Companies transform, the internet changes, technology evolves, and strategies improve. These are the inevitabilities that you will notice as you begin your marketing job. One of the most daunting assignments is the website migration SEO strategy. It’s revamping the website; the files, content, and technology will have to be moved, updated, or integrated. There is no easy way to perform site migrations, and different methods usually yield different results. It’s most likely similar to the concept of acquiring another company, and you have to move the other firm’s website to yours. Or you have to go through the rebranding process and start fresh. At times, Google requires you to move to a secure server, and you have to update and adapt to the latest protocol.
Essentially, you have to adjust to these factors without destroying what you’ve established from the past. But whatever you call it, website migration SEO strategy is crucial to any business.
Site Migration defined
When talking about website migration SEO strategy, it involves migrating a site from a domain to a new one. Several cases require a deeper migration like switching servers, creating or integrating different branded subdomains, and CMS platforms. But it primarily pertains to transferring from one site domain to another.
A common type of migration is the HTTP domain migrating to the HTTPS, the more secure one. This migration still poses SEO issues for someone who is not familiar with the process and if they don’t have the proper SEO platform and technical assistance.
Essential Factors to Consider
Ensure That the New Website is Safe
Ensuring that the website you are about to migrate is safer than the old one is a no-brainer. However, there are web developers who are too eager when they perform a website migration SEO strategy. They end up caught up in a conundrum of source code and sluggish loading time.
Before moving to the new site, check if the site is cleaner, faster, and more SEO-friendly than the one you’re giving up. Without all these precautionary measures, you’ll only end up in a mess that is much more complicated than site migration.
Create a Through Redirect Map
This step is imperative in the process of a website migration SEO strategy. The reason behind this essence is that search engines require information about your move to a different website, and they necessitate clear instructions of the change in address. Otherwise, the link equity you’ve gathered throughout the years and the aggregate keyword rankings (track it by keyword tracking tool) you’ve acquired will be lost. Bring all the URLs on the website and redirect them to the corresponding URLs in the new site.
Perform it Gradually
Site migration should not be done in a hurry. The process necessitates good coordination among the team members who rarely speak and have similar technical knowledge. It is wise to conduct a soft test on a sub-domain to ensure that everyone is on the same page. Through this method, breakdowns and issues are efficiently dealt with. The damage can quickly be controlled because you can address the specific team member instead of pressuring the entire time to find a solution. Traffic can inevitably go down when a problem occurs during the process of migration.
Don’t Delay the Inevitable
After going through the test, checking on the tools, and setting up dashboards, go straight to the main job. It is discouraged to delay the rolling out of the new website. The website migration SEO strategy doesn’t take a day or two to be finished. If you take a lot of time to perform the migration, search engines begin to be confused and commence with serving various URLs in their index. Avoid missing the chance of boosting your traffic due to the delay. Implement the site migration process as soon as possible.
Spread the Word Immediately
Another challenging element of migrating a website is disseminating the information about the move. Your clients may have linked your old site, shared it with their friends online and bookmarked it for convenience. But you have to put an end to that and tell them that you’re moving to a new one.
Dealing with this entire marketing issue is best handled by the PR and social media division. They have to be proactive in delivering the important news before, during, and after the procedure. Perhaps organizing a pre-launch promotional ad will help in spreading the word. A landing page that says “change is coming” or “soon” on the new domain can be useful while working on the other technical things.