WEBSITE MIGRATION SEO

A website migration is a process where a website undergoes substantial changes to significantly improve search engine visibility. These changes typically occur on the website’s CMS platform, structure, content, design, UX or location. It often involves moving the site from one domain to another, changing the site’s structure or layout, or moving it from one hosting provider to another.

Here are some of the key elements involved in a website migration:

• Domain change – moving the site to a completely new domain. This may be due to rebranding or switching to a domain that better represents the business.
• Content changes – changing the website’s content, like adding multiple new pages, removing pages, or changing the text significantly on important landing pages.
• Platform change – moving from one CMS to another, such as moving from WordPress to Drupal or from a static HTML site to a CMS.
• Site location change – changing the hosting provider or upgrading from an HTTP site to HTTPS for better security.
• Site structure change – changing the website’s layout, such as changes in the URL structure, changes in the site’s navigation, or when merging or splitting content.

Website migration, when done correctly, can bring numerous benefits, including improved site performance and user experience, and even improved SEO performance.

However, if done incorrectly, it can lead to traffic loss, reduced search rankings, and poor site performance. This is why it’s usually recommended to have experts (like us!) handle the process to ensure a seamless and successful migration, from start to finish.

The duration of a website migration largely depends on the size and complexity of your website. Simple migrations can be completed within a few hours, while more challenging migrations involving large websites with numerous pages and custom features can take several days or even a few weeks.

Several factors can impact the duration of a website migration, including:

• Size of the website – Large websites with numerous pages, images, and other assets typically require more time to migrate than smaller sites.
• Custom applications/features – Custom-built features or applications may require careful reconfiguration during the migration process to ensure they function correctly in the new environment.
• Size of the database – Sites with large or complex databases require precise handling to ensure no data is lost during the migration, which can extend the process.
• Email accounts – Migrating email accounts associated with the domain can add additional time to the migration process.
• DNS propagation – After the website migration is complete, the Domain Name System (DNS) records need to be updated. It can take anywhere from a few hours to 48 hours for these changes to propagate worldwide.

It’s essential to plan for these factors in advance and allow sufficient time for the migration. Plus, it’s generally best to schedule the migration during a period of low traffic to minimise potential disruptions.

Our team of experts always ensures a well-planned migration with proper execution and validation, providing continuous communication and support throughout the process.

Migrating your website to another host is a critical task that requires careful planning and execution to ensure a smooth transition and maintain your site’s search engine rankings – and Submerge can help. Here’s our step-by-step guide focusing on the key aspects and SEO techniques to consider.

Preparation

• Audit your current website – Before anything else, perform a thorough audit of your current website. Identify all the URLs, the structure of your content, any existing SEO work, and metrics using tools like Google Analytics and Google Search Console. This audit will be invaluable for comparing pre- and post-migration performance. Struggling? Our website migration SEO services can help.
• Back up everything – Ensure you have a complete backup of your website, including all files, databases, and email accounts. Tools like cPanel or plugins for WordPress sites, such as UpdraftPlus, can facilitate this process.

Choose a new web host

• Research – Look for a hosting provider that meets your needs in terms of performance, reliability, security, and customer support. Consider hosting companies with a strong presence in the UK market, such as SiteGround, Kinsta, or WP Engine, especially if your audience is primarily UK-based. We’re a WP Engine Agency Partner.
• Purchase and set up – Once you’ve chosen a provider, purchase your plan and set up your account. Prepare the new environment by ensuring that it meets the technical requirements of your website, such as PHP version, MySQL database support, and any other specific technology your site uses.

Migrate your website

• Manual migration – You can manually migrate your website by transferring files via FTP and importing your database through phpMyAdmin. This method gives you full control but does require technical knowledge.
• Use a migration plugin or tool – Many hosting providers offer migration services or plugins, especially for popular CMS platforms like WordPress. Tools like Migrate Guru, Duplicator, or the hosting provider’s own migration tool can simplify the process.
• DNS changes – After migrating your site, update your DNS settings to point to the new hosting provider. This involves changing the nameservers or A records through your domain registrar’s panel. Remember, DNS changes can take up to 48 hours to propagate worldwide.

SEO checks

• Maintain URL structure – To preserve your SEO rankings, keep your URL structure consistent. If changes are necessary, implement 301 redirects for all altered URLs.
• Update internal links – Ensure all internal links point to the new URLs. Broken links can negatively impact your SEO and user experience.
• Check and update Webmaster tools – Re-verify your site with Google Search Console and update your sitemap. This step is crucial for Google to understand your site’s new location and structure.
• Monitor performance – After migration, closely monitor your website’s performance and SEO rankings. Look out for crawl errors in Google Search Console and use tools like Screaming Frog to identify any SEO issues.

Any business can benefit from a website migration.

Regardless of your business domain, the size of your organisation, or the nature of your website, website migration services can unlock a host of benefits. Whether your goals are faster site speed, stronger SEO, enhanced security, or preparing for the next phase of your business expansion – website migration can be a game changer!

We have helped an array of businesses – from digital storefronts to learning platforms – to migrate their websites successfully. Our dedicated team of migration experts is well-equipped to handle any challenges that come along the way, ensuring a migration process that is smooth, secure and specifically aligned with your unique business requirements. With our services, you can expect reduced downtime, increased SEO rankings and superior site functionality.