Web Migration Services
If you are changing something significant on your website, you will want to ensure your website migration goes smoothly and that any change you make does not negatively impact your current website rankings and traffic in Google. You will want to transfer your old site SEO to your new site.
Migration: It’s not as simple as just redirecting everything
Retiring old content
At times, when you migrate the site, the first thought is to replace old content. However, sometimes the considerable drivers of traffic can be those old segments that rank well for user’s search queries. Though the content might be old, we need to think how would you cater for those topics, markets or products?
If search queries that relate to that content are no longer relevant, then the traffic dip might not cost too much. If you’ve simply overlooked this, then the results can be painful. We can help with advising which content should be kept, which should be updated, and which should not be transferred across – based on the behaviour of your users.
A chance to optimise site structure
Often in our seo audits, we comment on the site structure. As it’s time consuming process to change the site structure, we often expect the site structure to remain the same for a number of months.
URLs are the building blocks of an effective site hierarchy, passing equity through your domain and directing users to their desired destinations. What we look for is meaningful organisation of the URLs and relationships between pages that dictate hierarchy. New URL structures and redirect mapping that must be undertaken with the highest attention to detail.
Redirecting your old site to new
It’s important to map your old site’s URLs to the URLs for the new site. We will provide the redirect mapping document with all old urls to the new url equivalent or best alternative. As well as ensuring all current redirects go straight to the final destination in order to avoid redirect chains.
After migration, is your website been completely crawled and a snapshot of search visibility taken? If not, you’ll find it difficult to analyse post-migration performance. If a traffic dip occurs, which keywords and product categories are affected? Preparing correctly helps diagnose issues later.
Migrating to HTTPS
Deciding whether to migrate to HTTPS protocol has become a no-brainer. In 2017, with Google’s push for a more secure and performant web, which included some goodies such as search ranking boost for secure pages, We will always recommend secure hosting as it is a publically declared ranking factor. But it can involve so many steps that you haven’t thought of :
- Purchasing the SSL certificate
- Updating links, references and resources
- Updating sitemaps
- Updating robots.txt
- Adding the Search Console property
- So much more…
Do it with Wingerly
We can help you to make sure that your new site fits your design priorities whilst retaining your traffic, and along the way we can make sure your site is ready to grow into the future.
Wingerly can work with your dedicated team to make sure that the migration process is as painless as possible, both for you and your revenue.