As a marketing manager, you know that retaining your SEO traffic after a website migration project is crucial, but do you know how to do it? 

Marketing managers need to work with trained experts in website migrations to break high level goals into sub objectives and goals, in order to ensure SEO rankings and traffic are retained when launching a new website. So, what are the subgoals that you need to set to ensure your website project launch is a success from all perspectives? This quick guide has been produced by the migration experts at POLARIS to tell marketing managers where to focus.  

There are a number of reasons you might wish to launch a new website in the first place.  

  1. To achieve your initial business and marketing objective: When you first embark on a website migration project, ideally you should have a quantifiable goal that you want to achieve. This could include increasing website traffic, improving user engagement and boosting conversions among others.  
  2. To launch a new website: This may sound obvious, but it’s usually the primary goal of any migration project. There is a current website, which for many different reasons is now defunct and needs to be superseded. The primary and most obvious objective of a migration is to launch an improved website that fits the needs of the business. 
  3. To improve user experience: Whether you are going through a rebrand and launching a website on a new domain, or introducing a new front-end experience to improve the customer journey, the goal is most likely to enhance the experience users get when visiting your business website. As technology advances, so do user expectations, so it’s necessary to stay up to date with the latest requirements.  
  4. To launch international versions of your website: Another reason to run a migration could be that your business is expanding, and you’re looking to grow your online presence in other countries. Work with an expert agency to make sure all aspects have been covered in a different language. 
  5. To improve site speed:  If your website is fast and responsive, visitors will have a good experience that will encourage them to come back, which in turn will help to drive sales. 


Once you’ve kicked off your website migration project and you’re thinking specifically about performance retention and making sure your SEO rankings, traffic, leads and sales all continue to grow once your new site has launched, you then need to start working with experts that can guide you on the following migration goals: 

  • SEO performance benchmarking 
  • Site structure analysis  
  • Traffic driving landing page identification 
  • SEO critical content recognition and mapping 

It’s also good to take a look into new website auditing, including: 

  • New landing page layouts 
  • Updated content and any content changes 
  • Site structure, and changes from the current structure that’s live 
  • Overall user journey, and how this fulfils different users’ intent and need  


If you are already embarking on a new website project, and you are wondering about how to guarantee your website launches smoothly without losing any SEO performance, read our site Website Migration Guide or get in touch with our team to find out more.

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