What to keep in mind before doing a site migration?
We all want a site migration that does not create any loss in traffic, revenue, SERP rank, or SEO Juice.
It is important to know what you have on your current site/platform.
For an ideal SEO friendly site migration; the best place to start is with an SEO audit of the site on hand. This will help you understand what is missing and what should be removed. It is really important not to transition and transform the current site's mistakes to the new one.
Things that you should pay attention to:
- Titles and descriptions
- URL structure
- Duplicate content
- Indexed pages
A great tool that will help you perform a quick audit on the site is the Chrome SEO Toolbar.
Understand your current site structure. As part of your audit, it is important to use indexing tools and discover what is indexed. By knowing this you will be able to choose what content should stay indexed and what content should be de-indexed.
It is critical that we look at the migration through two different lenses.
Check your Web Master Tools (Google web master tools and Bing web master tools)
This will allow you to discover: Crawl errors, Mobile usability, Pages indexed, Top keywords driving traffic, Organic search traffic.
It is essential to keep these factors into check and on record.
As a final check on the current site, it is important to check the layered 301 redirects. Meaning performing a cross site redirect audit to see if some of your links are being redirected too. This is paramount for you to ensure you are not layering your redirects and losing SEO juice along the way.
Posted Tarek Riman