{"id":620921,"date":"2024-05-16T16:00:00","date_gmt":"2024-05-16T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-run-a-successful-site-migration-from-start-to-finish\/"},"modified":"2024-05-16T16:00:00","modified_gmt":"2024-05-16T13:00:00","slug":"how-to-run-a-successful-site-migration-from-start-to-finish","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/","title":{"rendered":"#How to run a successful site migration from start to finish"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3846b57bd12\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3846b57bd12\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Moving_to_a_new_domain_changing_your_CMS_or_merging_sites_Learn_best_practices_for_a_seamless_site_migration_that_boosts_search_visibility\" >Moving to a new domain, changing your CMS or merging sites? Learn best practices for a seamless site migration that boosts search visibility.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#What_is_a_site_migration\" >What is a site migration?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Why_is_SEO_important_in_site_migrations\" >Why is SEO important in site migrations?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Preparing_for_your_site_migration\" >Preparing for your site migration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Managing_and_optimizing_the_new_site_structure_and_content\" >Managing and optimizing the new site structure and content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Site_structure\" >Site structure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Content\" >Content<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Improving_user_experience\" >Improving user experience<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Review_Core_Web_Vitals\" >Review Core Web Vitals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Mobile-friendliness\" >Mobile-friendliness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Improving_accessibility\" >Improving accessibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Enhancing_security\" >Enhancing security<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Managing_links\" >Managing links<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Monitoring_technical_SEO\" >Monitoring technical SEO<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Review_design_modifications\" >Review design modifications<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Audit_your_tracking_tools\" >Audit your tracking tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Back_up_your_existing_site\" >Back up your existing site<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Establish_a_test_environment\" >Establish a test environment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Validate_structured_data\" >Validate structured data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Review_metadata\" >Review metadata<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Review_robots_directives\" >Review robots directives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Create_and_manage_sitemaps\" >Create and manage sitemaps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Carry_out_launch_day_tasks\" >Carry out launch day tasks<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Managing_post-launch_activities\" >Managing post-launch activities<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Testing\" >Testing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Watching_key_metrics\" >Watching key metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Enhancing_user_experience\" >Enhancing user experience<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-run-a-successful-site-migration-from-start-to-finish\/#Continuously_refining\" >Continuously refining<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Moving_to_a_new_domain_changing_your_CMS_or_merging_sites_Learn_best_practices_for_a_seamless_site_migration_that_boosts_search_visibility\"><\/span>Moving to a new domain, changing your CMS or merging sites? Learn best practices for a seamless site migration that boosts search visibility. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nA site migration can feel like packing up your entire house and moving across the country. There\u2019s much to keep track of, and you don\u2019t want to lose any valuable possessions (or, in this case, SEO progress) along the way.\u00a0<\/p>\n<p>When done right, a site migration is a chance to improve site performance, enhance user experience and boost search presence.<\/p>\n<p>However, with countless moving parts and multiple teams involved, having an organized plan is essential for a smooth transition.\u00a0<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>To nail it, you need a rock-solid plan and a dedication to doing things right.<\/p>\n<p>In this article:<\/p>\n<ul>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-what-is-a-site-migration\">What is a site migration?<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-why-is-seo-important-in-site-migrations\">Why is SEO important in site migrations?<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-preparing-for-your-site-migration\">Preparing for your site migration<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-managing-and-optimizing-the-new-site-structure-and-content\">Managing and optimizing the new site structure and content<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-improving-user-experience\">Improving user experience<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-managing-links\">Managing links<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-monitoring-technical-seo\">Monitoring technical SEO<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-managing-post-launch-activities\">Managing post-launch activities<\/a><\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"#h-continuously-refining\">Continuously refining<\/a><\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-is-a-site-migration\"><span class=\"ez-toc-section\" id=\"What_is_a_site_migration\"><\/span>What is a site migration?