done without proper caution, could have dire consequences on your search engine optimization (SEO) efforts. The good news is that migration can be executed successfully with proper planning, and your site will retain its hard-earned rankings.
This post aims to provide a detailed understanding of the crucial steps for successful migration of your website while retaining the performance of its SEO efforts.
What is Website Migration?
Website migration defines any significant activity done to a website that could alter its structure, content, or underlying platform. The following are the most popular types of website migrations:
- Domain Migration: Alteration of your domain name (for example changing from oldsite.com to newsite.com).
- Platform Migration: Moving from one CMS to another, i.e., WordPress to Shopify.
- Server Migration: Changing hosting providers.
- Design Overhaul: Changing the structure and layout of your website, including the URLs.
- Protocol Migration: Changing HTTP to HTTPS for better security.
Regardless of the chosen variety of migration, there are always risks involved with SEO performance including loss of traffic, broken links, and visibility in result pages of search engines (SERPs).
Website Migration Strategy
It is essential to first analyze your website thoroughly before implementing the more technical aspects. Start with auditing tools such as Google Analytics, Google Search Console, or SEMRush. Scrupulously analyze these sources to identify performance highlights like high-ranking pages or backlinks.
Once you determine what works best, create a contrast report based on traffic and overall rankings to establish a clear understanding of your current standing in the online space.
New Structure Of The Site
After analyzing what works best for your business, create an overview of your site and plan how the pages and sections would fit together. Create organization charts with all the pages and subsections to establish a cohesive and logical scheme.
Additionally, determine how pages should be separated, combined, removed permanently, or shifted to a different section.
URL Transfer Strategy
Make a list of all existing URLs and arrange them logically. Implement a 301 redirection strategy to ensure there is no negative SEO impact during the migration process.
Copying Your Current Website Foundation
Create a comprehensive archive of your site, including all content, images, and databases. This ensures nothing is lost during migration.
Team Collaboration For Better Results
Involve developers, designers, and marketers to address any issues that may arise during the migration process.
Configuration Layout
For better results, create a staging website for testing and optimization before going live. Analyze different variations of your website and identify the best-performing version.
Mobile-Friendliness: Ensure your website is mobile-friendly, as Google prioritizes mobile versions when indexing sites.
Update Robots.txt and Sitemap Files: Make updates in your robots.txt file and create a new XML sitemap to submit to Bing and Google.
Set Up HTTPS: Use SSL certificates to create a secure site and boost visitor trust.
What To Do After Migration
- Verifying Everything:Â Check that all redirected links point correctly and resolve broken links immediately.
- Update External Links:Â Contact external websites pointing to your old URLs and provide them with updated ones.
- Submit Redesigned Sitemap:Â Speed up the indexing process by submitting updated XML sitemaps to search engines.
- Monitor Performance:Â Analyze metrics such as traffic, rankings, and bounce rates daily for at least a month post-migration.
- Resolve Issues:Â Identify and address problems such as duplicated content, missing redirects, or slow page loading times.
Using Website Migration to Boost SEO: Best Practices
Communicate changes to users and search engines, retain valuable content, monitor backlinks, avoid duplicate content, and track user behavior using analytics.
Website Migration Common Mistakes To Avoid
Avoid errors like creating improper redirects, neglecting mobile optimization, and ignoring performance monitoring post-migration. Ensure the migration process occurs during low-traffic periods to minimize disruptions.
Questions People Ask Regarding Website Migration and SEO
- How does URL changing affect SEO rankings? URL changes can cause temporary ranking drops but can be mitigated with proper planning.
- What is the recovery time post-migration? Recovery time depends on the scope of migration, typically ranging from 2-4 weeks.
- What is 301 redirect and its relevance? A 301 redirect forwards users from one URL to another, preserving SEO value and trust.
- Is it possible to keep the same page views during migration? With careful planning and testing, traffic dips can be minimized.
- Should I alert my audience about the change? Informing users about migration can prevent confusion and ensure a smooth transition.
Conclusion
Move your websites with care and prioritize SEO throughout the process. With a well-executed strategy, it is possible to migrate a website without sacrificing its SEO value. Rely on professionals if necessary, and monitor post-migration performance to address any emerging issues. Proper planning and execution can ensure a successful migration experience.