Website migrations are one of the trickiest parts of an SEO campaign because an improper site migration can devastate your keyword rankings and thus the website’s traffic, leads, and revenue.
I’ve been involved in well over a dozen website migrations, and I even wrote the guide on properly handling them. Most of the time, the goal for the SEO expert in a site migration is to simply mitigate traffic losses since there are usually keyword ranking fluctuations for migrated websites in the weeks after launch.
For my client Powerhouse Dynamics, we published a case study on the Wpromote website showing how traffic and keyword rankings actually improved in the weeks after launch.
You can check out the full case study here, but below is a screenshot of the results:
I was able to achieve this by consulting with the development team to ensure all SEO best practices were being followed in the design of the new website, and by setting up a proper 301 redirect map.
A 301 redirect map is a mapping of all of the URLs on the old website and their corresponding page on the new website. Without a 301 redirect map, the new website would launch without any of the built-up equity of the old site, meaning the new website would basically be starting from scratch. I used a variety of tools such as Google Analytics, Screaming Frog, Ahrefs, and Brightedge to discover all pages on the website, figure out where those pages would live on the new website, and then test to ensure that the old URLs properly 301 (i.e. permanently) redirected to the new URLs.
Now that you’ve seen how I can keep a business humming along even during a tricky site migration, feel free to check out my other case studies. Or, if you’re looking for help either fixing a site migration gone wrong or preparing for an impending one, you can get in contact with me here.