What do you need to know before migrating a website?
Whether it’s a redesign, a complete platform migration, or a single site domain change, there are two basic rules to remember.
The whole equals the sum of its parts
Search engines are not people, and the expression “The whole is greater than the sum of its parts” does not apply when talking about site migration.
Your website’s ranking score depends on various factors and each web page:
- created content
- internal links
- page speed
- user experience
Each web page’s ranking determines the website’s overall ranking score and performance. Therefore, what you don’t transfer to the new website will result in a loss of overall ranking.
Unfortunately, a poorly planned and executed migration could lead to a drop in organic impressions, clicks and potential conversions. We’ve migrated hundreds of online stores with organic traffic of more than 1,000,000 unique visitors monthly. That’s how we know the specific steps needed to avoid such complications and how to help your business succeed.
The web page contains its own history
Google indexes every web page based on its URL address and ranks it according to its content, relevance and user activity. The page’s performance depends primarily on these three factors.
However, many other internal and external factors could affect it. That’s why every new page starts to rank again and is affected by the overall website ranking score.
If you change a web page’s address (URL), it will begin the ranking process all over again unless you redirect it to its new address (typically with a 301 redirect, which is a permanent redirect, as opposed to a 302, which is temporary).
The same goes for replacing created content or changing how users interact with the page (UX).
How can we contribute to a successful site migration?
We’ve migrated hundreds of online stores with an organic traffic of more than 1,000,000 unique visitors a month thanks to our technical SEO specialists – developers with years of experience in the field.
We will consult and help you throughout each step of the migration process to minimize the possibility of negative effects of each change you want to make.
We often receive inquiries from customers whose online stores have suffered from an unsuccessful migration. Unfortunately, in most cases, it’s too late to plan the necessary SEO tasks and course of action if the migration is complete.
Our team of technical specialists is ready to plan important tasks in a timely manner before the migration begins and help you preserve as much of your existing organic traffic as possible.
Before site migration
We perform a technical audit of the current/existing website:
We perform a technical audit of the new website (demo site or staging) before migration (after it’s ready but before it’s replaced):
Post-audit migration support
We work directly with the client’s web developers to fix any errors or gaps found during the technical audit of the staging site before the site goes live.
We perform a keyword analysis:
Building a semantic core
We analyze all the phrases crucial to your business goals but not included in your current strategy.
We present them in a document together with potential opportunities:
We develop a Content Marketing strategy:
Semantic analysis of the content
We will perform a semantic analysis of the entire content that will be created according to our strategy (rewritten or new).
Several elements comprise the semantic analysis:
After site migration
Post-migration technical audit
We perform a new technical audit immediately after the migration is complete to ensure the migration is successful from a technical SEO point of view.
We analyze various factors:
We monitor site performance after the migration:
Do you have any questions? See more in our blog or give us a call.
Don’t risk losing the organic traffic you earned over the years if you are about to migrate your website! Instead, seek professional assistance to guarantee a successful migration.