20 March 2024

Website Migrations: When Should I Consider SEO? | Digital Marketing SEO Agency

0 min read
Website Migrations: When Should I Consider SEO? | Digital Marketing SEO Agency
Aurélie BrunetWritten ByAurélie Brunet

As the Director of Performance, Aurélie specialises in creating new business for Propeller through outreach and finding areas in which the company can expand.

Website migrations can be a daunting task for businesses and website owners. Moving a website to a new domain, redesigning the site, changing the URL structure, or switching to a new platform are just a few examples of website migrations. Typically, companies will elect a digital marketing SEO agency to assist them in the transition, that’s where Propeller comes in. 

During this process, there are several factors to consider to ensure a smooth transition and maintain (or even improve) search engine visibility. One critical aspect that must be considered during a website migration is SEO (Search Engine Optimisation).

Where a digital marketing SEO Agency can help

SEO plays a crucial role in ensuring that your website ranks well in search engine results and attracts organic traffic. When considering a website migration, it is important to take proactive steps to preserve and even enhance your SEO efforts. Here are key instances where you should consider SEO during a website migration:

1. Planning Stage

SEO should be a key consideration right from the planning stage of a website migration. Understanding the impact of the migration on your current SEO efforts will help you develop a strategy to mitigate any potential negative consequences. Assess the current state of your SEO, including keyword rankings, backlinks, and site structure, and determine how these may be affected by the migration.

2. URL Structure Changes

When changing the URL structure of your website, it is crucial to implement proper redirects to ensure that users and search engines are directed to the new URLs. Redirects help preserve the link equity of the old URLs and prevent a loss in organic traffic. Implementing permanent 301 redirects is essential to maintain SEO value during a URL structure change.

3. Content Migration

When migrating content to a new website or platform, it is important to ensure that all content is properly transferred and optimised for SEO. Pay attention to metadata, headings, and image alt text to maintain consistency and relevance. Ensure that any missing or broken links are fixed during the content migration process.

4. Technical SEO Audit

Conduct a thorough technical SEO audit before and after the migration to identify any issues that may impact SEO performance. Check for issues such as broken links, duplicate content, page speed, and mobile-friendliness to ensure a seamless transition and maintain search engine visibility.

5. Monitoring and Analysis

After the migration is complete, closely monitor the website’s performance in terms of organic traffic, keyword rankings, and user engagement metrics. Analyse any fluctuations in SEO performance and take necessary steps to address any issues that may arise post-migration.

6. Engage SEO Experts

If you are unsure about the impact of a website migration on your SEO efforts, consider consulting with SEO experts. Experienced professionals can provide valuable insights and guidance to ensure your website migration does not negatively impact your search engine visibility.

In Summary…

Considering SEO during a website migration is essential to maintain and improve search engine rankings, organic traffic, and user experience. By planning, implementing best practices, and monitoring performance post-migration, you can ensure a successful website migration that positively impacts your SEO efforts. Remember that preserving your SEO during a website migration is key to the long-term success of your online presence.

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