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A site migration refers to the process of making major changes involving a website.\u00a0<\/p>\n<p>This might include moving a site to a new domain or hosting provider, switching to a different content management system (CMS) or merging multiple websites into one.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-is-seo-important-in-site-migrations\"><span class=\"ez-toc-section\" id=\"Why_is_SEO_important_in_site_migrations\"><\/span>Why is SEO important in site migrations?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Some people may wonder what SEO has to do with moving a site.\u00a0<\/p>\n<p>A site migration with SEO built into it can preserve rankings, avoid traffic loss, retain link equity, improve user experience and uncover new opportunities to improve the site. A site migration without SEO is laced with assumptions and poor decisions and can lead to a near-death traffic loss.<\/p>\n<p>To illustrate how, when done right, SEO built into a site migration can massively impact search performance, see the image below.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"695\" alt=\"Site migration done right - Performance on Search results\" class=\"wp-image-440538\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-600x261.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-800x348.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-200x87.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-768x334.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-1536x667.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"695\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results.png.webp\" alt=\"Site migration done right - Performance on Search results\" class=\"wp-image-440538\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-600x261.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-800x348.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-200x87.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-768x334.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Site-migration-done-right-Performance-on-Search-results-1536x667.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>After this client\u2019s site migrated about mid-April 2023, they experienced the following results when comparing February 2023 to August 2023:<\/p>\n<ul>\n<li>A 455% increase in daily traffic.<\/li>\n<li>A 78% increase in top 10 rankings, with the top three rankings going from 8,081 to 13,591.<\/li>\n<li>Zero SERP features to 1,496 SERP features.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-preparing-for-your-site-migration\"><span class=\"ez-toc-section\" id=\"Preparing_for_your_site_migration\"><\/span>Preparing for your site migration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before you jump into the deep end, take the time to plan:\u00a0<\/p>\n<ul>\n<li><strong>Define your goals and objectives. <\/strong>Whatever your website migration goals, document them and the steps needed to make them a reality. Get specific and make your targets measurable. This will help guide your efforts and give you a clear way to evaluate success post-migration.<\/li>\n<li><strong>Conduct a thorough SEO audit. <\/strong>A thorough SEO audit assesses the site\u2019s strengths and pinpoints areas for improvement. Part of this involves tracking your site\u2019s current rankings, traffic levels and engagement metrics using tools like Google Analytics, Google Search Console and others.<\/li>\n<li><strong>Come up with a project plan. <\/strong>Map out a detailed project plan. Break the migration into phases, assign roles and responsibilities and set realistic deadlines. (Don\u2019t forget to build in time for testing and troubleshooting. Migrations rarely go off without a hitch, so planning for the unexpected is key.)<\/li>\n<\/ul>\n<p>Google gives some additional <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/search\/docs\/crawling-indexing\/site-move-with-url-changes#general_recommendations_for_site_moves\">best practice tips<\/a> for managing a site move, including splitting your move into smaller steps, changing only one thing at a time and timing the move to coincide with lower-traffic times.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>12 SEO pitfalls to avoid during a website platform migration<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-managing-and-optimizing-the-new-site-structure-and-content\"><span class=\"ez-toc-section\" id=\"Managing_and_optimizing_the_new_site_structure_and_content\"><\/span>Managing and optimizing the new site structure and content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>How people and search engines access your content, and what type of content you publish are both important to your SEO program moving forward.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-site-structure\"><span class=\"ez-toc-section\" id=\"Site_structure\"><\/span>Site structure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A well-organized site structure enhances user experience and helps search engines understand the relationships between your pages.<\/p>\n<p>Think about how you might restructure and streamline your site\u2019s navigation for the relaunch.\u00a0<\/p>\n<p>This will require taking a look at your target keywords and m<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ing them to the navigation and content.\u00a0<\/p>\n<p>Group related content together in a logical hierarchy, making it easy for website visitors and search engines to find exactly what they need.<\/p>\n<p>I call this SEO siloing, and the benefits include:<\/p>\n<ul>\n<li>Creating a good user experience can result in more time spent on the website.<\/li>\n<li>Helping search engines determine relevance, which positions the site for ranking for target keywords.<\/li>\n<\/ul>\n<p>The goal is to have the top of each silo (navigational category) be based on the more generic keywords and to build a hierarchy of subpages that support that keyword topic.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"Sample content structure - Power tools website\" class=\"wp-image-440539\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website.png.webp 1024w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-451x338.png.webp 451w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-800x600.