SEO Website Migrations

Experts in website migration with a track record of success for leading brands.

Bring can ensure a seamless transition that preserves search engine performance and maintains conversion rates.

What is SEO Migration?

SEO website migration is a complex process, designed to ensure that a website doesn’t lose its authority and visibility with the search engines when moving to a new online platform, a new hosting provider or when changing its domain name. There are several moving parts that need to be managed to prevent any negative impact in search results performance.
An SEO migration checklist can contain actions like URL modifications, site restructuring and domain changes. If the site is using third-party systems like CMS suites, these will also have to be realigned. The ultimate aim is to prevent or minimise any drop in rankings, preserve traffic volume and maintain proper indexing in the search engine algorithms.

Thus, a successful website migration requires diligent planning, meticulous execution and precision. It’s a holistic process that includes post-migration monitoring, to ensure a seamless transition that maintains or can even enhance search engine rankings.

Bring SEO Website Migration Services

Without a detailed website migration plan, things can go pear-shaped very quickly when the site is switched over to its new domain or platform. It can result in years of SEO being lost, causing search engine indexing problems and a drop in traffic. Broken links can also begin to crop up, hampering user engagement. This can all add up to a decline in conversion rates or sales, directly affecting the bottom line, and reducing the website’s ROI.

Our expert SEO website migration services help to avoid all of this, maintaining a site’s existing ranking and its authority level with the search engines. Using methods like seamless redirection from old pages to new URLs, technical enhancements and content preservation, we can create a smooth transition that doesn’t detract from the user experience.

Pre-Migration Planning

To ensure a successful website migration, we conduct a detailed audit of the existing website. This includes a full SEO appraisal, where we examine the current technical health of the site’s information architecture, its search engine rankings and the extent of its existing SEO compatibility. We map out everything visually, to make it easier to detect issues with metadata, linking structures and all on-page elements. This allows us to create a customised strategy for the SEO website migration that preserves rankings and also minimises user disruptions or confusion.

URL Redirection Using 301 Redirect

URL redirection is a critical part of website migration. It ensures that search engines properly index the new website location. If not implemented properly, Google and the like could display outdated pages, not realising that the site has migrated. It also solves the problem of broken incoming links. Google has always used the number of external links to a website as a measure of its popularity, usefulness and authority. When a website is migrated, all those links can be broken, as the URLs have been replaced by new ones. By implementing a 301 redirect for each page, we make sure that the incoming links still work, as the server will automatically transfer users to the new pages. This preserves the integrity of the site’s SEO link network.

Content Continuity

Content is often overlooked during the migration process. Typically optimised content is simply transferred into the new website. However, proper SEO website migration needs to ensure that high performing content isn’t compromised. The content might need to be restructured to conform to new layouts or information architecture. The aim is to ensure effective content continuity and preserve keyword integrity, to maintain search engine rankings and user engagement.

Technical SEO Maintenance

We have the expertise and experience to handle the complex technical issues of website migration SEO. There are several backend elements that need to be adapted to support the migration and ensure that it doesn’t disrupt search engine indexing and rankings. These include updating XML sitemaps and the robot.txt file used to send instructions to search engine crawlers. We also insert canonical tags so that Google doesn’t penalise the site for having duplicate content across different domains.

H3: Post-Migration Analysis and Reporting

In the post-migration phase we continuously monitor website performance on metrics like search engine rankings, traffic inflow and the extent to which visitors engage with it. We also do a post-implementation functionality audit, as a further safety net to make sure that there aren’t any final issues, like missing 301 redirects or Google indexing abnormalities. We provide our clients with detailed reports that allow them to compare pre- and post-migration metrics, recommending any necessary adjustments.