Maintain SEO Value Before, During, and After a Site Migration

Site migrations—to a new platform, a new domain, or from multiple domains to a single domain—are the most disruptive events to your SEO profile.

Why is SEO important during site migrations?

Without careful attention to detail before, during, and after a migration, it can require months or years of backtracking to regain SEO equity and value.

The goal of a migration is to pass authority to the new site for minimal disruption in performance. An improper migration can result in significant drops in organic traffic—sometimes impossible to correct.

If you are not prepared for migration, you may encounter:

  • schema penalties
  • manual penalties
  • multiple live versions of pages
  • live staging sites
  • analytics mishaps
  • broken redirects
  • broken internal links
  • broken site navigation
  • broken UX and rich media
  • missing metadata
  • improperly formatted robots.txt and XML sitemaps
  • lost backlinks
  • crawlability issues

Why are migration problems so common?

The time needed to complete a thorough migration plan is often misunderstood.

illustration of four calendar pages

4 MONTHS:
Average length of pre- and post-launch migration work.

Launch dates are often pushed back because insufficient time has been given for site development and an in-depth review. This can cause critical issues on launch day. Short timelines do not allow for low-hanging opportunities.

Prioritization is the key to a successful migration: knowing what and how to prioritize the critical tasks before, during, and after launch.

Avoid the Cliff

A dip in rankings and traffic should be expected following a migration; the goal is to minimize losses and downtime while preserving as much ranking power and authority as possible.

You are about to show the search engines a completely new site in terms of structure, code, and content.

If you do everything right, your goal is to reduce the time it takes the search engines to recognize the new site and for the appropriate URLs to rank.

Why you need an agency like Elite SEM

From WordPress to Drupal, Joomla to ecommerce-specific platforms, and even hybrids and custom-builds, we’ve directed migrations to and from every kind of platform.

Our experience spans migration projects such as:

  • multi-tiered redirect mapping strategies
  • domain and subdomain consolidation and expansion
  • site redesign
  • content migration, consolidation & expansion
  • platform migration
  • new site architecture and navigation
  • analytics tracking migration
  • server/hosting migration
  • penalty support
  • cross-channel synergy
  • responsive design (mobile optimization)
  • multilingual and multinational sites
  • information architecture reorganization
  • new site functionalities (added shopping cart, etc.)

Site migrations are a ton of work and a challenge to perform flawlessly.

This is where we come in.

illustration of web page with checklist

Pre-Migration

  • Fix any issues before new site is pushed live
  • Existing site is in top working order
  • Ensure the new site is completely ready to go
illustration of web page with spinning circle refresh icon

Migration Day

  • Perform a deep-dive on all aspects of the site health
  • Execute fixes on the day of the push, (before search engines catch them)
  • 24-hour sprints to resolve critical issues are a must-have!
illustration of web page with performance monitor dashboard icon

Post-Migration

  • Ongoing monitoring ensures the migration was performed correctly
  • New issues are identified and corrected promptly
  • Search engines pick up new pages without errors
  • Quickly identify and remedy penalties or fatal errors
illustration of web page with checklist

Pre-Migration

  • Fix any issues before new site is pushed live
  • Existing site is in top working order
  • Ensure the new site is completely ready to go
illustration of web page with spinning circle refresh icon

Migration Day

  • Perform a deep-dive on all aspects of the site health
  • Execute fixes on the day of the push, (before search engines catch them)
  • 24-hour sprints to resolve critical issues are a must-have!
illustration of web page with performance monitor dashboard icon

Post-Migration

  • Ongoing monitoring ensures the migration was performed correctly
  • New issues are identified and corrected promptly
  • Search engines pick up new pages without errors
  • Quickly identify and remedy penalties or fatal errors

Our SEO philosophy is focused on preventing pitfalls before they happen and taking the time to improve a site before, during, and after a migration.

Your goals are our goals.

Learn More About Elite’s SEO Services

To learn more about how Elite SEM’s Search Engine Optimization (SEO) Services can support your site migration project, contact us at sayhello@elitesem.com

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