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-151x113.png.webp 151w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-768x576.png.webp 768w\" data-lazy-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website.png.webp\" alt=\"Sample content structure - Power tools website\" class=\"wp-image-440539\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website.png.webp 1024w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-451x338.png.webp 451w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-800x600.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-151x113.png.webp 151w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Sample-content-structure-Power-tools-website-768x576.png.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"><\/figure>\n<\/div>\n<p>The picture above shows a sample structure for SEO siloing on a fictional power tools website.\u00a0<\/p>\n<p>The main categories are cordless power tools, electric power tools and gas-powered tools. The supporting subpages are shown underneath.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-content\"><span class=\"ez-toc-section\" id=\"Content\"><\/span>Content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Now onto the content that fills the pages on your site. As you head into a site migration, it\u2019s a perfect opportunity to make improvements.<\/p>\n<p>The goal is to ensure the quality of your content when you relaunch.\u00a0<\/p>\n<p>Here are some tips as you review the content on your site:<\/p>\n<ul>\n<li>Review top-performing webpages and be sure to prioritize those. For pages that aren\u2019t performing, decide if they need a rewrite, need to be merged or 301 redirected.<\/li>\n<li>Assess the content with some guidelines in mind, such as Google\u2019s E-E-A-T principles and its advice on helpful content.\u00a0<\/li>\n<li>Review all content to make sure that it is evergreen and thorough. If it can be updated, do it. If entire topics are out of date, flag those to do a 301 redirect on them later on.\u00a0<\/li>\n<li>Consider merging multiple pages on a similar or same topic into one more extensive guide on the topic. (Don\u2019t forget to 301 redirect URLs later).<\/li>\n<li>Ensure that your new site\u2019s content is optimized for your target keywords. Optimize titles, headings, meta descriptions and body content.\u00a0<\/li>\n<li>Address duplicate content issues. Duplicate content can happen for multiple reasons, including trailing slashes on URLs, CMS problems, content that is too similar, boilerplate content and more.\u00a0<\/li>\n<\/ul>\n<p>If you need to add new content before the site migration, consider using AI content tools for efficiency\u2014but be careful to follow search engine guidelines.\u00a0<\/p>\n<p>See my article on how to survive the search results when you\u2019re using AI tools for content.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-improving-user-experience\"><span class=\"ez-toc-section\" id=\"Improving_user_experience\"><\/span>Improving user experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Prior to a site migration is a good time to assess user experience factors on your site and make any adjustments moving forward.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-review-core-web-vitals\"><span class=\"ez-toc-section\" id=\"Review_Core_Web_Vitals\"><\/span>Review Core Web Vitals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Google\u2019s Core Web Vitals focus on the responsiveness, speed and interactivity of a site. Benchmarking and seeing what may be improved on your current site is a good step before relaunching a new site.<\/li>\n<li>Google gives more insights in a help file <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/speed\/docs\/insights\/v5\/about\">here<\/a>, and you can view the Core Web Vitals report in Google Search Console. Prioritize adjustments based on your available resources.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-mobile-friendliness\"><span class=\"ez-toc-section\" id=\"Mobile-friendliness\"><\/span>Mobile-friendliness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Ensuring your site is optimized for mobile means things like having a responsive design, touch-friendly navigation, creating and formatting content with mobile readers in mind and much more.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-improving-accessibility\"><span class=\"ez-toc-section\" id=\"Improving_accessibility\"><\/span>Improving accessibility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Evaluating and improving accessibility on your website can ensure your site is usable for people with disabilities. <\/li>\n<li>The gold standard for complying with accessibility is W3.org\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.w3.org\/WAI\/standards-guidelines\/\">Web Content Accessibility Guidelines<\/a> (WCAG). Prioritize minimum requirements first.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-enhancing-security\"><span class=\"ez-toc-section\" id=\"Enhancing_security\"><\/span>Enhancing security<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Some things you can do to improve the security of your site are evaluating your server \/ hosting provider (this may be a reason for your site move anyway), implementing HTTPS and updating software, plugins and authentication protocols.\u00a0<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-managing-links\"><span class=\"ez-toc-section\" id=\"Managing_links\"><\/span>Managing links<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Properly mapping and redirecting URLs is essential for maintaining SEO value during a site migration. Without careful planning, you risk losing link equity.\u00a0<\/p>\n<p>Create a detailed spreadsheet that lists every old URL and its corresponding new URL. This redirect map will serve as a blueprint for implementing 301 redirects and ensuring no pages are lost in the transition.<\/p>\n<p>Be sure to account for changes in site structure, URL naming conventions and content consolidation. A thorough redirect map is your best defense against broken links and lost SEO value.