There are cases where there is a need to restructure the architecture of a website and reorganize its content by creating additional pages. In others, there is the need to change the name of the domain because maybe the brand has changed name or because a shorter and more direct form is simply chosen. How do you not lose content, positioning and all the information contained in the old site? With an SEO migration, whose goal is to improve the performance of the site, maintain positioning and avoid drops in organic traffic. But what is the SEO migration of a website and what are the concrete benefits it offers?
Moving a website is not easy, because if the whole operation is not done correctly you risk losing traffic and therefore visibility, and recovering it could be quite complicated. Despite the complexity, however, it is an operation to do absolutely in certain circumstances such as:
In cases like these, standing still is counterproductive, just think of a website with an obsolete CMS platform that slowly loads the pages, or a blog with an unsuitable architecture because it has no pages containing specific search intentions. In this and many other cases, the SEO migration of the website, despite being a delicate operation, cannot be postponed.
ByTek can offer assistance both in case of website design by studying new information architecture and SEO migration. Together with the client, we make an initial evaluation where all the steps of the operation are illustrated, from the analysis of the initial situation to the mapping of the redirects up to the management of the migration.
The SEO migration is composed of a series of special checks and technical interventions, so the first question to ask is: when to perform this maneuver. To establish this, it is necessary to study the seasonality of the searches and to identify the period of the year when the site has the lowest traffic. This is to minimize the effects of any initial malfunction.
The SEO migration of a site involves several steps but it must be kept in mind that the essential elements to move are:
Once established what to migrate, you need to have clear objectives during all phases of the operation which are 3: pre-migration, actual migration and post-migration.
This is the methodology for the construction of the file that will summarise all the actions to be taken during the three phases and their objectives.
Equally strategic steps will have to be implemented when going online and will, therefore, have to be carefully monitored. These are:
It is probably the most delicate phase because it is the control phase. The activities to be carried out are:
It takes time to see the results of a migration: at least one month for smaller websites and at least 2 or 3 for larger websites.
ByTek has managed migrations for large telecommunications companies that needed to change domain and for large cosmetics brands. The methodology to build the file for redirect mapping is based on some essential steps that can change according to specific needs: crawling, content analysis, path association, verification of previous migrations and post-migration checks.
If you need to renew your blog or your website, to change domain, to rethink the information architecture, ask for a consultation with our professionals.