A website migration can be intriguing but overwhelming at the same time. Why? Well, according to a recent study by SEMrush, 60% to 70% of websites lose organic traffic after migration if proper technical SEO measures aren’t taken.
Whether shifting to a new domain, rebranding, or upgrading your platform, you want to keep your SEO rankings intact. Website migrations without proper technical SEO strategies can lead to traffic drops, ranking losses, or even some broken links.
In this guide, we’ll explore the key steps and digital marketing strategies you need for a smooth migration that doesn’t hurt your SEO.
1. Plan before website migration
Change is a significant aspect of website migration, including structural and design changes. This may create problems with search engines crawling at your new site, leading to a loss in ranking. Therefore, a well-thought-out technological SEO plan will ensure that the effort spent earlier on the previous website will not go to waste.
Before initiating website migration, you must understand some common types of website migrations:
- Domain changes (moving from one domain to another)
- Platform changes (e.g., switching from WordPress to Shopify)
- Rebranding (changing the website’s structure or design)
Each one of these types of migrations requires a different approach, but successful underlying SEO strategies are consistently applied. Now, let’s move forward with the preparation for website migration.
2. Prepare for website migration
You must prepare yourself and your website before migration. Make sure you follow these 3 prior website migration steps to ensure no loss of data and SEO ranking.
Here they are:
- Set clear objectives: Set clear objectives, such as improving user experience or boosting SEO.
- Backup data: Always back up your website’s data before migration. Ensure that you have a secure copy of all content and settings.
- Identifying key pages: Identify and prioritize high-performing pages with substantial traffic or backlinks.
This pre-migration preparation will safeguard your data against any potential technical failures or data loss during the transition. Not only that but identifying key pages will ensure crucial pages are appropriately migrated to maintain SEO rankings and user engagement.
3. Start with the detailed website audit
Before website migration, you should perform a full audit of your site. The process will demonstrate your site’s actual performance and reveal the problems you want to solve before the migration process.
Pay attention to these errors during the website audit process:
- There should be no broken links and 404 errors.
- Check if there is no metadata.
- Mark those pages that are poorly optimized.
- Check if the website page load time is slow and update any outdated content.
A website audit ensures that you carry only the best elements from your previous site and leave behind any kind of content that can bring a bad case of negative SEO. It also helps prevent migrating issues that can have a destructive impact on post-migration rankings.
4. Implement effective technical SEO strategies
A solid technical SEO strategy is the backbone of a website migration. You must ensure that all the aspects of technical SEO are followed while migrating.
The essential focus should be on the following:
- 301 Redirects: All the old URLs must be 301 rerouted to their new counterparts. This will preserve user experience and will lead to the preservation of search engine rankings.
- Optimize URLs: Ensure the URL structure is friendly to your search engine. If not, then make sure that your URL is crips, structured, and has keywords in it.
- Metadata Updates: Add full-text meta descriptions, titles, and alt images for all pages.
- XML Sitemap: Create a new XML sitemap after migration and submit it to search engines to have your new site indexed properly. This will help search engines know that your website has been migrated and should be crawled accordingly.
All the technical SEO steps above will ensure that your site remains clean of any manipulative activity carried out by your post-migration.
5. Adapt your digital marketing strategies post-migration
After you have successfully migrated your website, you should adapt your digital marketing strategies in order to incorporate adjustments based on your new situation. Let your audience know about these changes:
- Publish newsletters or emails informing users of the change.
- Share the update with others using social media. This will also help in gaining some organic traffic.
- Update your content marketing efforts to align with the new website’s design and features.
Keeping your online marketing strategies aligned with the new website is crucial. It helps minimize the potential loss of traffic during the migration process. This approach also sets you up for growth. As a result, when traffic bounces back, you’ll be prepared to move forward smoothly.
6. Conduct a post-migration website audit
Right after you’ve successfully completed your website migration, do a more thorough website audit to find the remaining problems. This ensures your migration does not have adverse effects on your SEO rankings.
In this audit, focus on:
- Checking redirects: Ensure that all 301 redirects are working as they should be.
- Check crawl errors: Check for any crawler and indexation errors at Google Search Console. You must fix it if there are any errors.
- Page speed and user experience: Make sure that your website’s loading speed is fast and quick, which will ensure the best user experience.
After migration, the website must undergo an audit to solve all SEO-related issues that might occur and ensure everything is operational and functional.
7. Continue monitoring and optimizing
SEO is an ongoing process even after a successful website migration. Therefore, keep monitoring the performance of your website and implement technical SEO strategies to continually improve it.
Here’s what you can do post-migration for better search engine optimization:
- Search ranking monitor: Use tools such as Google Analytics and Search Console to check for changes in rankings.
- Regular audits: Start performing regular website audits to ensure that everything is working as intended. Google search console is best for audits.
- Scale the marketing efforts: Adjust your digital marketing strategies as needed to align with your evolving goals.
Optimize your site continually and track these top SEO metrics to avoid substantial loss in traffic after website migration.
Conclusion
A successful website migration demands more than just simply moving your files from one place to another. It’s about preserving your hard-earned SEO value and ensuring a smooth user experience. By conducting both pre- and post-migration website audits, you can identify and fix issues before they affect your site’s rankings.
Implementing sound technical SEO strategies will ensure proper crawling and indexing by the search engines of your new site. When executed correctly, a website migration can lead to better site performance, increased traffic, and more substantial search rankings. So, are you ready to thrive in this competitive digital landscape?
