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Website Migrations: How to Improve Search Visibility (+ Checklist)

Website migrations are a necessary evil that businesses must carry out at times.

There are so many moving parts and an amount of planning is needed.

What is website migration?

Substantial changes made to a website that causes the website to move from one environment to another. The change can be in the structure, content, design, location or platform.

5 reasons for website migration

  1. You're Changing Your Site’s Navigation, Design, or Structure.

  2. You're Moving to a New Platform or CMS.

  3. You’re adding a mobile version

  4. You’re changing your domain name or HTTP

  5. You’re moving to a new server

5 mistakes to avoid during website migrations

  1. An unclear strategy

  2. Lack of proper planning and flexibility

  3. A limited budget or resources

  4. Not responding to bug fixes in a timely manner

  5. Not seeking UX and SEO consultation

5 things to look for when shopping for website migration services

  1. Find a service that plans out your website migration

  2. Make sure they have a pre-launch site crawling

  3. Ensure they have the technology to back-up your site

  4. Choose a service that conducts analysis

  5. Find a service with good communication

Your website migration checklist


  • Make a plan.

  • Crawl your former site and monitor files.

  • Know which pages are your top performers.

  • Conduct tests.

  • Make sure each version of your site is registered in Google Search Console

  • Block access to your new site until it is ready to launch.

  • Crawl your new site.

  • Compare server performance between your old site and your new site.

  • Set up analytics.

  • Prepare your redirects, if needed.

  • Prepare your campaign URLs.

  • Set up your URL parameters.

Launch Day

  • Remove site blocks.

  • Enable and test redirects.

  • Test your internal links.

  • Kickstart your web analytics.

  • Refresh your new site’s robot.txt setting.

  • Submit your new sitemap

Post Launch

  • Audit your new site.

  • Check the site’s performance.

  • Validate your redirects.

  • Make sure your ads and third-party extensions are correct.

  • Implement your updated campaigns.

  • Monitor the ranking of your new URLs.

  • Troubleshoot your site and fix bugs.

Site migrations are a big undertaking, but using the checklist we provided should make the process run more smoothly and help to mitigate risks.

Read more in the original article here


Are you facing an impossible mission in the fields of leadership, marketing, communications and/or politics?

Or are you currently struggling with the Corona crisis?

Then it is now the time to contact Mr. Campaigning. Since 1998 he has been supporting startups, global companies, organizations, and individuals. His clients range from "A" like ABB to "W" like the World Economic Forum in Davos.

Impossible is just a word for change.

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