Website migration is a complex process that involves changes to the site’s location, content management system, design, or other key aspects. These changes may include switching hosting providers, changing the content management system (CMS), moving from HTTP to HTTPS, changing the domain name, or upgrading the website version, including changes to the URL structure. Migration can also result from changes to the website itself, such as modifications to the URL structure during site expansion or restructuring of the URL tree.
Regardless of the reason for the migration, it is crucial that this complex operation is executed flawlessly and with the expected results. In other words, if the development of the new website is managed by an agency and overseen by an online marketing agency, they should be aware of this responsibility.
Website migration is not just a simple transfer of content from one place to another. This process requires close collaboration between multiple teams and departments focusing on different aspects of the site, including URLs, internal linking, and functionality.
A poorly executed migration can have a significant negative impact on keyword rankings in organic search and may lead to further complications.
In the case of changes to URL structures, it is essential to plan target URLs in advance as equivalents to the original ones. Additionally, for e-commerce websites, it is crucial to ensure the accurate transfer of filter functionalities to avoid any negative impact on paid advertising (PPC).
For optimal website migration, it's important to define priority areas and assign responsible individuals. A detailed checklist can be created, covering various tasks—each with a description, assigned timeframe (before, during, after migration), and a designated person responsible.
Individuals responsible for making adjustments may include developers or website administrators, specialists (SEO, PPC, creative…), analysts, and other relevant personnel involved in the website’s operations.
Below are several tips you can include in your checklist during the different phases of migration:
Pre-migration task tips:
- Create the new website on a staging URL with indexing disabled.
- Prepare a new XML sitemap with the updated URLs.
- Transfer the user database.
- Export all existing URLs and assign permanent redirects to the new addresses.
During migration task tips:
- Temporarily pause paid advertising campaigns.
- Turn off the old website and launch the new one.
- Enable indexing.
- Manually verify the correctness of the redirects.
Post-migration task tips:
- Test core functions, filters, 404 pages, and form functionality.
- If the domain has changed, set up a new profile in Google Search Console and upload the new Sitemap file.
- Check data feeds.
- Monitor potential errors in Google Search Console over time.
Website Migration Summary
Website migration is a demanding process that requires thorough preparation, implementation, and subsequent analysis. Without the proper approach, it can have serious consequences for the site's online visibility and performance. With the right team of experts and careful planning, a website migration can be successful and contribute to strengthening the site's position in the online environment.
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