The Official Bluehosting.com® Blog
Substantial changes in a website in the areas that significantly affect the search engine are technically known as website migration. There are several areas that need change when it comes to website migration. The location, structure, content, platform, design, and URL are changed for migration of the website. If done incorrectly, website migration can lead towards revenue and traffic loss for several months. Actually, deep down the migration affects the ranking signals of the search engine. In this blog w will cover several areas necessary for website migration.
There are myriads of reasons why a website owner could choose to migrate a website. Maybe the site owner found a new web hosting company, the company changed locations or rolled out new website deigns on a better platform. First, let us start with the types of website migration connected to changes in the location of site.
The below mentioned changes occur due to the changes in the design, platform, structure and content of the website:
There are also hybrid migrations apart from the types mentioned above that combine changes. This can get more complex and risky. However, if you plan ahead and execute the migration perfectly then you can run it smoothly.
Let us skim through the necessary steps that are needed to be taken for website migration. There are 5 essential phases of website migration and skipping one of these can create halts.
Never take the step without defining crystal clear objectives. Determine the complete set of types of changes. Identify the legacy issues, and critical aspects of the projects. Also determine the ROI (return on investment) and choose the appropriate options. Also prepare scenarios of forecasting for growth and risk. Involve stakeholders and ask for feedback regarding the content, SEO, Analytics and UX. Involve these experts and plan the activities in detail. After this phase you will have a list of prioritized activities. Plan an anticipated date of launch. Avoid launching the site during or ahead of peak time.
Activities during the under-development phase of website are involved in pre-launch prep. Capture the SEO requirements for the new website and get information on the prototypes and wireframes from designers and architects. Also review all templates that identify the SEO and UX issues before time.
The quality and quantity of pages determine the success of the migration. When you convert pages well, they will drive the traffic. For prioritizing the pages, identify all the indexable and top performing pages and move slowly the legacy site. After determining all the indexable pages, identify the top performing ones that generate visits, and contribute to the revenue by converting well. Crawling the old site will enable you to copy the URLs, titles of pages, meta data, redirects, headers and broken links as well. Also keep the copy of the crawled data until after you complete the migration process.
Benchmark the performance of the legacy site near the launch time. Benchmarking lets you compare the performance of new and old sites and also diagnose the underperforming areas. Track the keywords ranking as it will determine whether the migration has taken place smoothly or not. Search the keywords that have represented the site mostly. Ensure that you keep check on keywords that bring traffic to the site. The loading times of the pages of new site has a great impact on the sales and traffic.
There are some common mistakes that can totally halt the migration process or create problems and the solutions to these problems.
Consider website migration only if it is worthy for your current business and brand. In addition, depending on your hosting service provider you might get free website migration to make the switch easier for you. Otherwise, it can be an extensive venture to take on alone. Finally, before considering site migration be sure to plan ahead, be keen on details, seek professional assistance, and conduct thorough testing and maintenance of analytics on each step of the process.