A Step-By-Step Guide For Website Migration That Keeps SEO & Traffic Intact

If you’re a web site proprietor, chances are high you’ll face the problem of overhauling your web site sometime. Website migration is the method of adjusting a web site’s location, platform, design, or construction so your internet presence can develop.

Website migration is an thrilling but sophisticated course of. Even the smallest of errors can value you when it comes to conversions and search engine rankings.

You want a superb cause emigrate your web site, as a result of not solely is it a frightening activity, however the repercussions may be devastating. Site migration is, nonetheless, an incredible alternative to repair legacy points.

The commonest causes emigrate are:

  • Changing your URL.
  • Merging content material from a number of web sites.
  • Redesigning your web site and revamping the content material.
  • Changing your web site structure.
  • Switching from HTTP to HTTPS.
  • Switching internet hosting suppliers.
  • Switching domains.
  • Adding or altering to a cell web site.

Source: Pixabay

While you is likely to be migrating your web site for the sake of enchancment, it’s not risk-free. Yes, web site migration is a problem-solving necessity, however your SEO and visitors will inevitably be impacted by the modifications you make.

To obtain a profitable web site migration, you want to carry it out with military-level precision. This is to make sure you don’t compromise your buyer engagement methods or every other progress plans you’ve got in place.

Below, we’ve listed an important steps so that you don’t fall sufferer to poor planning and have a sturdy migration guidelines at hand.

Phase 1: Scope and Planning

Define the challenge’s scope

Make positive you’re clear concerning the goals of your migration proper from the start. These will assist handle expectations and outline the timeline for the challenge. Suppose you’ve got a voice over web protocol (VoIP) enterprise.

You want to provide VoIP for enterprise customers via your cell app reasonably than simply your web site. Such a change is kind of totally different from merely transferring a web site to HTTPS from HTTP, for instance.

You should plan for the modifications you’re making as a result of web site migrations may be complicated and span a number of months. Due diligence in processes, high quality assurance and testing is essential, so it’s possible you’ll need to look into software program testing blogs for reference in preparation. Regardless of the ultimate goal, the preliminary goal needs to be to retain the positioning’s visitors ranges and search engine rankings. Your subsequent goals may be associated to progress.

Designate duties and timelines

Every deliverable ought to have an anticipated completion date and every activity wants an proprietor. You want wonderful coordination throughout a number of groups, although they gained’t all communicate the identical technical language.

Lock bodily conferences, internet conferences, and video conferencing into the calendar for your entire migration interval to make sure groups collaborate to fulfill deadlines. To assist facilitate conferences, you may additionally use collaboration instruments like whiteboard apps. Also, determine dependencies so everyone seems to be conscious of what’s taking place.

Pre-migration duties

To forestall your migration from leading to a tangled mess of code and gradual load occasions, guarantee the next duties are accomplished:

  1. Crawl the prevailing web site. Use a web site crawler and see how engines like google view your SEO information.
  2. Record your benchmarks. Your SEO metrics may get erased throughout knowledge migration so retain them to see how profitable your earlier web site was.
  3. If you need your SEO technique to work simply in addition to earlier than, retain titles, meta descriptions, and HTML markups.
  4. Try out the brand new web site on a check server (aka sandbox) earlier than the official migration. This will aid you carry out agile testing for efficiency analysis, performance checks, and knowledge migration checks, guaranteeing a seamless transition.
  5. Avoid peak hours and days when deciding on a migration date.
  6. Discourage engines like google from crawling your staging web site.

Source: Pixabay

Phase 2: Migration

You’ve deliberate and ready for this, and migration day is lastly right here. If you’ve accomplished the entire above pre-launch steps, you’re prepared. Now you want to:

Institute a 301 Redirect Map and replace the positioning’s DNS settings

Redirect your URLs. This will assist divert visitors from the previous URL and retain the authority the previous web page has constructed with Google.

Back to our instance of a VoIP enterprise. It doesn’t matter in case you have 100 blogs on VoIP vs landline for enterprise; all these URLs have to be replicated and redirected.

Your content helps construct your search rating. Search engines want an express change of deal with instruction. Your hyperlink fairness and key phrase rankings will disappear if you happen to don’t redirect all your URLs.

Part of the method of migration contains “pointing” to the positioning’s new location. Your internet hosting supplier ought to be capable of assist.


Set your forwarding redirects, unpublish the previous web site, and launch the brand new one. If you’re not altering to a brand new server or platform, your migration needs to be instant. With DNS modifications, it might probably take some time for web sites to change into lively.

Migration Checklist

Once the positioning is reside, tick off the next factors to make sure migration success:

  1. Check for correct indexability and crawlability to make sure your SEO works.
  2. Find lacking and duplicate content material.
  3. Check for 404 errors and damaged hyperlinks.
  4. Ensure Google Analytics is applied.
  5. Save the date of migration in Google Analytics to check efficiency pre and post-migration.
  6. Invite Google to crawl the brand new web site by submitting the sitemap on Google Search Console.

Phase 3: Post-migration

After the migration, you’ll discover that visitors and efficiency aren’t one of the best some days. That’s to be anticipated. If you retain a pulse in your analytics, you possibly can keep away from lacking an enormous drawback. You have to run web site audits usually and have your publishers replace backlinks.

Quality management and efficiency monitoring have to be ongoing. Crowd testing is a contemporary strategy to QA and may help if the brand new web site is experiencing extra hiccups than traditional. For agile groups, there can be important benefit in exploratory testing as nicely.

Congratulations! You have efficiently accomplished your web site migration. Web migration is a prolonged course of, but it surely’s value it in the long run. Remember to acknowledge the laborious work every member of the group put in and have fun your collective win- for distant groups, you may even host a digital celebration. If you’ve adopted the information above, your SEO technique may have remained intact. You can now focus on advertising and marketing and publishing wonderful new content material to additional enhance your search engine rankings and conversions.

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