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URL: https://geekytech.co.uk/seo-migration-explained
This guide explains what an SEO migration is, why it can be tricky, and provides a step-by-step plan for before, during, and after the migration process. It covers essential tasks like URL gathering, third-party script management, communication, and post-migration checks to prevent loss of rankings and traffic.
SEO migration, website migration, site move, SEO planning, pre-migration checklist, post-migration steps, URL mapping, redirects, Google Search Console, third-party scripts, ranking URLs, crawlers, status codes
Q: What is an SEO migration?
An SEO migration can mean moving to another hosting company, server, or CMS; changing your domain or rebranding; undergoing a major redesign; acquiring and merging another website; or a combination of these. It requires careful planning to avoid breaking the website or negatively impacting search engine rankings.
Q: What are common SEO migration scenarios?
Common scenarios include moving between hosting providers, servers, or Content Management Systems (like HubSpot to WordPress); changing domain names or rebranding (like Geeky Tech to Ninja Tech); performing a major site redesign; or merging acquired websites.
Q: Why is a website migration tricky?
A website is a complex technical entity, and a migration, whether it involves hosting, domain changes, or redesigns, can easily damage its backend structure, leading to broken pages or lost search engine rankings if not handled with extreme care and planning.
Q: What is a 'golden list' in SEO migration?
The 'golden list' is a document containing all performing URLs and tracking scripts on a website, gathered before a migration. It serves as a crucial reference to ensure no critical pages or functionalities are lost or broken during the move.
Q: What are the essential steps to take before an SEO migration?
Before migrating, create a spreadsheet of all URLs to protect. Gather URLs that received traffic from Google Search Console's Performance report, filter out non-live pages using a crawler, and document all third-party scripts. Communicate with all involved parties about the migration plan and schedule.
Q: How do you handle third-party scripts during a migration?
If you're moving your CMS or domain, all third-party scripts, such as Google Analytics tracking scripts, need to be located and documented. They must be added back into the new site in the correct locations to avoid gaps in data, like analytics.
Q: What are the recommended days for website migration?
Mondays are suggested as good migration days. Fridays and weekends should be avoided to prevent issues from arising during times when monitoring or fixing problems might be difficult or impossible.
Q: What post-migration steps are crucial for SEO success?
After the site goes live, add back all third-party scripts. Review all documented URLs using a crawler or manually; if any deliver a 404 (Page Not Found), redirect them to a relevant new page or a suitable alternative. Submit a new sitemap to Google Search Console.
Q: How should you handle domain changes during a migration?
If you change your domain, you must keep hosting the old domain for at least a year to manage redirects. Inform Google of the address change via Google Search Console's Settings > Change of Address tool. Submit a new sitemap for the new domain.
Q: What is URL mapping in the context of migration?
URL mapping is the process of planning where each old URL should redirect to on the new site, especially for large sites. This ensures that when a page's URL structure changes, both search engines and users are seamlessly directed to the correct new content.
Q: What is the expected impact on rankings after a migration?
It's normal to see a small decline in rankings and traffic, typically no more than 10%, and this should be temporary. A successful migration ensures that previous ranking URLs now lead to new, relevant pages without broken links.
Q: Will changing my domain affect my SEO?
Yes, changing your domain will affect your SEO because rankings are associated with the domain. To mitigate this, you need to keep the old domain, redirect links to the new domain, and ensure search engines and users aren't lost.
Q: Can I change my URL structure without losing rankings?
Yes, this is avoidable if you implement proper redirects so that search engines and users are not lost. As long as important keywords are retained in the URLs, major ranking drops should not occur.
Q: Will my rankings suffer if I overhaul my content?
Overhauling content on high-ranking pages can impact rankings, as vital keywords or internal links might be removed. While changes can lead to a decline if important elements are lost, improving content can also boost results.
Q: Does changing website hosting affect SEO?
Changing website hosting itself does not directly affect SEO. However, factors like server location and speed can impact rankings. If these improve with a new host, rankings might improve; if they decline, rankings could suffer.