{"id":16639,"date":"2022-02-25T14:31:07","date_gmt":"2022-02-25T14:31:07","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/25\/seo-dos-and-donts-of-website-migration\/"},"modified":"2022-02-25T14:31:07","modified_gmt":"2022-02-25T14:31:07","slug":"seo-dos-and-donts-of-website-migration","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/25\/seo-dos-and-donts-of-website-migration\/","title":{"rendered":"SEO dos and don&#8217;ts of website migration"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>\u201cMigration is a burden that we all have with websites,\u201d said SEO industry leader Bruce Clay at <a href=\"https:\/\/marketinglandevents.com\/smx\/next\/agenda\/\" target=\"_blank\" rel=\"noreferrer noopener\">SMX Next<\/a>. \u201cWe have to upgrade them periodically. A stale or an out-of-date website deteriorates your rankings in the search engines.\u201d<\/p>\n<p>\u201cThere are all sorts of reasons to do it \u2014 maybe you have an e-commerce platform or just need an upgrade,\u201d he added.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"429\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"reasons to migrate your site\" class=\"wp-image-381154\" data-lazy-data-srcset=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-800x429.jpg 800w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-600x322.jpg 600w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-200x107.jpg 200w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-768x412.jpg 768w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23.jpg 1033w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" data-lazy-src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-800x429.jpg\"\/><noscript><img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"429\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-800x429.jpg\" alt=\"reasons to migrate your site\" class=\"wp-image-381154\" data-srcset=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-800x429.jpg 800w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-600x322.jpg 600w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-200x107.jpg 200w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23-768x412.jpg 768w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-thirddoorevents-production.sfo2_.cdn_.digitaloceanspaces.com-2022.02.24-13_53_23.jpg 1033w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><figcaption>Source: Bruce Clay<\/figcaption><\/figure>\n<\/div>\n<p>Design upgrades, domain changes for a rebrand or necessary website merges can all necessitate a <a href=\"https:\/\/searchengineland.com\/messy-seo-part-1-navigating-a-site-consolidation-migration-351439\">website migration<\/a>. But, with so many moving pieces, the potential for errors \u2014 both from a ranking perspective and a site functionality standpoint \u2014 can increase if site owners and SEOs aren\u2019t prepared.<\/p>\n<p>Here are some of the most important do\u2019s and don\u2019ts Clay recommends SEOs consider when migrating a website.<\/p>\n<h2 id=\"h-what-to-do-when-migrating-a-website\">What to do when migrating a website<\/h2>\n<p>There are many tasks involved when migrating a site, but the following are critical for preserving your rankings.<\/p>\n<p><strong>Make an inventory of old URLs<\/strong>. Before beginning the migration process, marketers and site owners should put together a list of all their current URLs. This will establish a baseline to use as a comparison with the new site. Clay pointed out that running this inventory will inevitably uncover URL errors such as 400\/500 status codes or redirect chains, so marketers should make note of these before the migration. SEOs can pull this data using one of many <a href=\"https:\/\/searchengineland.com\/seo-tools-google-search-console-url-inspection-api-379955\">free crawling tools<\/a>. <\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"288\" height=\"204\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"\" class=\"wp-image-381160\" data-lazy-data-srcset=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15.png 288w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15-160x113.png 160w\" data-lazy-data-sizes=\"(max-width: 288px) 100vw, 288px\" data-lazy-src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15.png\"\/><noscript><img decoding=\"async\" loading=\"lazy\" width=\"288\" height=\"204\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15.png\" alt=\"\" class=\"wp-image-381160\" data-srcset=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15.png 288w, https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2022\/02\/screenshot-docs.google.com-2022.02.24-14_08_15-160x113.png 160w\" data-sizes=\"auto, (max-width: 288px) 100vw, 288px\"\/><\/noscript><figcaption>Example of URL inventory with status codes.<\/figcaption><\/figure>\n<\/div>\n<p><strong>Benchmark old rankings<\/strong>. Migrating a website will almost always result in ranking changes, and if you don\u2019t know the original rankings, it can be difficult to figure out what caused those changes in the first place. That\u2019s why Clay recommends noting the old site\u2019s rankings: \u201cYou\u2019re going to want to benchmark your rankings and any performance metrics you might have. You\u2019re going to want to run analytics reports and ask yourself, \u2018What rankings do I have right now? How is it [the site] performing and how am I going to be able to move forward?&#8217;\u201d<\/p>\n<p><strong>Create a backup of the old site<\/strong>. Site owners should regularly back up their sites, but this is even more crucial during the migration process. If something goes wrong with the new site, you\u2019re going to need the old version to fall back on. Marketers should consult a developer to make sure this is done correctly. <\/p>\n<p><strong>Plan the navigation and structure of the new site<\/strong>. <a href=\"https:\/\/searchengineland.com\/how-to-optimize-your-site-for-better-findability-377578\">Site structure<\/a> is critical to the SEO success of any domain. And while it\u2019s ultimately up to you what format is chosen, Clay recommends implementing a siloed structure with a hierarchy of pages on the new site to ensure its content is ranked most effectively.