Website Migration Process For SEO

Migrating websites is a common occurrence in the B2B and B2C markets. What are the key considerations?

It’s necessary for businesses who are undertaking the following tasks:

  • New sub domains
  • New domain names
  • Changing sitemaps
  • Changing servers
  • Migrating CMS systems (themes, plugins, databases, etc)
  • Changing hosts
  • International expansion and new domain strategies
  • New designs, rebranding – including new content, themes, layouts and website infrastructure (brand new sites)

The impact on SEO (search engine optimization) and search engine results can be significant, so extreme care must be taken when planning for SEO and website migrations. Businesses cannot afford to lose traffic, drops in ranking, page authority loss, duplicate content confusion, dilution of link “juice”, to name a few likely issues.

Here are some key points to consider:

Before and after snapshots:

  • Ranking reports
  • Listing of top organic pages
  • Total indexed pages
  • Broken links
  • Duplicate content
  • Site performance
  • Meta data and links (titles, descriptions, H<x> Tags, URLs, Sources, PageViews, 301 Redirection and grouping)
  • Web analytics traffic patterns, behaviors and overall engagement (conversions)
  • Internal and external link audit and matching to new locations
  • Spider of all pages and storage of all meta elements and content

Sanitation and website health improvement:

  • Tracking and removing dead/thin/non-useful pages (old blog posts, low/no value pages, archive pages, etc)
  • Streamlining of URLs and better keyword to URL matching (including redirects)
  • Outbound link authority strategy review and addition of new links
  • Long tail title tag review and improvement
  • Key pages – expansion to include at least 1,200 words on essential pages, providing valuable resources
  • Google Search Console integration and monitoring
  • Robots.txt review and upgrade
  • SSL inclusion

These are some of the important considerations when migrating websites and ensuring success for SEO, users and search engines overall.

Measuring success and overall impact after migration of your website will lay in the hands of your webmaster and marketing (SEO) teams. Reports and dashboards should be made available to executives and key stake holders.

Contact us for a quote.