Website migrations are complex endeavours that can significantly impact your SEO performance. Whether you’re changing domains, implementing a new CMS, or redesigning your site, the first 30 days post-migration are critical for maintaining and recovering your search visibility. At POLARIS, we’ve guided countless organisations through successful migrations, and we’re sharing our expertise on what you should be tracking during this crucial recovery period.
Pre-Migration Preparation
Pre-Migration Checklist
Proper preparation is essential for a successful migration. Before implementation, review your existing site architecture to identify potential issues that could affect your post-migration performance. Conducting a thorough SEO audit will highlight areas requiring special attention during the transition. Create a comprehensive pre-migration checklist that covers all aspects of your SEO strategy, and don’t forget to inform Google and other search engines about your upcoming site changes through their respective webmaster tools.
Pre-Migration SEO Audit
A detailed SEO audit provides the baseline for measuring post-migration success. Track keyword rankings and organic traffic using Google Sheets or similar tools to establish your pre-migration performance metrics. Identify any existing broken links and internal links that will need updating once the migration is complete. Review all on-page SEO elements, and carefully analyse your site architecture and URL structure to anticipate potential transition challenges.
Migration Process
Types of Site Migrations
Understanding the specific type of migration you’re undertaking helps focus your recovery efforts. Domain migrations involve changing your website’s domain name, potentially affecting all your existing SEO equity. Website migrations change the underlying platform or CMS while site redesigns focus on updating the visual elements and layout. Each type presents unique challenges for post-migration SEO recovery.
Migration Tools and Resources
Leveraging the right tools makes post-migration tracking more effective. Bing Webmaster Tools and Google Search Console provide invaluable insights into how search engines perceive your site after migration. Specialised website migration plugins and tools can streamline the process and help identify issues quickly. When possible, consult with SEO experts and experienced developers who can guide you through the technical aspects of migration and recovery.
Post-Migration Monitoring
Tracking Organic Traffic
In the first 30 days after migration, closely monitor organic traffic patterns through Google Analytics. Pay particular attention to any significant drops or gains in traffic and keyword rankings, as these indicate how well your migration preserved SEO value. Track the performance of individual pages, especially high-value landing pages, to ensure they’re maintaining visibility and converting effectively.
Tracking Organic Traffic
In the first 30 days after migration, closely monitor organic traffic patterns through Google Analytics. Pay particular attention to any significant drops or gains in traffic and keyword rankings, as these indicate how well your migration preserved SEO value. Track the performance of individual pages, especially high-value landing pages, to ensure they’re maintaining visibility and converting effectively.
Post-Migration Optimisation
On-Page SEO Optimisation
After confirming your site’s technical SEO health, focus on optimising on-page elements that may have been affected during migration. Review and update meta tags, header tags, and content elements to ensure they align with your SEO strategy. Optimise images and media files that may have changed during the migration to improve page loading speeds. Strengthen your internal linking structure to facilitate crawling and improve user experience on the new site.
Redirection and Canonicalisation
Proper redirection is crucial for preserving SEO value after migration. Implement 301 redirects for all changed URLs and monitor their performance to ensure they’re working correctly. Address canonicalisation issues promptly to prevent duplicate content problems that commonly arise during migrations. Review your URL structure to identify opportunities for improvement that can benefit your long-term SEO strategy.
Preventing Future Migration Mishaps
Lessons Learned
Document all challenges and solutions encountered during your migration and recovery process. This information becomes invaluable for future site updates. Identify areas where your migration plan fell short and implement processes to address these weaknesses. Develop a comprehensive post-migration maintenance plan that incorporates the insights gained during the recovery period.
Ongoing SEO Maintenance
Establish a regular monitoring schedule beyond the initial 30-day recovery period. Stay informed about the latest SEO best practices and algorithm updates that might affect your post-migration performance. Continuously optimise on-page elements and site architecture based on performance data to steadily improve your search visibility.
Launching a New Website
New Website Launch Considerations
When planning future website updates, consider the potential SEO impact before implementation. Create a detailed transition plan that minimises downtime and preserves SEO value. Develop contingency plans for addressing unexpected issues that might arise during the launch process. Incorporate lessons learned from previous migrations to improve your approach to website changes.
Conclusion
Key Takeaways
A well-planned site migration with careful post-launch monitoring significantly reduces the risk of long-term SEO damage. The first 30 days are critical for identifying and addressing issues before they permanently affect your search visibility. By establishing a structured approach to post-migration tracking and optimisation, you can not only recover but potentially improve your SEO performance following a site migration.
At POLARIS, we understand that website migrations are complex undertakings with significant implications for your digital marketing success. Our experienced team of SEO specialists can guide you through the entire process, from pre-migration planning to post-migration recovery and optimisation. Contact us today to learn how we can help ensure your next website migration strengthens rather than damages your online presence.
