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URL: https://geekytech.co.uk/seo-migration
This guide provides a comprehensive overview of SEO migrations, defining what they are, the various types of migrations, common issues and their solutions, and a step-by-step checklist for a successful migration. It emphasizes the importance of planning, communication, and monitoring results to maintain or improve search engine rankings.
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Q: What is an SEO migration?
An SEO or website migration is when you make a major change to your site that could, in some way, impact your current rankings, and so you put in place specific measures to mitigate or avoid potential traffic loss.
Q: What are the common types of website migrations?
Common types include (Sub)Domain Changes, CMS/Platform Changes, Content Changes, Design Changes, Website Structure Changes, and Business name change/rebranding.
Q: What are common website migration issues and how can they be fixed?
Common issues include developers working from different URL lists (fix: plan early and communicate), broken or missing pages (fix: map out URLs before starting), new site not showing on Google (fix: check tags for noindex), running out of time/budget (fix: involve stakeholders early), slow/buggy new site (fix: allocate enough time for testing), and old pages cannibalizing new ones (fix: merge content and redirect).
Q: What are the basic building blocks of a successful SEO website migration?
Key steps include planning well ahead, taking stock of URLs and mapping out links, auditing and culling unnecessary pages, testing the staging site thoroughly, launching the new site strategically, and monitoring results post-migration.
Q: How long should a website migration take and how much does it cost?
While there's no set schedule, allow at least three months from launch day for data gathering and traffic stabilization. Costs vary and should ideally be included in a monthly retainer if working with an SEO specialist.
Q: Why is effective communication important during an SEO migration?
Effective communication ensures that all stakeholders (marketers, developers, IT, designers, management) are aligned on goals and potential impacts, preventing issues that arise from independent actions and unaddressed concerns.
Q: How can Google Search Console and GA4 be utilized in a successful migration project?
GSC and GA4 are crucial for pre-migration audits, submitting updated sitemaps, monitoring indexation, identifying indexing issues, verifying redirects, and tracking search performance.
Q: What are the key areas to monitor post-migration?
Key metrics include Clicks in GSC or Views in GA4, monitoring traffic and rankings for at least 90 days to ensure stability or improvement.
Q: Why is it important to update backlinks during a website migration?
Updating backlinks ensures that link equity is transferred to new pages, preventing the loss of 'SEO juice' and maintaining a significant Google ranking factor.
Q: Does a website migration improve SEO?
While the primary goal is to avoid traffic/ranking loss during a major change, improvements in site performance, speed, user experience, or keyword focus during a migration can inadvertently boost SEO rankings.
Q: Should you migrate your website before speaking to an SEO company?
No, it is highly recommended to consult with an SEO company before migrating to avoid potential issues and heartache, as many companies only seek help after their rankings have already declined.
Q: Is it normal for rankings to fluctuate even after a successful site migration?
Yes, some fluctuation is normal due to search engine crawl and indexing times, and the time it takes to transfer link equity. Rankings should typically level out within 90 days if the migration was successful.
Q: How can broken internal links impact SEO during a site migration?
Broken internal links negatively impact SEO by providing a poor user experience, wasting crawl budget, and diminishing link equity, often considered negative ranking factors.