<\/p>\n<p>When you\u2019re ready to migrate your content to the new site, be sure to address the errors identified during the inventory process and make sure everything is ready to be transferred.<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<div class=\"panel\">\n<div class=\"panel-body\" style=\"padding: 10px !important;\">\n<p style=\"margin-bottom: 8px !important;\">Get the daily newsletter search marketers rely on. <a style=\"color: #425E9B !important;\" target=\"_blank\" href=\"https:\/\/thirddoormedia.com\/terms\/\" rel=\"noopener\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<h2 id=\"h-what-not-to-do-when-migrating-a-website\">What not to do when migrating a website<\/h2>\n<p>SEOs can sometimes get so caught up in the high volume of migration tasks that they fail to set the new site up for success. Here are some big \u201cno-nos\u201d when it comes to transferring the old site to the new version.<\/p>\n<p><strong>Don\u2019t delete your old site. <\/strong>Many site owners might be tempted to delete the old site once the new site is up and running, but Clay recommends keeping it live to ensure all the content and signals are transferred: \u201cYou could put the old site on the hard drive and just rename the directory. There are lots of things you could do, but make sure you have your old site and don\u2019t take it down if you don\u2019t have to.\u201d<\/p>\n<p>He also said that some webmasters end up copying their old site onto the new site, only to have the new site fail. Having the old site live \u2014 ensuring it redirects to the new version \u2014 is critical in these early stages in case something goes wrong.<\/p>\n<p><strong>Don\u2019t use the staging site\u2019s robots.txt file<\/strong>. Before using the new site live, don\u2019t use the staging site\u2019s robots.txt file, which could keep search engines from indexing your site. It\u2019s always best to have a new version ready to be uploaded before the new site goes live.<\/p>\n<p>\u201cDon\u2019t copy that robots.txt into production or you\u2019re going to be blocking your new one,\u201d said Clay.<\/p>\n<p><strong>Don\u2019t schedule the migration when your traffic levels are highest<\/strong>. Site owners should avoid pushing a migration while experiencing high levels of traffic. This can disrupt your users\u2019 experience and, ultimately, result in huge traffic losses.<\/p>\n<p>\u201cWait until your traffic levels are a little bit calmer,\u201d Clay said. \u201cSometimes this is harder. Maybe you have a site that\u2019s active 24\/7, international or in season. But if you\u2019re going to migrate and there\u2019s an off period, that\u2019s the right time to do it.\u201d<\/p>\n<p><strong>Don\u2019t panic if\/when rankings drop<\/strong>.\u00a0There\u2019s almost always going to be a shift in rankings after a site migration, and that\u2019s okay. Unless there\u2019s a major error \u2014 such as a redirect problem from the old site \u2014 these fluctuations should be temporary. Google and other search engines need time to recrawl your site and take note of the changes.<\/p>\n<p>\u201cThere\u2019s going to be re-spidering happening. It\u2019s going to take some time for Google to figure out what your site is. You know you\u2019re going to take a hit in many cases now. We have had cases where we have done everything right, migrated it and don\u2019t see traffic loss.\u201d<\/p>\n<p>\u201cThat\u2019s wonderful, but don\u2019t count on it. And whatever you do, don\u2019t panic,\u201d he added.<\/p>\n<p>Site migrations are complex by design, but they don\u2019t have to be disastrous for your SEO. With the right planning, marketers and site owners can enjoy the benefits of a brand new site after the move.<\/p>\n<p><strong><a href=\"https:\/\/attend.marketinglandevents.com\/smx-next-2021\/v\/s-682495?i=IoTy-wwACx9vY_GinJ5k-J8tvaw2OcP1\" target=\"_blank\" rel=\"noreferrer noopener\">Watch the full SMX Next presentation here (free registration required).<\/a><\/strong><\/p>\n<hr\/>\n<div class=\"row\">\n<div class=\"col-xs-12 col-md-12 sel-new-articles mb1\">\n<h3>New on Search Engine Land<\/h3>\n<section class=\"global-content-stream\"\/><\/div>\n<\/div>\n<p>\t\t\t\t\t\t\t<!-- GPT AdSlot 7 for Ad unit 'SEL_End-of-Story' ### Size: [[800,440],[800,260]] --><\/p>\n<p><!-- End AdSlot 7 --><\/p>\n<div class=\"about-author row\">\n<h3>About The Author<\/h3>\n<div class=\"information col-lg-12 col-md-12 col-sm-12\">\n<div class=\"author-module\">\n<div class=\"avatar\">\n\t\t\t<img decoding=\"async\" class=\"img-responsive\" width=\"140px\" height=\"140px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" data-lazy-src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2021\/08\/Screen-Shot-2021-08-23-at-11.16.30-AM-346x338.jpg\"\/><noscript><img decoding=\"async\" class=\"img-responsive\" width=\"140px\" height=\"140px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/figz\/wp-content\/seloads\/2021\/08\/Screen-Shot-2021-08-23-at-11.16.30-AM-346x338.jpg\"\/><\/noscript>\t\t\t<\/div>\n<div class=\"about\">\n<p>\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/searchengineland.com\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 20px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cpatters7&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cpatters7&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 20px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\tCorey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/searchengineland.com\/seo-dos-and-donts-of-website-migration-381075\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cMigration is a burden that we all have with websites,\u201d said SEO industry leader Bruce Clay at SMX Next. \u201cWe have to upgrade them periodically&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":16641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-16639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO dos and don&#039;ts of website migration - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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