An important aspect of providing search engine optimization services is forming part of the core team business owners rely on during website migration. This stems from the fact that any changes to a website can affect how well it ranks in search engines. So, before you migrate your website, here are a few things to help you create or improve your checklist for protecting your SEO.
1. Determine the Type of Site Migration
Every type or example of site migration comes with its own unique risks, so it is important to pinpoint what you plan to do. This provides a good foundation for your IT, marketing and SEO teams to work together to ensure a smooth transition. Here are the five main types:
- Site Location: This may involve changing the mobile setup, merging parts of the existing site, changing to HTTPS or HTTP2, changing the domain and general rebranding.
- Structural: Common changes that fit into this category include reorganizing hierarchies, changing the mapped user journeys, altering navigation and making changes to internal links.
- Platform: Examples of these changes are integrating multiple platforms, upgrading to a new version, introducing new features and moving to a new platform altogether.
- Design and UX: Adjusting the media, updating the user interface across devices, adding site performance features and modifying the look or feel fall into this category.
- Content Changes: Introducing new locations and new languages can have big changes in SEO; other big changes include consolidating pages, removing or adding pages and rewriting content.
2. Create a Strategy
Treat website migration like any other big project your business would take on. Migration has the impact to determine how you do business and how many customers you receive. For instance, for a restaurant, if the pages that make online orders possible disappear, the effect can be as impactful as reducing the restaurant’s capacity during renovations. Because of this, your team needs to determine how it intends to manage this project and create a plan. This plan must feature a clear strategy and detailed deliverables.
3. Include a Contingency
The contingency plan you come up with depends on the type of migration you have in mind. For instance, if you plan to change domains or rebuild the entire website, you could keep the old one up while creating the second website in private. Only developers and other qualified professionals could view the new website while it is being worked on. This allows you to continue business operations with no disruptions, at least for a time.
Unfortunately, websites can still fail after launch. Here are some common backup plans:
- Revert to the old website during debugging.
- Create a one-page stand-in that encourages people to email, text or call.
- Add a texting option to your Google Business Profile listening.
4. Complete Thorough Testing
The good news is that testing can help you maintain SEO and prevent crashes when migrating your website. Testing should begin with trying all the features on the new website to ensure they work. When migration involves rebranding and big upgrades, ask a few trusted customers to review the new changes and become part of the testing process. Finally, perform testing in stages as you complete various milestones, so you have enough time to make adjustments before launch.
5. Rely on Our Search Engine Optimization Services
The smallest changes to your website can affect its SEO for better or worse. Even changing the platform and speed can lead to improved or lowered performance. Because of this, it is crucial to work with qualified professionals. Unwired Web Solutions has the skills necessary to preserve your existing SEO during and after migration. We are also committed to helping you improve your website’s SEO.
Contact us today to learn more about what our search engine optimization services can do for your business. We look forward to serving you.