<\/p>\n<p>Work with your development team to ensure that redirects are configured correctly:\u00a0<\/p>\n<ul>\n<li>Steer clear of redirect traps like using short-term 302s instead of permanent 301s, creating messy chains or loops and forgetting that URLs are case-sensitive.<\/li>\n<li>Prior to launch, thoroughly test your redirects to ensure they are working as intended. Use tools like the SEOToolSet (full disclosure, this is my company\u2019s SEO software) or Screaming Frog to crawl your old URLs and verify that they are being properly redirected to the correct new URLs.<br \/>Pay special attention to your most important pages, such as your home page, top-level categories and high-traffic blog posts.\u00a0<\/li>\n<\/ul>\n<p>Mapping your 301s is just one part of managing your links before a site migration. This is also a good time to review your inbound link profile.\u00a0<\/p>\n<p>Get rid of any links that may not serve your site well moving forward and identify new link opportunities for the site.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-monitoring-technical-seo\"><span class=\"ez-toc-section\" id=\"Monitoring_technical_SEO\"><\/span>Monitoring technical SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Monitoring all aspects of technical SEO before and during a site migration is vital for site health and search engine visibility.\u00a0<\/p>\n<p>Here are some tasks to check off your list:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-review-design-modifications\"><span class=\"ez-toc-section\" id=\"Review_design_modifications\"><\/span>Review design modifications<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Changes to website design can impact SEO\u2013one example is the coding aspect of building a site. Review design plans to make sure they support SEO objectives.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-audit-your-tracking-tools\"><span class=\"ez-toc-section\" id=\"Audit_your_tracking_tools\"><\/span>Audit your tracking tools<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Confirm that Google Analytics tracking is correctly configured. Moving to GA4 can be complicated, consider hiring analytics experts if necessary. <\/li>\n<li>Also, ensure Google Search Console is configured for your site.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-back-up-your-existing-site\"><span class=\"ez-toc-section\" id=\"Back_up_your_existing_site\"><\/span>Back up your existing site<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>As a precautionary measure, back up your entire website \u2013 especially the XML Sitemap. Trust me, you need this. Download all images and other resources, and save a copy of your database if relevant.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-establish-a-test-environment\"><span class=\"ez-toc-section\" id=\"Establish_a_test_environment\"><\/span>Establish a test environment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>It\u2019s common practice among web developers to create a separate testing environment to experiment with changes before making them live. <\/li>\n<li>Ensure this is set up and that search engines are blocked from indexing this staging area.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-validate-structured-data\"><span class=\"ez-toc-section\" id=\"Validate_structured_data\"><\/span>Validate structured data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Examine and rectify any issues with structured data on your pages using tools like <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\">Google\u2019s structured data testing tools<\/a>.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-review-metadata\"><span class=\"ez-toc-section\" id=\"Review_metadata\"><\/span>Review metadata<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Ensure titles and meta descriptions are unique with original content and are correctly optimized.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-review-robots-directives\"><span class=\"ez-toc-section\" id=\"Review_robots_directives\"><\/span>Review robots directives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Recheck the setup of your robots.txt file to ensure it is correctly blocking or allowing access as intended.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-create-and-manage-sitemaps\"><span class=\"ez-toc-section\" id=\"Create_and_manage_sitemaps\"><\/span>Create and manage sitemaps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Develop a new HTML sitemap to aid users in navigating the new site smoothly. <\/li>\n<li>To some, this next point may seem counterintuitive, but it\u2019s important: The second the new site is live, submit the old XML sitemap you archived earlier. This causes the search engines to find your redirects instantly.\u00a0<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-carry-out-launch-day-tasks\"><span class=\"ez-toc-section\" id=\"Carry_out_launch_day_tasks\"><\/span>Carry out launch day tasks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>On launch day, crawl the website to identify and resolve any emerging issues right away, such as crawl errors. <\/li>\n<li>Recommended tools include SEOToolSet\u2019s site spider, Lumar and Screaming Frog. You can also use the various testing features in Search Console.\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-managing-post-launch-activities\"><span class=\"ez-toc-section\" id=\"Managing_post-launch_activities\"><\/span>Managing post-launch activities<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You\u2019ve made it through the site migration process, but the work isn\u2019t over yet. Keeping a close eye on your site\u2019s performance in the weeks and months following the move is important.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-testing\"><span class=\"ez-toc-section\" id=\"Testing\"><\/span>Testing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The first step in post-migration testing is to conduct a comprehensive review of your site\u2019s functionality.