How We Address SEO Migrations
Increasing traffic from organic search takes hard work and dedication. When a site has to undergo a migration, it runs the risk of negating all that effort and more, indefinitely hurting its traffic potential. The key to a successful migration always comes back to one thing—planning.
Regardless of how a site migration will occur, planning with SEO in mind is the only way to make sure your website will come out on the other side poised for future success.
By incorporating SEO expertise early on, you’ll thank yourself later. Otherwise, you could have all of your keyword rankings wiped out overnight.
Our goal is to provide a clear path and allow for as smooth a transition as possible. By partnering with us, we guarantee to deliver the following:
Discovery & Initial Research
When we have a thorough understanding of your brand, we are in a better position to make recommendations in preparing your site for migration. In the beginning, we strive to learn everything we can about your customers, your competitors, and your industry. We also want to have a crystal clear idea about what’s been done and what is left to do before flipping the switch.
Benchmarking & Pre-Migration Data Analysis
From traffic to keyword rankings to backlinks, we leave no stone unturned to create a thorough snapshot of your site’s search visibility before the migration. Once the new site launch occurs, this data will be crucial for diagnosing post-migration performance challenges and identifying new SEO opportunities.
No two website migrations are identical, and the same is true for your website. We build our strategies from the ground up, customized with your specific needs in mind.
To keep ourselves accountable, you will always have complete visibility into our process. Our goal is to have you involved in every step so that you know what to expect. It’s at this point we lay out what we’re going to do and when we’re going to do it.
Design Review & Site Structure Optimization
The first step in our plan is to engage any site designers or developers to ensure their goals align with SEO best practices. Our recommendations will ultimately benefit your site in the long-run.
Beyond design aspects, site migrations are the perfect time to optimize your site’s overall structure and link hierarchy. We don’t just want to retain your rankings and traffic; we also want to position your site for SEO growth.
Redirect Mapping & Link Reclamation
Since migrations largely happen due to site-wide changes to URLs, redirects are another vital element of our work. No matter if your site has a huge archive of old content, or it only has a few pages, we need to account for every single page and its URL. Even in cases where it’s best to let the old pages die, that decision needs to be thought through, not just happen without consideration. Through redirect rules or a master list of redirect destinations from old to new, we cannot stress how important it is to get this part right.
With redirects in place, we review your backlink profile to identify which external websites have links that point to old URLs that no longer exist on your site. Link reclamation can be quite an undertaking, but we always recommend seizing any opportunities to improve the quality of your backlinks.
Technical Health Check
Following the launch of the new site, we perform a final technical audit to see if we must address any ongoing issues. We want to be absolutely sure that your new site is in good standing by working with your developers to find solutions for any errors or challenges.
We keep you informed of everything we do with recurring updates and weekly calls with your dedicated account manager. We will always give it to you straight, good or bad. If things aren’t going well, we will have recommendations at the ready to right the ship. When things go well, we focus on how we can do even better. Our month-to-month commitments mean that we have to prove our worth to you on a regular basis.
Post-Migration Performance Review
After the new site migration is complete, we reflect upon all performance data to judge the effectiveness of our efforts. We will provide a complete picture of how your site is performing before and after the migration.
Transition Into Ongoing SEO & Other Digital Marketing Services
When all is said and done, optimizing your site for organic search doesn’t stop there. Our process for generating SEO success is largely why many clients continue working with us after a migration project. We also offer several additional services to fulfill other needs you may have. These services include the following and more:
- Local SEO for Brands with Multiple Locations
- Foreign SEO for Companies Targeting Specific Countries
- CRO & A/B Testing
- Pay-Per-Click Management
- Web Analytics Implementation & Optimization
SEO Site Migration
Don’t Let Your New Site Launch Kill Your Traffic.
How we tackle SEO site migrations requires tremendous thought, expertise, and focus to ensure we preserve your site’s authority. We center on open communication and flawless execution so that you can launch your new site with peace of mind.
When Site Migrations Ruin Your SEO
Many – too many – companies have come to us over the years to repair the damage from a site migration that didn’t take SEO into consideration. Because of the complex nature of site migrations, they can end up costing you serious dollars and time. It’s not uncommon to see losses of 30% or more, which is especially devastating for ecommerce stores.
Whether you’ve seen it first-hand or have heard a few horror stories, you know the devastation this can cause. Our team can help.
What Happens When a Migration Goes Horribly Wrong
- Our competitors now outrank us for our most valuable keywords.
- We redesigned our site for better UX, yet our traffic still took a hit.
- Our conversions are way down; I don’t understand why we lost our rankings.
- It took several months before our traffic began to recover (if it did at all).
- Our top content isn’t getting the traffic it once did.
- It’s almost like Google doesn’t trust our site anymore.
- It feels like all of our hard work on SEO has been erased.
- I wish we had found a reliable SEO expert before it was too late.
Our team has extensive experience with site migrations. It’s our job to make sure your new site has the right design and technical aspects that cater to both people and search engines.YES! I Want to Keep Our Organic Traffic and Keyword Rankings!