If you’re redesigning, re-organising, or re-branding your organisation’s website, you need to consider the impact that website migration can have on your organic traffic. Early planning will provide a more effective route to preserving and increasing your SEO performance.
By involving SEO at every stage of the website migration process you will protect your existing levels of organic traffic. When properly considered, SEO-led website migrations can positively impact your organic performance.
We have executed successful website migrations for a range of organisations, and in many cases we saw an increase in organic traffic. During the migration process, we conduct a number of pre, mid and post-migration checks in order to navigate potential pitfalls.
Benefits of SEO migration.
By establishing an SEO-led website migration strategy, you will avoid taking a hit to your website’s organic traffic. We will work closely with you to ensure every part of your website’s SEO is considered at every stage.
Our first task is to make sure any existing SEO problems aren’t carried over to the new website. Then we will ensure that search engines can find all your newly migrated pages on your new website, and are indexing that content appropriately. Our aim is to ensure that authority built up from the existing site is carried over in the migration.
Our approach to website migration.
Our pre-migration service starts with reviewing Google Analytics and Tag Manager to ensure they are set up correctly and that data will continue to be tracked properly once the new site is launched. We will then outline your objectives for the new website and devise a strategy to achieve them. Working closely with you, we will lay out the scope of the migration project, including mapping all migrating URLs and redirects. Finally, we will review the sitemap, wireframes, IA and silo structure of your new website, and test the staging site to ensure there are no issues.
Our on-migration work includes a thorough safety check of the website. We will review each aspect of the migration plan to make sure it has been executed properly. On-migration tests also make sure that all key content is crawlable and indexable, and that tracking and redirects are working as expected.
Once the switch to your new website has taken place, and search engine responses to it have settled, we will closely monitor the organic traffic and keyword performance to ensure that there are no sudden drops in either traffic or keyword position. Our post-migration checks will ensure that a smooth transition has taken place by reviewing keyword rankings, traffic, goals and search control errors. We will also provide new benchmarking once a suitable amount of data on the new site has been gathered.