\u00a0<\/p>\n<p>This means testing every page, link, form and feature to ensure that everything is working as intended.\u00a0<\/p>\n<p>Give your website a thorough once-over by focusing on these vital areas:<\/p>\n<ul>\n<li>Navigation and internal linking.<\/li>\n<li>Forms and contact pages.<\/li>\n<li>Ecommerce functionality (if applicable).<\/li>\n<li>Mobile responsiveness and usability.<\/li>\n<li>Integrations with third-party tools or services.<\/li>\n<li>Site speed and responsiveness.<\/li>\n<\/ul>\n<p>As you test, make note of any issues or errors you encounter and prioritize fixing them based on their impact on user experience and site performance.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-watching-key-metrics\"><span class=\"ez-toc-section\" id=\"Watching_key_metrics\"><\/span>Watching key metrics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With your tracking tools in place, it\u2019s time to monitor your site\u2019s performance and organic traffic levels.\u00a0<\/p>\n<p>Keep a close eye on your daily and weekly traffic in Google Analytics. It\u2019s normal to see some temporary fluctuations after a migration, but if you notice a sustained drop in organic traffic, it\u2019s time to investigate further.<\/p>\n<p>Another key metric to monitor post-migration is your site\u2019s keyword rankings and overall search visibility. Use SEO tools like Ahrefs to track your rankings for target keywords and monitor any changes over time.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-enhancing-user-experience\"><span class=\"ez-toc-section\" id=\"Enhancing_user_experience\"><\/span>Enhancing user experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Beyond functionality, it\u2019s important to take a holistic look at your site\u2019s user experience and engagement post-migration.\u00a0<\/p>\n<p>Are visitors finding what they need easily? Are they engaging with your content and converting at the rates you expect?<\/p>\n<p>You can use your analytics tools to dive into behavioral metrics such as goal completions, bounce rates and more.<\/p>\n<p>If you notice a drop in conversions or engagement, dig deeper to identify potential issues or roadblocks.\u00a0<\/p>\n<p>Is there a particular page or step in your conversion funnel where users drop off? Are there certain user segments or traffic sources that are underperforming?<\/p>\n<p>Consider reviewing the following areas that may need user experience improvement:<\/p>\n<ul>\n<li>Improving navigation and site structure.<\/li>\n<li>Optimizing content layout and readability.<\/li>\n<li>Enhancing calls-to-action and conversion points.<\/li>\n<li>Ensuring mobile-friendliness and responsiveness.<\/li>\n<li>Adding engaging visual elements and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>.<\/li>\n<\/ul>\n<p>You can use things like heat maps and surveys to get inside your visitors\u2019 heads. Look for trends and sticking points, then use that data to fine-tune your site\u2019s user experience.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-continuously-refining\"><span class=\"ez-toc-section\" id=\"Continuously_refining\"><\/span>Continuously refining<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you\u2019ve completed a successful site migration, the real adventure begins.\u00a0<\/p>\n<p>You\u2019ll continue to keep a close eye on your site, run tests and make tweaks to ensure that it\u2019s always performing at its best and delivering an exceptional user experience.<\/p>\n<p>With a commitment to improvement, you can ensure that your migrated site survives and thrives in its new home for the long haul.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Bruce Clay\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/03\/Bruce.Clay_.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/03\/Bruce.Clay_.jpg.webp\" alt=\"Bruce Clay\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Bruce Clay<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=BruceClayInc&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/company\/bruce-clay-inc-\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Bruce Clay is the founder and president of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.bruceclay.com\/\">Bruce Clay Inc.<\/a>, a global digital marketing optimization firm providing search engine optimization, PPC management, paid social media marketing, SEO-friendly site architecture, content development, and SEO tools and education.<br \/>\nClay authored the book &#8220;Search Engine Optimization All-In-One For Dummies,&#8221; now in its fourth edition, and &#8220;Content Marketing Strategies for Professionals.&#8221; He wrote the first webpage-analysis tool, created the Search Engine Relationship Chart\u00ae and is credited with being the first to use the term search engine optimization. Bruce Clay&#8217;s renowned SEO training course is available online at SEOtraining.com.                 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/site-migration-plan-440535\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Moving to a new domain, changing your CMS or merging sites? Learn best practices for a seamless site migration that boosts search visibility. A site migration can feel like packing up your entire house and moving across the country. There\u2019s much to keep track of, and you don\u2019t want to lose any valuable possessions (or,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":620922,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/How-to-run-a-successful-site-migration-from-start-to-finish.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070,148084],"class_list":["post-620921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo","tag-technical-optimization"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/620921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=620921"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/620921\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/620922"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=620921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=620921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=620921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}